Cesar launches the new loyalty project in Acqua & Sapone and La Saponeria stores

Cesar is strengthening its loyalty strategy for its Acqua & Sapone and La Saponeria stores by launching the Astro Hoodies collection, conceived and developed by Infinite Loyalty after identifying a target group still underserved by traditional loyalty activities: adolescents and new generations.

The strategy

With a network of over 900 points of sale in Italy and Spain under the Acqua & Sapone and La Saponeria brands, Cesar aims to evolve its relationship with customers through initiatives capable of going beyond traditional prize promotions, integrating loyalty, co-branding and co-marketing into a single strategy. At its heart is the desire to enhance the services linked to the Carta Club, consolidate the relationship with its regular audience and, at the same time, create new opportunities for contact with different consumer segments.

The partnership with Infinite Loyalty fits into this vision: developing projects that combine loyalty mechanics, the relevance of partner brands and the ability to engage with different interests and forms of expression, transforming loyalty into a positioning and customer relationship tool.

The collection

The concept arose from observing trends such as charms, personalisation and kidult culture, reinterpreted in a proprietary way through a universe of 12 collectible aliens. The choice of the alien makes it possible to work with irony, imagination and individuality, while the hoodie – the hooded sweatshirt, a symbol of style and identity for today’s teenagers – becomes the distinctive element of each character. Each sweatshirt reflects its personality, reinforcing its recognisability, serial nature and collectability.

The 12 aliens, each associated with a zodiac sign, are approximately 14 cm tall, fitted with a hook for attaching them to rucksacks and bags and customisable thanks to the removable hood. A format designed to create a recognisable narrative world, capable of engaging not only adolescents, but also young adults and family members attracted by its collectible and kidult elements.

With Astro Hoodies, Cesar is thus bringing a playful, pop format to the drugstore channel, characterised by a strong element of collectability, broadening the traditional scope of loyalty initiatives and creating a new point of contact with younger generations.

The comments

"The evolution of loyalty programmes increasingly depends on the ability to build relationship ecosystems rather than simple promotional mechanics. Through Acqua & Sapone Carta Club, we want to offer our customers initiatives that are consistent with different interests and lifestyles, while also highlighting the distinctiveness of our brands. The Astro Hoodies campaign demonstrates how loyalty can become a tool capable of speaking to different audiences, generating engagement and supporting business growth," says Simone Colatriano, Cesar’s head of CRM & loyalty.

“Today, designing loyalty means starting with knowledge of audiences and the ability to interpret the signals conveyed through their language, interests and behaviours. With Cesar, this is precisely the direction in which we are working: enhancing established target groups while, at the same time, identifying new relationship opportunities. Astro Hoodies stems from this approach, transforming contemporary trends into a recognisable, collectible format capable of generating engagement over time,” says Nicolò Mussetto, managing director of Infinite Loyalty.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.