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COSME DECORTE Project:
  Creative Partnership Proposal




                             KOSE COSME DECORTE proposal . 05/0...
GLOBAL BEAUTY TRENDS
•  Forever Young

     –  Ageing population (especially with the ageing baby-boomers) demands anti-ag...
GLOBAL BEAUTY TRENDS
•  Doctor Brands

     –  The beauty market has seen a growth for doctor/dermatologist-developed bran...
GLOBAL BEAUTY TRENDS
• Born natural

     –  Plant-derived, organic products are becoming popular with the global eco tren...
Beauty Market: KOSÉ and its competitors
Mission Statement Comparisons




 “help customers     “enrich the lives     “brin...
Beauty Market: KOSÉ and its competitors
                                            Beauty
                               ...
Our understanding : KOSÉ
• The philosophy of KOSÉ lies on ‘Sensuousness + Intelligence’

     –  R&D at KOSÉ
         o  K...
Our understanding : marketing strategy of KOSÉ
In order to be represented in as many market segments as possible, KOSÉ uti...
Our understanding : marketing strategy of KOSÉ
     A ‘distinctive brand marketing strategy’

            High-Prestige Br...
KOSÉ BRAND PORTFOLO:




KOSE COSME DECORTE proposal . 05/06/2009
logo
                                               logo




                       Visual communication




KOSE COSME DE...
COSME DECORTE and its competitiors
                                            Beauty
                                    ...
COSME DECORTE: Brand Analysis
Young model chosen as the global face of COSME DECORTE communicates different messages from
...
COSME DECORTE: Brand Analysis



                                           Design + Communication Aspect
                ...
COSME DECORTE: Brand Analysis

What do the products of COSME DECORTE say about the brand?
             Skincare: the energ...
COSME DECORTE: Brand Analysis
The Semantic Analysis


COSME DECORTE was named by combining COSMETIQUE (cosmetics) + DECORA...
COSME DECORTE: Brand Analysis
First Conclusion


        STRENGTHS                                    WEAKNESSES

        ...
COSME DECORT: Brand Analysis
First Conclusion

                                              Science          Elegance
   ...
COSME DECORT: Brand Analysis
First Conclusion




            How can these inconsistent elements of scinece &
          ...
COSME DECORTE: Brand Analysis
First Conclusion: The question of sensuousness




                 The design and communic...
COSME DECORTE: Brand Analysis
First Conclusion: The question of sensuousness


      What do the products of COSME DECORTE...
Rethinking COSME DECORTE: the semantic
 CUTTING-EDGE SCIENCE (Rational)
  - In order to find another perspective to the sc...
Rethinking COSME DECORTE: the semantic
GRACEFUL ELEGANCE (Emotional)
 - In order to find another perspective to the elegan...
The Strength of KOSÉ and COSME DECORTE
                                            Beauty
                                ...
Rethinking COSME DECORTE: new positioning
                                            Beauty
                             ...
Rethinking COSME DECORTE: new positioning




         The repositioning of COSME DECORTE should focus on improving its im...
Rethinking COSME DECORTE: new value system



                                                                 innovator
 ...
Rethinking COSME DECORTE

In order to create a brand image in harmony, fine tuning was required to make the brand’s scienc...
Rethinking COSME DECORTE

The Miracle Science/ Dream-fulfiller/ Fantasy        + Allure/ Elegance/ Grace
                 ...
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Rebranding

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rebranding proposal to a top Japanese cosmetic company, KOSE, for its luxury line Cosme Decorte

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Transcript of "Rebranding"

