1. Introduction
The world has its eyes on the Japanese cosmetic market: the Japanese beauty market is increasingly attractive when it comes to the quality, the effectiveness and the packaging of products. The manufacturing techniques, unique and natural ingredients like yeast, camellia flower or soymilk, plus their luxurious presentation are known and loved by women worldwide. Japan is the second largest market for cosmetics, right after the US with an annual market value of 1.4 trillion Japanese yen (Llyod, 2004). It is an unique market for cosmetics; brand conscious and fast moving. From princess-like packaged face powders to face masks with traditional kabuki motifs, based on the classical Japanese theatre, the Japanese market has no limits.
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15). Cultural and traditional values can be a big success or fail for a brand, as already mentioned in the theory of framing, using a country’s tradition can enhance brand awareness and empathy. Especially in Japan, a nation, which belongs to the category of continuous cultures (Inkster and Satofuka, 2000, p. 34) with such diverse and old traditions, implementing these correctly can effect consumer loyalty. Japanese cosmetic companies themselves have perfected the way to implement tradition values and rituals into their cosmetic lines. One company carries out 400-year-old traditions not only in their products but also in the packaging of their products: Makanai Cosmetics. The term makanai is the Japanese term for “company employee benefits” and refers to the women that worked in the background of a gold beater, which was established in 1899. These women were suffering from skin problems caused by intense heat, dryness and lack of ventilation. To find a solution to tackle their skin problems these women used the materials and ingredients around them and developed several products. Over 100 years the products got revised and re-developed. The female employees also tested all of the hand-made products on their own skin, ensuring its quality and effectiveness (Makanai Cosmetics a, 2015). Until today, all of the products the brand offers are hand-made, organic and labelled with the signature logo of a rabbit pounding Japanese rice cakes in a wooden mortar. The products range from a pouch, made out of the same
Napoleon must also be aware of the new emerging trend and preference of natural cosmetic products that have recently taken 4-7% of the cosmetics industry in Canada in the past couple of years. The shift towards natural ingredients within cosmetics that contain vitamins and properties such as palmetto oil and calendula has been due to the increased health benefits, Growing health awareness and praise from consumers and beauty experts, generating curiosity for such cosmetics who share their positive reviews and recommendations. And most recently, this is increasingly occurring online on websites such as BlogSpot and YouTube.
Mazal Group was founded in 2007, in Chatsworth, California. They have six main brands and two brands being developed. With their emphasis on cosmetics, they have shown excessive growth in the last few years, opening an average of eight new stores and ten kiosks each year. They have eighty-four employees in their headquarters, up from the initial eight that started in 2007. In 2013, the cosmetics industry in the United States earned revenues of $56.63 billion, with facial skin care representing 27% of the industry (Exhibit 1). CEO, Adi Oded, says, “The cosmetics industry, especially in skincare, is booming. We have all these baby boomers getting older and looking for anti-aging solutions and we are giving them those solutions” (personal communication, June 27, 2014). The cosmetic industry is constantly developing and this in-depth analysis will provide the explanation of why Mazal Group has had so much success in recent years.
What does your critical analysis of the website reveal to you about Cindy Jackson’s sense of her social self, her self-concept, her self-esteem and her self-presentation?
Cosmetics International Cosmetic Products Report, “Cover Girl Bolsters it’s Foundation.” July 1999 v15 i174 p11.
Historically, the purpose of a cosmetic product, which include personal hygiene products, skin care product, make-up and perfumery product, was to decorate and modify the appearance and odour. Although originally its purpose was essentially to enhance the appearance and odour , cosmetic products have gradually developed towards more functional role and continue to gain the capacity to cleanse, dramatically modify, protect and maintain in good condition. Cosmetic product are intended for application on the skin, external mucous membranes, hair ,and nails and to have a local effect , it is not intended to respond to metabolical needs , and is not the function of the cosmetic
Makeup and skincare products are very important as a mile stone in our history, it also symbolizes the development of human civilization. Around 3000 BC, the Egyptian have had already discovered the every possible cosmetic products we are using today. The Ancient Egyptians were famous for their knowledge of beauty and their practice in cosmetic products. Until recent years the remains of their enormous palace, temples and monuments like the Pyramid attract archeologist and tourists alike. The Egyptians are well-renowned for their precision and techniques in the field applying methods that even modern day technologies wouldn’t be able to reproduce. Their pursue for perfection was not only contained in their monuments but also to the perfection of their self-appearances. The Egyptians were the first ancient culture that was recorded to apply and develop skim care and techniques. They had creams for stretch marks and to counter aging. They used oils to hydrolyze their skin and they had array of perfumes which all exemplify a well-developed civilization in terms of luxurious social culture. Their sense of beauty is deeply related to their religion. It is believes that presenting an attractive appearance is the best way to embrace the god and get closer to the god.
