The slow movement
Our concept for Shu Uemura is based upon a global phenomenon of ‘the slow movement’.
“The slow movement is a cultural shift towards slowing down life’s pace.”(making a slow revolution 2009:online)
The slow movement can be applied to all aspects of life. It is not necessarily referring to the literal meaning of ‘slow’, but the idea if taking time and addressing issues with care and attention. A large aspect of the movement focuses on the food industry. Not only does this slow food movement benefit consumers in terms of healthy living (a direct opposite to fast food) but it is also politically sound, focusing on the use of sustainable food produce and helping the build of local economies. It focuses on the use of traditional methods and skills, which can be applied to modern day life. (slowmovement 2009:online)
We think that this movement can then be applied to the beauty and cosmetic market. By slowing consumers down, giving them time to be educated and shown the beauty products; their benefits, methods of applications and general skincare. Taking the focus away from the ‘hard sell’ of one or two specific products and giving them an education and specialized service will, we hope, create a brand loyalty.
Shu Uemura refers to the cosmetic range as “the art of beauty”(shu Uemura 2009:online) with high standards of creation in products, packaging and brand visuals. The reference to cosmetics being an art implies the care and attention to detail which the brand provides. This aspect of the brand can also be related to the Japanese heritage of the brand, specifically to the Geisha culture and the makeup procedure that they go through to achieve their flawless appearance; an aspect that we believe should be focused more on.
As Shu Uemura’s ethos is “beautiful makeup starts with beautiful skin”(shu Uemura 2009:online), it is fitting to have a slow movement to start makeup from the beginning.
We have arranged a three-step process for consumer to experience that will help them focus on the whole beauty process. Preparation, application and innovation are areas that have been focused on for the consumers ‘path to beauty’. The details of this process can be found in the USP, 4.3.
References:
http://www.shuuemura-usa.com/_us/_en/discover-shu-uemura/japanese-art-beauty.aspx
http://makingaslowrevolution.wordpress.com/
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