BEAUTY
BEHOLDER
IN EYE IS THE OF THE
Eyeshadows, The cosmetics industry was worth 2005
$6.4billion in the UK in - (berr.gov.uk 2009: online)
Foundation, False
Lipsticks,
eyelashes‌
Aims Increase market share. Heighten brand awareness. Through PR, Events, Promotional tactics.
Where is Shu Uemura now? â??
Nature, Science,Art.â?ž First oil based cleansing oil Black phyto-ingredients in
2007
1967
Competitors
Shiseido Rimmel –– Lycra Futurenail Solution varnishface cream “Centuries of Japanese “Mistakewisdom free application, brings youup thetofuture 10 days of of beautiful skin.”colour, for a flawless professional finish.”
-(sca.shiseido.com -(rimmellondon.com 2009: online) 2009: online)
“Permeates through layers of skin that other creams don’t” - Beauty advisor, Selfridges, Oxford St, London
Competitors THE MAIN
COMPETITOR
£13.70 £11.00
Selective Distribution – 320 points of purchase worldwide
Where should Shu Uemura be? Increase market share without compromising integrity A luxury brand has‌
Exclusivity & Quality Expand points of purchase, in the UK, in particular through
selective expansion.
Where should Shu Uemura be? Increase market share without compromising integrity A luxury brand has‌
Exclusivity & Quality Expand points of purchase, in the UK, in particular through
selective expansion.
Service levels
Costume designer “The gentleman instore was knowledgable about the brand, however, I was met with a steely approach. A direct contrast to MAC, where I’ve just been to get my lipstick!.” -(Kay, 46)
Fashion & Makeup artistry student “They’re alright… Unhelpful sales people … Seemed uniterested about the brand.” -(Kirsten, 27)
Service levels THE EXPERIMENT “I’
ve got a dress to wear for a party. It’s silver and sparkly. What kind of
makeup, do you think, would work
on my eyes to wear with that dress?” best
The future of cosmetics‌ P
ersonalisation
By Bags of Love
Limited edition by MAC Experimentalism By Prescriptives
The future of cosmetics… “P
eople want the ability to be an
individual. And that is why luxury keeps growing.”
TomFord
The future of cosmetics… PIGMENTS
Long-lasting, concentrated, loosecertain powder. By adopting emerging trends within the industry, whether they be …A truly innovative medium micro or macro trends, Shu Uemura will: Allows the consumer to be as experimental as theyRemain like. as a pioneering brand, Give consumers what they want, Gain new consumers and increase
Press, loyalty Mix, Foil… the
of others.