  1. 1. COSME DECORTE Project: Creative Partnership Proposal KOSE COSME DECORTE proposal . 05/06/2009
  2. 2. GLOBAL BEAUTY TRENDS •  Forever Young –  Ageing population (especially with the ageing baby-boomers) demands anti-ageing product –  Even young consumers look for age-delaying products for preventive measures –  However, the desire is to look younger than their age, not to look different age KOSE COSME DECORTE proposal . 05/06/2009
  3. 3. GLOBAL BEAUTY TRENDS •  Doctor Brands –  The beauty market has seen a growth for doctor/dermatologist-developed brands –  This is related to the rise of cosmeceutical products, as consumers want the doctor-like specialty in their everyday skincare KOSE COSME DECORTE proposal . 05/06/2009
  4. 4. GLOBAL BEAUTY TRENDS • Born natural –  Plant-derived, organic products are becoming popular with the global eco trends KOSE COSME DECORTE proposal . 05/06/2009
  5. 5. Beauty Market: KOSÉ and its competitors Mission Statement Comparisons “help customers “enrich the lives “bring the best to “help men and “provide branded “satisfaction and realize their of customers with everyone we women around the products and enrichment of the dreams of beauty, beauty” touch” world realize their services of lives of people. ” well-being and aspiration to superior quality happiness” beauty, and and value that express their improve the lives individual of the world’s personalities to consumers. ” the full” KOSE COSME DECORTE proposal . 05/06/2009
  6. 6. Beauty Market: KOSÉ and its competitors Beauty (Style) Science Sense (Intelligence) (Sensuousness) KOSE COSME DECORTE proposal . 05/06/2009 Well-being (Comfort)
  7. 7. Our understanding : KOSÉ • The philosophy of KOSÉ lies on ‘Sensuousness + Intelligence’ –  R&D at KOSÉ o  KOSÉ prides in its devotion to R&D and its achievements in innovation. In fact, KOSÉ is the inventor of beauty serum, powder-type foundation, and two-way cake –  Technologically-advanced products o  Its products reflect the ground-breaking technologies that they embrace, through its designs and communications with consumers Making cosmetics to provide people with dreams and hope KOSE COSME DECORTE proposal . 05/06/2009
  8. 8. Our understanding : marketing strategy of KOSÉ In order to be represented in as many market segments as possible, KOSÉ utilizes: A ‘distinctive brand marketing strategy’ - Selling a wide range of cosmetics brands aimed at different target groups and different distribution channels - Sell right brand in the right channel, catering to different consumer needs  Some brands are sold across several channels while others are only available in a specific channel  Brands are distinguised according to sales channel and then treated as separate units •  High-Prestige Brands (dept stores, speciality cosmetics stores) •  Prestige Brands (specialty cosmetics stores, GMS, drugstores) •  Self-selection Brands (GMS, drugstores, some convenience stores) KOSE COSME DECORTE proposal . 05/06/2009
  9. 9. Our understanding : marketing strategy of KOSÉ A ‘distinctive brand marketing strategy’ High-Prestige Brands (dept stores, speciality cosmetics stores) -  COSME DECORTE, BEAUTE de KOSE, AWAKE, Jill Stuart, Paul & Joe, IGNIS Prestige Brands (specialty cosmetics stores, GMS, drugstores) -  Infinity, Predia, Esprique Precious, Grandaine, Visee, Sekkisei, Crie, Phil Naturnt, Formule Self-selection Brands (GMS, drugstores, some convenience stores) - Stephen Knoll, Sekkisui, Junkisui, Rimmel, Fashion, Happy Bath Day, Elsia, marie claire, Nature & Co, Softymo, Salon Style   However, do all these brands carry the corporate philosophy of ‘intelligence and sensuousness’ ? KOSE COSME DECORTE proposal . 05/06/2009
  10. 10. KOSÉ BRAND PORTFOLO: KOSE COSME DECORTE proposal . 05/06/2009
  11. 11. logo logo Visual communication KOSE COSME DECORTE proposal . 05/06/2009
  12. 12. COSME DECORTE and its competitiors Beauty (Style) It can be seen that the science-forward brands of COSME DECORTE’s competitors have similar positioning as COSME DECORTE, as the cluster suggests on the graph Science Sense (Intelligence) (Sensuousness) Well-being KOSE COSME DECORTE proposal . 05/06/2009 (Comfort)
  13. 13. COSME DECORTE: Brand Analysis Young model chosen as the global face of COSME DECORTE communicates different messages from the Korean model in her late 30’s Drawing from its image as the innovation driver, modern science lab approach is used to appeal to consumers but the musky feel of its current design hinders the idea of moderrnity  inconsistent messages through its communication? KOSE COSME DECORTE proposal . 05/06/2009
  14. 14. COSME DECORTE: Brand Analysis Design + Communication Aspect While researching the general opinion of the brand on various websites and blogs, it was found that consumers react to its heavy, rich, musky feel to the brand and perceive it as a brand for older women only Product Aspect Its extensive product line has many products with similar or overlapping function Also, repetitive make-up products have been added to various lines KOSE COSME DECORTE proposal . 05/06/2009
  15. 15. COSME DECORTE: Brand Analysis What do the products of COSME DECORTE say about the brand? Skincare: the energy driver of the brand Makeup: the carrier of the element of ‘sensuousness’ for the brand   Skincare Prevailing element of sciences Outnumbering makeup lines Best known to consumers Makeup  Weak/No element of science Mildy ‘sensuous’ KOSE COSME DECORTE proposal . 05/06/2009
