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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.