Spokesmen, How to make the Cosmetic legend(8)

In addition to FANCL strategy mistakes, we used to look at a brand SHISHEDO aim at two markets. How about the effectiveness?

 

Keys to Shiseido resonance effect：One brand is only able to address one consumer market

 

Shiseido's "Pureness" series launched in Hong Kong in 1995, and take the young line. Because of the ill-defined image marketing ways, Shiseido changed the packaging and disposition and re-introduced into the market. However, the market response was still unromantic so far. Both them did not arouse public interest.

To the visibility and the quality of Shiseido’s products and wealth of experience in sales, the market reaction is not too normal? Why?

In fact, after years of marketing, the professional image of Shiseido which developed skin care products for mature women already deeply rooted among the consumer, marketing strategy is based on mature female; this order make it naturally reach a mature female identity.

Then, a brand is absolutely impossible to address two markets, get all of sympathy and recognition, the reason is brand personified.

In a different market, consumers have a different character, image and needs. With the market thinning and culture cracking, which resulted a brand spokesmen and the presentation can’t accommodate the various market.

For Shiseido there were many different spokesmen and many of them are familiar. Hong Kong's Vivian Chow is one of them, elegant, mature, and noble qualities, But this image can’t coincide with the image of young people, so that they can not generate resonance.

Ultimately, Shiseido change their strategy, put the resources which were in the young market enter a new brand named IPSA, the brand Shiseido focus on mature markets.

本文出自 “Maiczhot的博客” 博客，谢绝转载！