Market Research: Ahiaeido

1. Market Research:

Kunakovskaya Katya 10Б

2. About brand

Is a Japanese multinational
personal care company, that is a
skin care, hair care, cosmetics
and fragrance producer. It is one
of the oldest cosmetics
companies in the world. Founded
in 1872, it celebrated its 140th
anniversary in 2012. It is the largest
cosmetic firm in Japan. Shiseido is
only available at cosmetic
counters at selected department
stores or pharmacists. The
company is headquartered in
Tokyo

3. History

Shiseido, the oldest and fourth largest cosmetics company in the world was
founded in 1872 by Yushin Fukuhara. Arinobu Fukuhara, former head
pharmacist to the Japanese Imperial Navy introduced Japan to it’s first
Western-style pharmacy in Ginza, Tokyo after travelling to the United States
and Europe. Shiseido’s early success arrived through building a clientele of
royalty and high society through which it’s reputation spread and
popularity grew.

4. Age breakdown of customers

5. Breakdown of feedback received by Shiseido Japan

In Japan, Shiseido gathers consumer feedback via multiple media and channels.
Our consumer contact service and offices are accessed approximately 140,000
times per year through toll-free numbers, electronic and postal mail, LINE and
other communication services

6. New product:

Name: ULTIMUNE
Price: high
Image: bright and confident
Kind of image: strong and brave
Kind of media: mass media
Slogan: “Beaty vs. the world”
Models: Enikő Mihalik,
Imaan Hammam, Asia Chow

7. The philosophy and goal of the brand innovation

In the modern age characterized by rapid
change, urbanization and globalization,
beauty invests people with the strength to deal
with a range of issues and becomes the very
power to live, at the same time as functioning
as a connecting force that joins people
together. SHISEIDO believes that empathy is
born when people recognize the diversity of
beauty, respect the beauty present in one
another, and realize the infinite nature of
beauty. SHISEIDO believes that the beauty it
produces in various forms inspires and enforces
empathy, and that it can be a positive force in
the world. The brand innovation that lies
ahead will involve an amplified
communication of this message of beauty.

8. Promotion

Face samples as a gift
Discount starting up from a certain summary of purchase
To make them more comprehensible from a consumer
perspective, the respective roles of the brand’s products
have been redefined according to four different
approaches: Defend, Regenerate, Reveal, and Express.
The visuals borrow from the product’s central concept;
“set free your sleeping beauty”,