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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.

Shu Uemura presentation part 1  

a university presesentation prepared for a group task.