the sectors.
By Place
Divide into 2 Sector : salon and non-salon
Non-salon: Usually sells at supermarkets, cosmetic stores etc.
Salon: Tends to be more sensitive to trends.
By price and function
Divide into 2 Sector : Premiumand non-premium
Generally thepremium products are more expensive but have
a special function. (generally over 6,000 won)
Recently, the sale of prem
hair recovery effect. Kerasys' brand concept is goddess of beautiful hair. They seek beauty in the healthy hairand chic and confident women's image.
[2] Current Market Analysis
< Kerasys’ SWOT>
Strength : Kerasys has a brand awareness. Almost people might have heard about Kerasys and also familiar with this brand. This can be the strength when Kerasys reach out to consumers. Their g
to women over 40 years of age, who account for more than 60% ofthe cosmetic market in Japan. Kanebo debuted on the 60-something age segment with the launch of Chicca, followed by Shiseido with Elexir Prior. Both products lines were highlighted with their reference icons for a greater proximity with targeted women.
Then a discourse where nostalgia is put forward, and which is complemented with
market place in a big city andthe places where there are lots of young floating population.
③ Critical Value: High Quality and Low Price, Neat and Sophisticated atmosphere
(3) Positioning
- Positioning strategy makes to establish present position firmly on customers’ mind.
① High Quality and Low Price: The concept ofThe Face Shop is naturalism. It tried to reduce packing fees and s
The fresh handmade cosmetic – Lush >
Lush is a cosmetic brand selling fresh handmade cosmetic. Their main mottois ‘Go naked now’. Most oftheir marketing mottois eco-friendly consumer. Those followings are representative eco-friendly marketing motto.
A. Fresh, organic fruit and vegetable: We specialize in making highly effective 100% vegetarian products for bath, hairand body t