Overview & AW 2013 marketing plan Johnson Brothers Prestige office team: Maureen Dillon
Business Manager
Natalie Lough
Asst. Business Manager
01-4081521
WHY
shiseido IS UNIQUE:
• A company based on harmony of mind, body and spirit • Fusion of occidental and oriental • Unparalleled research and development • Exclusive technology • Expertise
HIGH QUALITY
HIGH IMAGE
HIGH SERVICE
Shiseido … … is the oldest cosmetics company in the world … is the 5th largest cosmetic company in the world … Owns Decleor, Decleor, Carita, Carita, Cle de Peau, Peau, Nars, Nars, Jean Paul Gaultier, Gaultier, Narciso Rodriguez, Issey Miyake, Bare minerals … was the first company to produce hyaluronic acid from nonnon-animal origin sources … was the first to develop the softening lotion … announced in December that Women’ Women’s Wear Daily (WWD) Beauty Inc awarded Shiseido Honorary Chairman Yoshiharu Fukuhara the “2012 Visionary of the Year Award” Award” in recognition of his strategic development of the global business and rich contributions to the cultural value of Shiseido Shiseido and the industry in total … Bio Performance is #no.1 skincare product in many European countries countries … received 600K value of PR in Ireland in 2013 … grew by 9% on the Irish Market in 2012 --- exceeding the trend that premium cosmetics was to grow by 2% CAGR to 2016.
SKINCARE PRODUCT LINES
Omotenashi credo, a code of conduct shared by BCs wor ldwide for use in day to day activities
Beauty consultants create the spirit of omotenashi at counters to maximise customer satisfaction & expand the number of loyal customers
Training and development 2 days initial 1 day on counter 2 days RX facials 1 day Yutaka facials SS training AW training support… ongoing support … Beauty room service Event focussed Visuals & assets available Local team support Promotions – national GWP Weekly focus and activity Local PR team Event driven – social media support
Photo gallery Customer evening GWP support Area Manager event required
Standard back wall counter with pod.
CRM : LOYALTY
8
Emailings A direct, efficient and targeted communication channel
Reactivity rate: up to 78%!
Seasonal emailings
Product emailings
Promotional emailings
Marketing Calendar 2013 MAR
FEB
HQ PROMO PROMOTION SESEPROMOTION
MAY
JUN
JUL
Luminizing Satin Eye Color Trio 2 shades
ZENSUN & ZENSUN for Men Eau de toilette Fraîche
The Perfect Lifting Duo BOP Super Restoring Cream + Radiant Lifting Foundation
SEP
OCT
NOV
DEC
Future Solution LX New Product
Global Suncare Expert Sun Aging Protection Cream/Lotion SPF30/50+
Perfect Rouge 15 shades
AUG
Bio-Performance Super Corrective Eye Cream Advanced Super Restoring Cream 75ml
Global Body Advanced Body Creator Super Slimming Reducer
SUNCARE Body Care MAKEUP
AVR
Bio-Performance Advanced Super Restoring Cream
FRAGRANCE
NEW LAUNCHES
SKINCARE
JAN
New Skincare Line 7 essential items
Luminizing Satin Face Color 2 shades
Fresh Glow FD
Holiday Limited Perfect Rouge 10 shades Natural Finish Cream Luminizing Satin Eye Color Trio Concealer (2) 3 shades Natural Eyebrow Compact 2-3 shades ZEN On the Go Limited 100ml
123 Kits Purenness / Benefiance WrinkleResist 24
•Skincare + FD Promotion •Mothers & Fathers Day support •WR24/SBN/NP support
HOLIDAY PROMOTION Skincare sets / / Fragrance sets
•Eyecare Promotion •Serum Promotion •Holiday Promotion
Spring / Summer calendar 2013
New launches January
(21.1.13)
Bio Performance Advanced Super Restoring Cream Restore what your skin has lost over the last 7 years in just 4 weeks
February
(4.2.13)
April
(8.4.13)
May
(13.5.13)
ZEN Sun EDT
Spring/Summer Colour Collection
Zen Sun Zen Sun for Men
Perfect Hydrati ng BB Cream 2 shades
Perfect Rouge x 15 Eye Trio x 2 Face Colour x 2
Advanced body Creator Super Slimming reducer Break down, burn out & prevent fat
The skin perfecter Sun Protection 360ยบ coverage
Perfect Rouge Competition
A Traffic Stopping Interactive Promotion • Run in store with and without BC • Run on Facebook
Try & Buy & Win A Prize • Introduce new Perfect Rouge • Find your perfect shade • Try & learn makeup tips • Enter a competition for perfect rouge
GWP March
Foundation Focus
April 8.4.13
Zen Sun EDT for her GWP at launch
‘all you need mini brush kit’ for a quick touch up Buy 2 products, 1 to be the Perfect Foundation Brush Supported with showcard
April (15.4.13(15.4.13- 28.4.13)
National GWP 5 luxury travel size favourites
Buy 2 products, 1 to be skincare
Zen luxury bath soap with the purchase of NEW Zen Sun for her
Choice of 123 step plus New Bio Performance Advanced Super Restoring Cream & NEW Perfect Rouge Lipstick
Special offers & Promotions February
Eye care samples sent to each store. The BC is to give a suitable sample with every purchase.
