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

what i've done.

macro trends: 981

pen profile-older consumer: approx 220 (might not count though?)

opportunities in technology: 280

press pack: not wrote about it yet

bus Stop: not wrote about it yet.

origami leaflets: 372

so far:1853 inc. pen prof.

just finishing making press pack. will photo etc and post on here then write about the other bits that i havent yet.

Jo.T

draft script type thing

Presentation

When looking at the brand Shu Uemura, we decided that liked the product, we loved the packaging and we thought that the brand values were strong and concise. We found that the brand covered a wide range of products from skincare to innovative and creative items that are pushing the envelope in the beauty and cosmetics industry. However we found whilst Shu Uemura has such a strong and interesting brand story, it has not been utilized enough to really establish themselves in the market. Whilst we want to stay away from cliché Japanese imagery and connotations, we would like to make references to the culture in a subtle and effective way to help differentiate the brand without changing or extending the product range. Focusing on some of Japanese Arts and rituals and processes within their culture will be a good way of setting them apart for their competitors.

As Shu Uemura focuses on art, science and nature we want to emphasize the art aspect of the trio for the visuals of the brand and this is reflected throughout. The current store image and visual merchandising is strong, with clean cut lines and mainly white and black it is simplistic and somewhat futuristic which aesthetically is strong and professional. It allows the product to take main focus, which we respect. To maintain the current visualization of the store but also tie in an art form, we thought that hints of origami would be appropriate. Origami has been seen in all forms, from packaging, to fashion to architecture and the structure and folding of paper makes a nice visual without being too obvious.

The main theme of our concept for Shu Uemura is for them to promote a movement. The ‘slow movement’ is a huge global phenomenon; it places emphasis on not just the literal slowing down of life’s everyday pace but the idea of taking your time to do things properly. It is not an anti consumerist ideology at all, it simply focuses on taking time to do a procedure well, in many cases this involves looking at the ingredients of the products and applying skills and methods in a more traditional way. Interestingly, this current trend ties in well with Geishas in Japanese culture- it can take up to two to three hours for the Geisha to go through the process of applying their makeup and put on their traditional garments in the correct way.

We believe that with Shu Uemura’s natural product range and the care and technology taken to produce the products shows that Shu Uemura is already half way there. What we want to focus on the procedure of the purchasing and the application of the products. It is essential that consumers fully understand the product range to get the full benefits of the products on offer and this will in turn increase consumers brand loyalty. We also think that is absolutely essential to market and promote the brand to raise awareness. By introducing our ‘slow movement’ concept to the beauty industry, this helps us define a market- focusing on the busy consumers who need time out to focus on themselves.

We believe that by reaching consumers who have a busy and hectic lifestyle yet are still interested in looking after their skin and appearance it will help extend the market share of Shu Uemura.

We have come up with three main promotional tools for the general public and two further ones for the press and bloggers.

In a time where social networking and viral promotions are at a height, we noticed that Shu Uemura have already got fan pages on networks such as facebook. We feel that whilst facebook is a valuable tool for marketing, this idea has already been done. Our effort takes account of the most influential current bloggers, by communicating with these select individuals or groups we can offer them advance product viewings and treatments before the general public or even the press and media. By giving them inside knowledge of the brand, they can help the brand create hype on less of a corporate method, but more word of mouth. These bloggers are products savvy and are well aware of what’s going on in the market. With education from the Shu Uemura artists, the bloggers will in turn become unofficial representatives of the brand.

The first main promotional tool for the general public and for the blogger and press to experience is to create an innovative pop up store. A temporary environment for consumers to book treatments and to be shown how the product range can be used best effectively used and applied.

The space will be provided for people to slow down and take time out.

There will be a slight theme within the pop up store that can be carried out to the other concessions, this will be a three step process for the consumer to experience.

We have come up with a routine for the consumer; preparation, application and innovation.

