The Face Shop is a Korean cosmetics brand that operates over 800 shops in Korea and 318 outlets globally. It positions itself as a natural and eco-friendly brand using around 600 botanical extracts. It offers a wide range of affordable skin, makeup, hair and body care products. While it has strong brand awareness, it faces threats from newer Korean brands and increased competition in the natural cosmetics market. Its target market includes women aged 16-35 interested in Korean culture and beauty who seek good quality, affordable options.
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
Analysis on Kiehl's Marketing & ExecutionHooJin Yoon
To acheive a solid brand positioning, the execution in line with the brand strategy is essential. Kiehl's has a very clear brand promise yet -we thought- somewhat fail to deliver its brand promise to the consumer in Spain(Madrid). This gap between the expectation and perception weakens its brand positioning. The slide is presented for professor Teresa Recio's Marketing Management at IE Business School MBA.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
The slides are made to delineate the image of the body shop in the context of Pakistan. It includes all the tools and techniques which helps in understanding the body shop values and core competencies in great detail.
Analysis on Kiehl's Marketing & ExecutionHooJin Yoon
To acheive a solid brand positioning, the execution in line with the brand strategy is essential. Kiehl's has a very clear brand promise yet -we thought- somewhat fail to deliver its brand promise to the consumer in Spain(Madrid). This gap between the expectation and perception weakens its brand positioning. The slide is presented for professor Teresa Recio's Marketing Management at IE Business School MBA.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
The slides are made to delineate the image of the body shop in the context of Pakistan. It includes all the tools and techniques which helps in understanding the body shop values and core competencies in great detail.
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UK beauty and skincare sector research and insights, part of what informed the brand repositioning of, and creative content for an independent women's beauty brand and the NPD of a new men's line.
Market Study on Australian Skincare Market | Market Research | Innovius Resea...Innovius Designs
In this report, Innovius Research has covered Market size, Key Trends, Market Drivers and challenges, Men’s skin care Top Brands & Comparison, etc.
Research done by: Innovius Research (www.innoviusresearch.com)
Presentation designed by: Innovius Designs (www.innoviusdesigns.com)
Body Shop Entering Tier 2 city( India)Alisha Datta
About the Brand
Ojectives of the project
Milestones
Core Values
Product Categfory & Price Range
Location
Promotions
Integrated Marketing Communication
Competive Analysis
Swot
Pest
Target consumer
Why Agra
Indian consumer
Catergory launching in Agra
Where in Agra
Tertiary Trading Area
Proposed promotions
Supply chain
T& A
Competitor Analysis
Proposed Imc
Target Consumer Agra
Swot of Agra
Conclusion
3. Brand Story
Started in 2003
in Myongdong
Third largest cosmetics
company in the country.
Operates more than 800
shops in Korea and
318 outlets in 19 countries.
6. Naturalism
True to its brand slogan 'Inspired by
nature', the brand is built on the appeal
of nature ingredients from almost 600
varieties of botanical extracts. All
products are claimed to have been
produced from natural products with
no chemicals.
7. Variety
Product line:
Skin care - toner, emulsion, creams,
essence, eye care, massage, peeling,
sun care products.
Make-up - foundation, cheek, eye
care, lip care, pencil, nail
Body care - body, hand and foot
care products
Hair care - washing, styling,
treatment and essence
Men's line - basic skin care
Baby line - basic skin care and baby
products
Fragrance - body fragranceTHEFACESHOP product prices range from
$2.90 for nail polish to $60+ for a serum.
8. THEFACESHOP provides a variety of products and price ranges
to cater to a wide range of consumer bases
where there is something for everyone.
9. Value
THEFACESHOP aims to provide
value for customers by offering
quality products at reasonable
prices.
They signed on Korean celebrities
as brand ambassadors to raise
the brand image.
This changed the notion that
lower price equals lower quality
with the brand's quality products
(including perception of quality)
and aggressive marketing.
11. Places emphasis on its natural products
Simple, clean packaging
Fresh-smelling and attractive
Products that work
12. Brand Values
Naturalism
- Skin-friendly products created from approximately 600
natural ingredients
- In sync with the global trend towards working with
nature and utilizing organic products
Variety
- Over 1000 current products, introduces about 30 new
ones every month
- Product lines for both men and women of all ages
- Believe that there is natural beauty in everyone and
that they have something for every consumer
- Want to be recognized as ‘the people’s brand’
13. Brand Values
Constant growth
- The company aims to be a leading global cosmetic
brand
- Continuously expanding its product range to meet
changing demands
- Relies heavily on local and global research and
development plus consumer surveys to further
improve its products and services.
Affordability
- Aims to develop high-quality products and innovations
while keeping prices affordable.
- Customers are always delighted to find that
THEFACESHOP’s products are of high quality without
the high-end prices.
14. Brand Audit: S.W.O.T Analysis!
Strengths
The Face Shop has good brand awareness due to the
large number of stores it has in Singapore. The brand
concept has been well-received so far. Also, in
Singapore, Korean brands are trusted for their good
quality skin products
Weaknesses
There is an increasing number of competitors in
the local market. The Face Shop is losing their
younger customer base.
Opportunities
The growing popularity of Korean culture and
music in Singapore has lead to increased
interest in Korean products. The Face Shop's
use of Korean celebrities helps in attracting
younger consumers into the store.
Threats
There is a risk of newer and
fresher Korean counterparts
overtaking The Face Shop.
Also, more and more brands are
getting into the 'organic beauty'
market. #
15. What is the Consumer Persona"
of THEFACESHOP customers?
The typical consumers are
women, aged from 16-35 and
are students or working adults.
They might also be
interested in Korean culture
and beauty.
16. What is their
relationship with the
THEFACESHOP?"
Key Influences
- Recommendations by
family and friends
- Online reviews
- Endorsements by the
Korean celebrities
17. Purchasing Behaviour
- Budget-conscious, seek
out value-for-money
purchases
- Product packaging is a big
factor on whether they
make the purchase
- Like the natural, skin-
friendly products
- The organized, attractive
store layout made them
take notice and walk in
Views on the Brand
- The reasonably priced but
high quality products appeal
to consumers, as they want
value without sacrificing on
the quality
- The wide range of products
and low price allow them to
try out new types of products
- Perceived as trendy due to its
eco-friendly approach and the
recent popularity of Korean
brands and products
- Products are reliable.
Consumers are pleased that
their purchases are effective
and affordable.
18. What are the communication
implications?
THEFACESHOP should:
- Associate its brand with young,
trendy events and people to
boost brand recognition and
preference amongst younger
consumers
- Launch more eco-friendly
initiatives to improve the
perception of its natural,
chemical-free products