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.


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