Our aim is to create brand loyalty throughout the whole product range as opposed to impulse purchases such as the eyelashes or investments such as the cleansing oils. By breaking down the process of buying and applying cosmetic products into three segments the whole product range is being covered without the pushiness of a salesperson. The slow movement is applied here, as the consumers are encouraged to take their time to sample and view the products properly and book treatments to do this effectively. This is going to differentiate the brand from its competitors such as Mac and Laura Mericer and it can be their unique selling point.

In order for the pop up store to be successful it must be known about, and therefore effectively promoted to the right target market. Our first way is through our bloggers mentioned earlier and we will also create a press pack for the media so they are informed and can begin to write about.

Our other forms of promotion will be guerrilla marketing. We decided that an innovative form of guerrilla marketing will capture people’s attention on a large scale, but also it can be directed to our target market. We have come up with the idea of creating ‘slow’ environments within fast pace locations. For example near Bow Lane in the business district of London. If we created microenvironments in bus stops, tube stations and general locations where people are on-the-go, the consumers will take notice of the relaxing, calm visuals.

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

total 1,640...not as low as i thought.

i wrote something about me writing a bit on swot but can't remember...anyone else remember!?

mily

Word Count

Intro - 115
Methodology - 573 (needs book references)

Consumer - 171
Ethical Considerations - 181
Competitor Influence - 375
Aaker model and Lovemarks - 130 (needs questionnaire statistic)
Opportunity Analysis (Instore environment) - 246

Summary - 271 (needs more)

TOTAL - 2062


Rebecca.

Blogger night.

Over the last few years, Blogging online has become a big phenomenon. From blogging about your day to day life to outfits post to inspiring photographs, blogging was allowed people to get show who they really are and share important pieces of information and inspire others. We feel that by holding a blogger night this would be a perfect way to create a buzz about our ‘Path to Beauty’ concept virally over the internet.
We will invite wonderful British inspiring bloggers to come down to the pop up store and experience our concept first hand and in return they will write about the Shu Uemura ‘Path to beauty’ no there blogs. We want to make the bloggers feel special therefore this part of our promotional strategy will become before the press event. Susie of Style bubble, Audrey of Frassy, Claire of Young Sheild and Dee of Delightful and Stevie of Discotheque Confusion are just a few of the bloggers we will be inviting to the event.

Pop up store

visuals for the pop up store

Pop up store

The pop up store

With mintel’s records showing us that 81% (mintel2009:online) of asked consumers over the age of 16, were not familiar with the niche cosmetic range Shu Uemura , it is essential that this is changed and Shu Uemura becomes a more recognized brand.

An effective way of promoting the brand would be to create a pop up store. As we have taken inspiration from origami, the store would reflect this in it’s architecture and interior, which would not only suit the brand but also would be eye catching and interesting for the consumer and provide strong aesthetics in terms of promotion.

The concept of the store is based upon the slow movement. By reaching out to the busy workers of the cities and giving them an environment where they can take time out, slow down and they can also get to experience the brand Shu Uemura.

The temporary store will first of all be set up in a London location, for example off of Bow Lane in the busy business district in London, visually looking like a origami piece of art it will have the slogan ‘begin your path to beauty’, along with a website address. By simply having the pop up store with website address and no additional information before the official opening, this alone will create interest and hype.

The main purpose of the pop up store is to create a peaceful environment for consumer to access once made an appointment online for the Shu Uemura experience. Through alternative methods of promotion such as guerrilla marketing and unique origami leaflets sent out to our target market, for example in the city business district of London, these people will be informed of the experience available at the pop up store and will easily be able to book an appointment.

Bloggers will first of all be informed about the new pop up store before anyone else. This will give them the desired inside knowledge to begin the viral promotions. Following the bloggers night there will be an official launch night for the press and media for them to write about and promote through means of online websites and magazine articles or recommendations.

Once promoted well, the pop up store will be open for the public to visit. Products will be able to be purchased as well as the paid treatment which will be offered.

appointment card

here is a mock up of the appointment card which will be on the website.
not sure if it would need a little description of what exactly will be offered?

photos from showstudio for macro trends:

Jo.T