1. Introduction
The world has its eyes on the Japanese cosmetic market: the Japanese beauty market is increasingly attractive when it comes to the quality, the effectiveness and the packaging of products. The manufacturing techniques, unique and natural ingredients like yeast, camellia flower or soymilk, plus their luxurious presentation are known and loved by women worldwide. Japan is the second largest market for cosmetics, right after the US with an annual market value of 1.4 trillion Japanese yen (Llyod, 2004). It is an unique market for cosmetics; brand conscious and fast moving. From princess-like packaged face powders to face masks with traditional kabuki motifs, based on the classical Japanese theatre, the Japanese market has no limits.
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15). Cultural and traditional values can be a big success or fail for a brand, as already mentioned in the theory of framing, using a country’s tradition can enhance brand awareness and empathy. Especially in Japan, a nation, which belongs to the category of continuous cultures (Inkster and Satofuka, 2000, p. 34) with such diverse and old traditions, implementing these correctly can effect consumer loyalty. Japanese cosmetic companies themselves have perfected the way to implement tradition values and rituals into their cosmetic lines. One company carries out 400-year-old traditions not only in their products but also in the packaging of their products: Makanai Cosmetics. The term makanai is the Japanese term for “company employee benefits” and refers to the women that worked in the background of a gold beater, which was established in 1899. These women were suffering from skin problems caused by intense heat, dryness and lack of ventilation. To find a solution to tackle their skin problems these women used the materials and ingredients around them and developed several products. Over 100 years the products got revised and re-developed. The female employees also tested all of the hand-made products on their own skin, ensuring its quality and effectiveness (Makanai Cosmetics a, 2015). Until today, all of the products the brand offers are hand-made, organic and labelled with the signature logo of a rabbit pounding Japanese rice cakes in a wooden mortar. The products range from a pouch, made out of the same
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
In accordance with positioning Yue Sai for the modern Chinese woman, Yue Sai should promote its cosmetics lines on the various social media sites, for example Weibo. Promoting on Weibo would give better exposure to young women who represent the average consumer of cosmetics. Also, it would be in the best interest of Yue Sai to continue its recent partnership with Du Juan. Du Juan representing the face of the new Yue Sai embodies the positioning strategy targeting the modern Chinese woman. Yue Sai should also promote the Vital Essential line as well as incorporating more traditional Chinese medicine into their campaign. The Vital essential line seems to be the only bright spot in Yue Sai’s repertoire and holds the possibility in helping Yue Sai become more profitable.
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
Overview NARS Cosmetic is a cosmetic company founded by Francois Nars in New York, US in 1994 (Hollywoodnoirmakeup.com, 2012). It is considered as one of the best-selling cosmetics and skincare products company in U.S.A, Canada, Korea, Japan, and Taiwan (Shiseido Co., 2014). Since the demand for cosmetics is growing every year and people are looking for more quality products, the company decided to open a new branch in the Middle East to have more customers and to satisfy them by making the NARS product more easily accessible. The aim of this paper is to indicate the best country among the GCC to open a new NARS Cosmetic branch by studying every country’s feasibility of a new cosmetic branch. We hope this expansion can please our customers and make better reputation in GCC countries,besides increase our profit.
In the 1920s, makeup played a vital role especially for women trying to recover from the fears and horrors of the war. After the recession, it lead to an increase of manufacturing new cosmetic products and brands such as Maybelline. As makeup made its debut to the world, stores were opening and slogans such as “try before you buy” just like Gordon Selfridge proclaimed women to get a sense of what products to use along with spreading the word to others if content with the amazing outcome. Face and complexion was considered by most as an important factor for representing beauty of an artificial face. Face powder was very essential because many women wanted to create a light, sandy
A business with brand equity would have the benefits of incremental attraction, cost advantages and sustainable price premium. It is shown in the article, “In 2015, MUJI posted an eighteen-percent increase in revenue over the year, to $2.14 billion, and a fourteen-percent increase in profits, to $196 million…” (The Commercial Zen of Muji,2015) It demonstrates that MUJI’s implementation of ‘no-brand’ branding has worked in their favor as the brand equity raises MUJI’s sales growth, inspiring the company to expand globally. From a domestic retailer, it has grown into an independent two-billion-dollar company with hundreds of stores not only in Japan but also spread around the world. Simultaneously, MUJI doesn’t stop expanding the range of products. Initially, it only had about forty different products, including snacks and household goods. However, today it sells more than seven thousand items, ranging from furniture to cosmetics (beauty and basic skin care products) which allows it to dominate the industry in terms of market share.
Thanks to the influence of the ancient Egyptian introduction to makeup art in burial rituals, makeup has made its way all around the world and established its position as a very successful industry. Among several cosmetic and toiletry brands, Lancôme Paris, is one of the most popular today. Examined by one of France’s most prevalent thinkers, Roland Barthes, Paris is seen as the world center of sophistication, elegance and high society. An expert on the nature of society, Barthes, is also famous for his theory of the cultural myth that subconsciously produces meaning in the most basic parts of our lives. Combining Barthes definition’, its lustful visual and charming slogan, a vintage cosmetic advertisement for Crushed Rose lipstick allures its consumers by producing myths regarding instant beauty and perfection with the purchase and application.
There are over a thousand ingredients that are used in cosmetics that are already proven to be safe for human use. These ingredients can be mixed and matched creating new and unique products. Many people argue that this is not suitable for the demanding market. The craving for "new" and "im...
Marketing is a essential part of a business because it helps to control the way that goods or services are sold. When marketing a specific product or service it is crucial to be well informed in all aspects of marketing, which include the marketing mix, marketing strategy, target market in which you will offer your product and the environmental factors that could effect how your product is received, including social and cultural difference, competition, economic and technological aspects. In this paper I will explain how I will market the product which I have chosen. An Herbal Shampoo brand called "Herbalize."
The US and Western European markets are reaching saturation- therefore cosmetic companies see the future markets for their products in Central and Eastern Europe, Chi...
Nowadays, people attach great importance to appearance. In order to meet different customer needs, each company in cosmetic retailer industry provides various beauty products to customers. Skincare, make-up, hair care products, body care products, perfumes, health and beauty supplements are included.
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a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates