WORD COUNT:

MINES 2290.

thats loads.

Jo.T

LACOSTE PHOTOS

JO.T

what do people think of the 'shu uemura' on the bottom right

it's eurostile, font 30

think if we had that on every slide, it would tie it together more

OH and remember when doing them, save them in both jpg and psd...we'll need the psd when we put animations in

emma's 3 step concept for shu

We believe that with Shu Uemura’s natural yet innovative product range and caring service that the brand has a strong concept that just needs further promotion to increase brand awareness.

Our focus group showed us that service was an important part of the experience when purchasing cosmetics. It became more personal and they knew exactly what they were purchasing and how it would work for them.
We want to focus on the procedure of the preparation of skin and application of products. It is essential that consumers fully understand the product range to get the full benefits of the products Shu Uemura have to offer and this will in turn increase consumers brand loyalty.
We also think it is essential to market and promote the brand to raise awareness. By introducing our “slow movement” concept we believe we can reach a new consumer market for Shu Uemura consisting of consumers who have a busy and hetic lifestyle yet are still interested in looking after their skin and appearance,(pause) the busy working women.

Another inspiration is the geisha as she takes time to apply her make up in stages, preparing her skin and using a specific routine in which her make up is applied. This is Japanese tradition that reflects glamour and poise.

We have put the busy, working women and the slow movement concept together to create a process in 3 steps.

“PREPORATION” “APPLICATION” “INNOVATION”


This idea will create a routine for the consumer and each stage will be a vital part of the process to apply make up. The slow movement influence will make this process extremely relaxing for the consumer and create an experience for them through the consultations that run alongside each stage.

The 3 step process will also increase sales over the whole product range. At the moment the cleansing oils and eye lashes are the best sellers. However, the make up uses unique ingredients that should be promoted and become a popular product in it’s own right.

This idea should open up a new market for Shu Uemura and create a loyal customer base. It should also increase sales of ranges instead of specific products.


emma cubs x

METHODOLOGY

Back and Front to fold out methodology.

Jo.T

MACRO TRENDS TEXT:

As we are aiming to increase Shu Uemura’s marketshare within the L’Oreal group, it is vitally important to analyse trends in the social and retail market that will directly affect the brand in the future, to ensure we remain ahead of other brands in terms of innovation and service.

We have therefore split the following section into Micro and Macro trends, and focused on the key future happenings from our trends research that will benefit Shu Uemura.

Macro Trends:

1. Anxiety:

With the UK going into recession earlier this year, consumers have started to become more anxious when buying into brands. This will further drive an interest in safety, security and permanence, as “People are no longer in the mood to experiment, and therefore we can expect the return of simplicity, no frills, back to basics”. (Richard Watson for nowandnext,2009:online) This consumer uncertainty will benefit Shu in terms of its simple and clear brand identity, and its status as a luxury cosmetics brand combining Science, Nature and Art. This strapline will ensure the consumer feels as though the product has been through a process of being experimented with, and will therefore be more likely to trust the product, however, to increase it’s market share, Shu need a way of marketing that stands out from other cosmetics brands, to ensure they increase brand awarness and loyalty in this difficult economic crisis. To achieve this, Shu Uemura could offer products and services that offer a sense of security, or reduce stress as part of a daily cleansing routine. Instead of just a product, reassurance could be provided by service in store, as “generally it’s reassurance with a human face attached that people
are after” (nowandnext.com:online,2009) These nostalgic products and experiences that offer the belief that we once lived in less anxious times will work well to ensure the consumer feels a vital part of the brand.

2. Ageing:

“According to the UN’s latest biennial population forecast, the median age for all countries is due to rise from 29 now to 38 by 2050.” (economist.com:online,2009) Currently, the world’s societies are ageing at a rapid pace, as people are now living for much longer than what they used to, “In 1900, average life expectancy globally was 30. The figure now is 67.” (economist.com:online,2009) Although less children are being born, and therefore less could-be consumers for Shu Uemura, now is a time when it is vital to gain and retain consumers at an early age, to ensure they stay with the brand when society is ageing.

Shu Uemura is an innovative brand in terms of its beauty process, rather than a fixed focus on one type of cosmetics, and this appeals to all ages of consumer. This is a benefit for the Shu Uemura, as if they introduce the process of cleansing and being made up to particularly a younger audience, consumers will be more likely to be loyal to the brand and trust enough to stay with it in the future.

3. TECHNOLOGY

As Walker discusses the importance of technology in his future trends article; “Make absolute use of technology in retailing to heighten shopper experience and connect your customers. Getting your product to your targeted and connected customer, through your unique proposition, seamlessly delivered with technology driven metrics is the key.”(dynamicbusiness.com,2009:online) it is evident that technology within marketing influences consumer taste, as particularly now, at a time of recession, they want a stronger connection with a brand and its products. Shu Uemura would benefit from utilizing channels such as the internet which would offer consumers an interactive way of engaging with the brand and its values.

4. LIQUID RETAILING

With a growing demand for flexibility and technology in consumer’s shopping experiences, Liquid Retailing is a trend which reflects the evolution of retail format to meet these needs as it is now more about a co-ordinated lifestyle between product and all it encompasses. (dynamicbusiness,2009:online)

Because of this, an increasing number of pop up stores are emerging to provide quick entrance and exit for brands to trial new concepts or products, focusing on creativity, immediacy and innovation.

Retailers aim to portray a sense of urgency to their consumers, through the use of a limited edition pop up store, implying it is a must see event. As Gogoi discusses in his article based on this theory, it is evident “there's a growing sense of haste in people's lives. In response, companies trying to get consumers' attention are trying to create a sense of urgency” (businessweek,2008:online) through the use of these fast paced, one off stores. To increase Shu Uemura’s market share, part of our strategy could include the use of a Pop Up store to create a buzz around the brand and its concept, therefore raising brand awareness. This would be a short-term strategy which would then influence the design and atmosphere of the main store itself, to create a long- term effect. A recent successful example of this was the Lacoste Lightbox Pop Up store in Covent Garden, London which was based upon their sponsorship of the ATP tennis tournament at London’s O2 arena. This not only created a buzz around the products themselves, but through the use of a digital exhibition, focused on the brands heritage and focus.

5. BACK TO BASICS:

Influenced predominantly by the recession, consumers are now looking for tradition and comfort within brands to return to the safe feelings of childhood. U.K. Next Big Thing founder and futurologist, William Higham, identified this trend, commenting that the desire for “heritage-inspired products is driven by Generation Y, who’ve grown up on technology but are now interested in other types of manufacture and the old ways.” (dynamicbusiness,2009:online) Consumers are therefore looking for brands that offer strong heritage and a meaningful brand story that they can then relate and remain loyal to, something which Shu Uemura could focus on with their Japanese traditions.

Havn't done images yet.

Jo.T

MICRO TRENDS TEXT.

Images are on blog already.

Micro trends are the ever changing, current trends. These trends are more specific and defined with focus on certain products and looks.

Make up trends:

Designers such as Hussein Chalayan, John Galliano, Dolce and Gabbana, Matthew Williamson and Giorgio Armani have adopted the ‘glam grunge’ look for autumn winter 09/10 catwalks. Dark, smoky eyes are a main feature for this look, along with either a nude lip or a deep blood red stained lip following the twilight epidemic, to look vampire-esque. Black is the essential hue for a grunge look, creating dark, mysterious eyes.

Another key look for autumn winter 09/10 is a doll look with pale, nude shades. Pretty, feminine pinks or nude shades on the lips, with a natural foundation.

Matthew Williamson’s models have a completely natural look whilst Alberta Ferretti has a similar look, but with pink lips. Chanel has taken the doll image on by adding crystals to the lashes of the models. The key points for this look is good skin and keeping the face and hair natural with elaborate lashes as detail.

Geisha influences have been incorporated into catwalk looks for 2010. Strong colours on the lips and brows shaded in gives a contemporary twist on the traditional Japanese Geisha. Designer Ashish has shown this the most obviously in is collection, however other designers have picked up on aspects of this trend, such as Galliano and Manish Arora.

