Spokesmen, How to make the Cosmetic legend(7)

FANCL stressed function 20 years to little effect

In the 1990s, Cosmetics producer compete intensely, so that businessmen added chemicals in many cosmetics to increase the effectiveness. Customer did not have enough faith to the safety of products.

 

 

 

So FANCL pronounce the "no additives" in those days, as business competition it’s a big selling point.

Twenty years have passed, and FANCL also stressed "reassuring and safety" as the supreme principle of the products without preservatives. Positioning mistake led to a lower market share. 2002-2005, the net proceeds of FANCL declined from 51% to 15%. The range gets as much as 71%, customers further lost.

In fact, this idea, "No additives” has gradually become obsolete advantages, many products on the market already meet this requirement. Product quality alone can not guarantee success.

FANCL ignored the evolution of the nature of industry, it is unhelpful to personalized brand and brand resonance.

With competition in the evolutive market, the original competition at the first and second ladder has climbed to the third ladder: Brand resonance.

To be continued

本文出自 “Maiczhot的博客” 博客，谢绝转载！