  16. 16. COSME DECORTE: Brand Analysis The Semantic Analysis COSME DECORTE was named by combining COSMETIQUE (cosmetics) + DECORATION to present its search for outstanding quality and the "medal of beauty" to all women external temporary disguise makeup COSME DECORTE (cosmetics) (decoration) skincare beautify Western-sounding embellish modern sophisticated ‘medal of beauty’ advanced KOSE COSME DECORTE proposal . 05/06/2009
  17. 17. COSME DECORTE: Brand Analysis First Conclusion STRENGTHS WEAKNESSES Its perception: scientifically-advanced Lack of elegance/sensuousness Long history Overall incoherent brand image Well-established brand recognition Weak makeup lines Loyal customer base Overlapping functions in various lines Success in Asia Inconsistent communication OPPORTUNITIES THREATS Popular global beauty trend of anti-ageing Global economic crisis Opportunities in the international market Ever-growing competition in the market <S.W.O.T. Analysis> KOSE COSME DECORTE proposal . 05/06/2009
  18. 18. COSME DECORT: Brand Analysis First Conclusion Science Elegance (Intelligence) (Sensuousness) Skincare ✔ Make-up ✔ Communication ✔ Name (COSME DECORTE) ✔ Strength ✔ Positioning ✔  Lack of a consistent link between science and elegace to create a strong identity KOSE COSME DECORTE proposal . 05/06/2009
  19. 19. COSME DECORT: Brand Analysis First Conclusion  How can these inconsistent elements of scinece & elegance be combined to create a coherent brand identity? KOSE COSME DECORTE proposal . 05/06/2009
  20. 20. COSME DECORTE: Brand Analysis First Conclusion: The question of sensuousness  The design and communication of COSME DECORTE suggest the image of cutting- edge science– thus, intelligence of KOSÉ– however, where and how is the element of graceful elegance– KOSÉ’s ‘sensuousness’– communicated? KOSE COSME DECORTE proposal . 05/06/2009
  21. 21. COSME DECORTE: Brand Analysis First Conclusion: The question of sensuousness What do the products of COSME DECORTE say about the brand? Skincare: the energy driver of the brand Makeup: the carrier of the element of ‘sensuousness’ for the brand 1. COSME DECORTE can keep makeup lines and strengthen its communication of sensuousness OR 2. COSME DECORTE can build the brand around its skincare where the brand’s strengh– of being technologically advanced– lies KOSE COSME DECORTE proposal . 05/06/2009
  22. 22. Rethinking COSME DECORTE: the semantic CUTTING-EDGE SCIENCE (Rational) - In order to find another perspective to the science aspect of the brand, two radical approaches were taken: emotional and rational. However, the new semantics were found from the rational approach. Emotional approach Rational approach intelligence smartness know-how ground- miracle-performer healer breaking technology innovation Science research ‘dream come ture’ system arrangement fantasy lab futuristic experiement chemist speacialty formulas KOSE COSME DECORTE proposal . 05/06/2009
  23. 23. Rethinking COSME DECORTE: the semantic GRACEFUL ELEGANCE (Emotional) - In order to find another perspective to the elegance aspect of the brand, two radical approaches were taken: rational amd emotional. However, the new semantics were found from the emotional approach. Rational approach Emotional approach chic lady-like refined posh grace allure entice cultured Elegance charming captivate taste sophisticated stylish embellish modern classic timeless poise KOSE COSME DECORTE proposal . 05/06/2009
  24. 24. The Strength of KOSÉ and COSME DECORTE Beauty (Style) strength in its positioning (science-forward), compared to its competitors  Science Sense (Intelligence) (Sensuousness) KOSE COSME DECORTE proposal . 05/06/2009 Well-being (Comfort)
  25. 25. Rethinking COSME DECORTE: new positioning Beauty (Style) Science Sense (Intelligence) (Sensuousness) Well-being KOSE COSME DECORTE proposal . 05/06/2009 (Comfort)
  26. 26. Rethinking COSME DECORTE: new positioning The repositioning of COSME DECORTE should focus on improving its image to a beauty-forward, sensuous brand. However, this must be done in a way that keeps the strong position of COSME in cutting-edge science. The new positioning should not compromise this aspect of the brand, but to add dimension of elegance/sensuousness to COSME DECORTE. KOSE COSME DECORTE proposal . 05/06/2009
  27. 27. Rethinking COSME DECORTE: new value system innovator prestige feminity elegance idealism The new value system reflects the core identity of COSME DECORTE, high-prestige cosmetics brand, and its commitment to better bring forth element of elegance. With feminity and idealism as secondary values, they can help define the elegance/ sensuousness unique to the brand. KOSE COSME DECORTE proposal . 05/06/2009
  28. 28. Rethinking COSME DECORTE In order to create a brand image in harmony, fine tuning was required to make the brand’s science aspect more emotional, and the elegance aspect more scientific CUTTING-EDGE SCIENCE: emotional approach « Science that enables miracles, fulfils dreams, realizes fantasy, and responses to the future » GRACEFUL ELEGANCE: scientific approach « Alluring of refined elegance »  The New Keywords: The miracle science + Dream-fulfiller+ Fantasy Allure + Elegance + Grace KOSE COSME DECORTE proposal . 05/06/2009
  29. 29. Rethinking COSME DECORTE The Miracle Science/ Dream-fulfiller/ Fantasy + Allure/ Elegance/ Grace The miracle science of elegant/ alluring/ graceful beauty The dream-fulfiller of … alluring skin The fantasy of … alluring beauty KOSE COSME DECORTE proposal . 05/06/2009

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