FRONT COVER EDITED.

One with names and brand new concept will be on paper.

One with birds and Shu Uemura will be on tracing paper

Both together look like this:

Jo.T

CONTENTS PAGE LAYOUT.

click on it to make it bigger.

Jo.T

Presentation Order

1. Intro -------MILY

Concept - slow movement

Origami

USP

2. 3 step process ------- EMMA CUBS

Consumer

3. Intro to promotion ------ JOT

4. Pop up store launch ------- BECCA

5. Blogger night/ iphone app ------ EMC

6. Press pack/ Bus stop / Leafets ----- JOT

7. Micro ----- BECCA Marco ------- EMC

8. Summary ------ MILY

peace

xxx

Ikea Bus Stop

http://www.oobject.com/bus-stops-as-art/ikea-living-room-bus-stop/2450/

Jo.T

mily word count

revised

new intro-128

usp - 262

slow movement -375 this might nede editing if its going to be 'the concept'

pop up - 285

op analysis heritage -325

op analysis raise awar- 266

micro trends (inc.origami)- 394

total 2, 034

mily

instore layout visual

hey guys i dont know if that image has come up, if it has let me know what you think, we can use images in report as well just thought i would made it into a simple mood board to show some more visuals.

Also just finishing the report part to go with it so will send it shortly.

emma cubs xx

instore layout visual

perceptual map

Shu Uemura only has one stand alone boutique, which is located on Neal St, London. However, the brand has 24 concessions in the UK in perfumeries and department stores. This means they are constantly surrounded by competitors in a highly saturated market.

The perceptual map positions the brands in relation to innovation and service. We consider Shu Uemura's main competitor to be M.A.C due to its innovative range of cosmetics that use an exciting colour palette. Shu Uemura make up has been inspired by nature, science and art and this could be promoted to show the colour range and intricate design.
Laura Mercier uses the same price range as Shu Uemura, but gives a consumer a high level of quality service that can influence them to purchase more and creates brand loyalty. The primary research showed that the majority of consumers wanted good service from a cosmetics brand and the focus group showed how service influenced their decision to buy from that brand and how the consumer stayed loyal to that product. (see appendix..)
Shu Uemura showed good service, when our team visited the store in London. The consultant was there on hand straight away and showed us the range of products Shu Uemura had to offer. When we asked specifically about a product we were shown a range of products and were talked through the products ingredients and the story about depsea water.
For Shu Uemura to target this market and create a loyal customer base the brand needs to show a higher level of service and promote the innovative ingredients in the products themselves.
Shu Uemura can also take influence from Bobbi Brown as the brand uses its professional knowledge of the industry to show how the make up should be applied to look like the consumer has just walked off the catwalk. This service is professional, personal and the consumer is more likely to buy the product range rather than just one product as they have been given the complete look.
Shu Uemura should want to move through the perceptual map to show their innovative products to the consumer in the traditional, Japanese way, whilst giving the consumer a high quality of service that should be expected from any luxury brand.

emma cubs x

introduction edited

our aim is to create innovative and exciting ways of extending the market share of the Japanese cosmetics brand, Shu Uemura.

By researching current trends and market behaviour, we will come up with a concept that will introduce a new way of looking and handling the brand.

Looking at global macro trends and the Japanese rituals and heritage for inspiration, we will be giving insight to a different method of promoting and viewing the brand.

We will assess the brand’s strengths and weaknesses to help us create effective and exciting opportunities.

We will create a proposal for both long term and short-term strategies, with the appropriate promotional tools provided. We hope to maintain the essence of the brand throughout with the use of appropriate visuals and brand models.

SWOT

PRESS PACK.

Jo.T

what i've done

I have done 1,079 but that is not including the focus group. with focus group included i have wrote 1972.

I still need to write a bit more on the experiential retail and focus it to the in-store layout as we making that a strong visual think i need to write some more to go with it.

i feel the conclusion and introduction need some more words now that we starting to finish it, this should become a bit clearer for us to write. i dont mind doing this but i am not the strongest writer so may need re-editing!

emma cubs xx