DRAFT OPPORTUNITY ANALYSIS

CONSUMER/PRODUCT/HERITAGE

Products and heritage getting to the consumer.

Having visited the Shu Uemura store on Neals Street, London, we came to find that there was little correlation between the history of the brand and Shu Uemura himself to the products sold displayed and the way in which they were merchandised.

As the ‘hook’ of the brand is seen to be the brand story and the ethos of the product range, it is important that the message is passed on to the consumer and the essence is not lost in the vastness of its owner L’Oreal.

An opportunity for Shu Uemura would be to use their heritage and brand story as a unique selling point to distinguish them in the crowded cosmetics market. It is essential for Shu Uemura to differentiate themselves, and touching more on aspects of the Japanese culture would be one way of doing this. Allowing the brands culture and heritage to shine through in an elegant and respectful way will help the consumer understand and relate to the brand essence better.

A particular focus on the process of applying cosmetics for Geishas would be something to look into. The traditional, beautiful make-up that the Geishas wear takes time and skill; it is a long and careful process to get the incredible results.

Shu Uemura says that there is “an art to beauty” and that “beautiful make-up starts with beautiful skin”. These quotes from Shu Uemura relate back to the traditional methods which were used for the Geishas and this could be an opportunity for the brand to touch on.

An opportunity focusing on the idea of slowing the process of beauty down; focusing on the care and detail of each step of the beauty regime to ensure that the outcome is professional and beautiful. This can be applied to the in store environment of the store, the service provided and even the packaging and ways in which the products are merchandised.

MILY