Before any company develops a marketing strategy, it needs to understand the market its entering. Beauty market does not only consist of make-up products, it has a lot of different submarkets. Products that are offered by Sephora are similar to Ulta Beauty’s and other beauty retails, they include: cosmetics, which includes products for the face, eyes, cheeks, lips and nails; haircare, which includes shampoos, conditioners, styling products, and hair accessories, salon styling tools, which includes hair dryers, curling irons and flat irons, skincare and bath and body, which includes products for the face, hands and body, fragrance for both men and women.
In accordance with positioning Yue Sai for the modern Chinese woman, Yue Sai should promote its cosmetics lines on the various social media sites, for example Weibo. Promoting on Weibo would give better exposure to young women who represent the average consumer of cosmetics. Also, it would be in the best interest of Yue Sai to continue its recent partnership with Du Juan. Du Juan representing the face of the new Yue Sai embodies the positioning strategy targeting the modern Chinese woman. Yue Sai should also promote the Vital Essential line as well as incorporating more traditional Chinese medicine into their campaign. The Vital essential line seems to be the only bright spot in Yue Sai’s repertoire and holds the possibility in helping Yue Sai become more profitable.
Chang’s discussion focused on the effect of ‘superlogos’, or high-fashion brands such as Chanel and Louis Vuitton, tracing the growth in fake products to the Japanese period of ‘logomania’ in the 1980s. During this period, explosive growth of the Japanese economy led to one of the highest per-capita incomes in the world (Chang, 2004). It also led to a shift in consumption patterns, with the previous consumption patterns set by American occupiers (an ‘American’ mode of consumption, focused on quantity of goods) shifting to a ‘European’, quality-based consumption model (Chang, 2004). During this period the brand logos integrated into clothing and other items became increasingly important, as they were indicative of consumption power (Chang,
Thanks to the influence of the ancient Egyptian introduction to makeup art in burial rituals, makeup has made its way all around the world and established its position as a very successful industry. Among several cosmetic and toiletry brands, Lancôme Paris, is one of the most popular today. Examined by one of France’s most prevalent thinkers, Roland Barthes, Paris is seen as the world center of sophistication, elegance and high society. An expert on the nature of society, Barthes, is also famous for his theory of the cultural myth that subconsciously produces meaning in the most basic parts of our lives. Combining Barthes definition’, its lustful visual and charming slogan, a vintage cosmetic advertisement for Crushed Rose lipstick allures its consumers by producing myths regarding instant beauty and perfection with the purchase and application.
A business with brand equity would have the benefits of incremental attraction, cost advantages and sustainable price premium. It is shown in the article, “In 2015, MUJI posted an eighteen-percent increase in revenue over the year, to $2.14 billion, and a fourteen-percent increase in profits, to $196 million…” (The Commercial Zen of Muji,2015) It demonstrates that MUJI’s implementation of ‘no-brand’ branding has worked in their favor as the brand equity raises MUJI’s sales growth, inspiring the company to expand globally. From a domestic retailer, it has grown into an independent two-billion-dollar company with hundreds of stores not only in Japan but also spread around the world. Simultaneously, MUJI doesn’t stop expanding the range of products. Initially, it only had about forty different products, including snacks and household goods. However, today it sells more than seven thousand items, ranging from furniture to cosmetics (beauty and basic skin care products) which allows it to dominate the industry in terms of market share.
Marketing is a essential part of a business because it helps to control the way that goods or services are sold. When marketing a specific product or service it is crucial to be well informed in all aspects of marketing, which include the marketing mix, marketing strategy, target market in which you will offer your product and the environmental factors that could effect how your product is received, including social and cultural difference, competition, economic and technological aspects. In this paper I will explain how I will market the product which I have chosen. An Herbal Shampoo brand called "Herbalize."
After studying the cosmetic market we can identify a series of needs in this market:
Mistine is still the number one cosmetic in Thailand and provides more than 6,000 products, which are divided into 5 groups (Mistine Cosmetics, n.d.). Mistine offers Body Care, Personal Care, Make Up, Fragrance, and Skin Care (Mistine Cosmetics, n.d.). All of their products are certified and produced through quality manufacturers (Mistine Cosmetics, n.d.). The distributor, Better Way Company, feels that because of its acceptance throughout the Thai market Mistine can become “number one in the heart of worldwide cosmetics users” (Mistine Cosmetics, n.d.). Better Way recently built a new “state-of –the-art” distribution center (Mistine Cosmetics, n.d.). It is being considered “one of the most advanced technological systems in South East Asia” (Mistine Cosmetics, n.d.).
Beauty product can be defined as cosmetics; materials and devices made and sold for the purpose of enhancing the physical attractiveness of users or in other words, as any product, especially a cream or lotion, intended to improve a person's appearance . We live in society where people nowadays are very obsessed with beauty and spending so much money on beauty products. Since we were children, the society taught us that beauty is happiness, wellness and everything. This creates a mindset that only attractive physical appearance is beauty, even though ‘beauty’ is a very subjective word where it can apply to many things. It is a rare sight these days to