Mar 28, 2015
S H I S E I D OB o d y C a r e
1993 Dior Svelte
The body care market
A fierce competition :
Levelling off in Essential Energy sales
1995 Clarins Lift Minceur Lancôme Réflexe Minceur
1997 Dior Svelte PerfectClarins Lift Fermeté
1996 Lauder Thigh Zone
Essential Energy
A beautiful body line by activating the essential energy andpowers of self-healing mechanism inherent to the human body.
A complicated 3-step care
Outdated packaging
Change in the market
S h i s e i d o E u r o p e - T r a i n i n g D e p a r t m e n t T r a i n i n g O b j e c t i v e s
S h i s e i d o T r e a t m e n t i n E u r o p e
S h i s e i d o E u r o p eT r a i n i n g O b j e c t i v e s
Flow Chart
Training G.IOD
- convey 100% information
TrainingManager
Head of Local officeSales Staff
B.CsRetailers
CUSTOMERS
TrainingDirectorof R.H.Qs
- convey 100% information
- convey 100% information
Tasks / Major Responsibilities of Training Managers
Managing and conducting Comprehensive Trainingand Follow-up Training.
Managing and conducting training for new productsand promotions (for BCs and retail stores).
Planning and implementing activities that improveBC skills.
Planning and implementing training programs for new stores and sales staff.
Planning and implementing training programs for in-house staff.
C o m m u n i c a t i o nA c t i v i t i e s i n E u r o p e
Product Communications
Public Relations
To support the sales of Shiseido products andto strengthen a Shiseido image
in European affiliates and distributorsthrough the communication activities
Mission
Product Development
N e w g l o b a l c o u n t e r m a n u a l
New Global Counter Manual
Clearly communicate the Shiseido brand values, while preserving the Shiseido brand tradition and meeting changing needs.
Help to deepen and carry forward the relationshipswe build with our customers.
Unify the prestige brand image and strengthen brand identity on a global level.
High Quality High Image High Service
Basics concepts
The need for more professional one-to-one counselling.
The need to be able to freely test, choose and purchase products.
The need to make purchases easily and rapidly.
As the era changes, customer purchase behaviour changes.
New Global Counter Manual
c Enhance visibilityfor Suncarein Summer + Winter
d
European Strategy
Generic tools for Christmas 1998 and all year round.
3
Bio-Performance (1st semester 1999)
Gentle Bio-technology with exquisite textures
Promote product textures
- Invite customers to discover exquisite textures (SE PR Department).
- Packet sample with card SE has requested to continue after launch.
2nd orders, ETA February 1999. Final details will follow in September 1998.
- Pouch with samples Essence 7ml, Regular 7ml, SBN cleansing foam (next order to IMD 8/98, ETA 2/98) Assemble locally
Focus on Relaxation, the Oriental way, symbolized by fresh bamboo.
Relaxing Fragrance
2
4
1 Promotion- BC incentive for February : Yukata
- Gift box with bamboo
Provide visibility on point of sale- Window Display Guidelines for local production
3 Public Relations- Relate a story around Bamboo
Samples- Brovit Shower Gel & Body Lotion (approx 2FF)
Provide competitive visibility for gift periods.
Basala
Counter display to present promotion
Ekta to communicate the promotion in the press
Travel set Travel bag
Focus on Suncare
for Summer.
Suncare
Communicate
also in Winter.
C l é d e P e a u B E A U T E (CPB)E u r o p e L a u n c h M a r k e t i n g P l a n s
M A R K E T I N G F U N D A M E N T A L SD i r e c t i o n o f C P B M a r k e t i n g
1
2
Enzyme activationnormalization theory *Introduce SHISEIDO’s latest, best skincare technology.
Increase foundation tones *Add appropriate colors for the European market to the 6 colors currently available
Point Strengthening Product Power
M a k e u p
Main visual Tester visual
1 MK 21ST Promotion S/S 1999
R e l a x i n g F r a g r a n c e
1 9 9 8 F I F I A W A R D W I N N E R :1 s t P r i z e f o r t h e P a c k a g i n g C a t e g o r y
R e l a x i n g F r a g r a n c e
S H I S E I D OS u n C a r e
A Skincare - Conscious Suncare Line
1st launch 1993 11 items1997 Ultra-Light Sun Block Lotion SPF 301998 Refreshing Tanning Spray SPF4
22 items
Sun Block Compact SPF32
Present Situation
Sales results ’97 2 062 000 units Ex - factory
Shiseido’s strength Protection 63% of total suncare in units
Two Shiseido best sellers
Tanning Compact SPF4
V o c a l i s e
5 Vocalise - Packaging
Simple but expressive.
Unique shape that differenciate form competitors.
i n t o t h e n e x t
M i l l e n i u m
1 Industry Trends
2 1997 Cosmetic and Fragrance Growth Rate
3 1997 SHISEIDO European Rankings
4 Consumer Trends
5 Objectives
6 Strategies
Industry Trends
Mega players
Niche brands
Globalization of the market place
Retailer innovation
Increasing importance of mass market