분야
pdfKim Soojeong , Kim Sowoong , Jung Hoonsung,
Kwon Kibum, Ha Genehee
1. Social aspect : Lifestyle & Attitude
- Shifting to be more holistic & preventive view of health, skincare category is extended
( bathe, shower, fragrances, hair, makeup & skin care)
=> 2018 Annual 6% growth
- Health focused solution demand increased substitute for dermatological procedures
- Value changes from Beauty to health
2. Environmental aspect
- Increased damages by acne, eczema / antibacterial -anti-pollution / Long-term health of the skin
3. Technological aspect
-Online educational tools can diagnoses the skin condition to irritation and order the product by
online
Background: Change of customer Perception
Q. What are the factors have an impact on decisions?
Main competitor brand : Bioderma Caudalie skin ceutical
.
Newer entrant : Rodan field , Murad , Cetaphil
.
Development of Distribution Channel
Q. How to develop brand strategy from Current strategy?
Dermatologists Partnership
1. Expansion of Target customer
- Healthcare professionals: Oncologist, General practitioners, Pediatricians etc
- Customers: Outdoor athlete, Baby, Pregnant mom etc
2. Leveraging other distribution Channel
- Direct to Customers, E-Commerce etc
- Need to keep unified and same Brand identity
Severe Competition Growth of E-Commerce