March
Mother’ Mother’s Day offers available to order NOW
SBN NP Eye with all SBN NP products sold SEC Eye with all SEC, SWL & STS products sold SBN WR 24 Eye with all SBNWR & BOP products sold STS Eye with all STS products sold
EYES
Value sets available:
April Timeless Beauty Promotion
June
Bodycare Father’ Father’s Day
unlock a beauty secret, choose one of these keys, and take it to the Shiseido counter anytime this week and you can discover an anti-aging beauty tip, for the area that most concerns you…..
BOP Eye set SBNWR24 Eye set STS Day Moisturizing set
VALUE
(29.4.13)
ADVICE
Place an order for any Shiseido body product in March & receive a GWP
Value sets available:
SGB Travel Size Exfoliator with any SGB purchase
SMN Moisturizing Emulsion value set
BODY
FATHER’ FATHER’S DAY
Autumn / Winter calendar 2013
New launches August
(5.8.13)
Future Solution LX Total Protective Cream 50ml NEW CREAM FORMULA NEW TEXTURE NEW VISUAL
August
(26.8.13)
SMK 10 8 x Sheer & Perfect Foundation 3 x Eyebrow Styling Compact 6 x Lacquer Rouge 10 x Perfect Rouge 3 x Satin Eye Trio
September
(9.9.13)
IBUKI* NEW BREATH Preview from 26th August. **Duratrans to be IBUKI
HYDRATION PERFECTION INNOVATION
September
(26.9.13)
BIOBIO-PERFORMANCE Super Corrective Eye Cream 15ml NEW INNOVATIVE TECHNOLOGY IMPROVED TEXTURE NEW PACKAGING
GWP JULY
(18.7.2013 – 4.8.2013)
August (26.8.13)
October (17.10.13(17.10.13-3.11.13)
NEW
National Pharmacy GWP 2
Focus: STS MOISTURIZE & PROTECT Buy 2 products, 1 to be STS and receive your Shiseido treats & Shiseido Bag* (actual bag is black or grey)
Camellia Leatherette Makeup Pouch with Mirror GWP with SMK 10 Perfect Rouge launch. First come. First served while stocks last – to promote lips
National Pharmacy GWP 3 5 luxury travel size favourites
Buy 2 products, 1 to be skincare Choice of 123 step plus treatment product PLUS NEW Perfect Rouge Lipstick
Special offers & Promotions Month of July
July
(01.07.2013)
August
(01.08.2013)
OR
GWP
Eyecare sampling
Timeless Beauty Event
(in run up to eye catching sets promotion in August)
FOCUS: BOP ASRC +& Radiant Lifting Foundation OR BOP ASR & Perfect Refining Fondation+
Supported with POS & True or False teasers
“Unlock the Secrets to Timeless Beauty” Beauty”
Eye Catching Sets
Save 25% Star product: SBN WrinkleResist24 or SEC Anti-Dark Circles GWP: GWP 2x SBN Eye Treatment Masks PLUS Mini Perfect Mascara
Special offers & Promotions October
(01.10.2013)
November
(04.11.2013)
WRAPPED IN JOY Go PINK for October Details to be announced at AW2013 training
Holiday sets + Limited allocation of bags, boxes and crepe paper
Contacts For more information on all our products including new launches, visit: www.shiseido.ie If you are interested in running competitions on your facebook page, we will provide with prizes free of
charge Contact: natalie.lough@johnsonbrothers.ie www.facebook.com/ShiseidoIreland For images, beauty advice, videos for your website including “how to� videos; please contact: shiseidopr@johnsonbrothers.ie
Office Phone: 00353 1 408 1533 00353 1 408 1521
Any questions? Thank you