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Coming down to the young segment, we decided upon the following targeting. Our Shiseido girl is 16-24 yo belonging to the middle-upper socio-economic class. She is fresh, carefree, confident, outgoing, sophisticated and stylish. She definitely wants to look beautiful-as all girls of this age do- but she doesn’t follow the masses. She is romantic, reads books and avoids showing off. Her beauty is apparent and doesn’t need to be poshy. She enjoys life, being different and following her values. She just needs to reveal her real self. She is sophisticated and unique.
Therefore our positioning statement…..
Regarding our promotional strategy, we wanted to promote the sophistication, uniqueness, freshness and at the same time the product lines targeting young women. We wanted to communicate the corporate slogan. So we decided upon the “Reveal your real self. Be unique. Be Shiseido” copy following the communication umbrella of the company.
Regarding the print ads we chose magazines that appeal to our target segment.
In addition, trying to communicate uniqueness through TVCs, as mass media is definitely THE WAY to increase brand awareness, we came up with this idea. Imagine we are in Mykonos, the popular island known for its party-animal atmosphere. Everybody gets drunk, does things to show off, is poshy, but our Shiseido girl is different. She is fresh and unique and she knows it. She is by the sea enjoying calmness, the beautiful scenery, reading a book in her ipad. She is unique. She is Shiseido.
Internet and social media is also a must do promotional strategy for the young segment.
We will have an Android and IOS application, where our girl may try the Shiseido products by uploading a photo. There will also be videos with beauty tutorials for make-up and skincare.
On facebook and twitter instant quotes will communicate Shiseido’s values, trend insights, events… and contests will be run. The winners would enjoy free make-up treatments by a famous make-up artist and a Sushi night with him getting make-up tips!
Web banners will appear in famous beauty sites, beauty tutorials will be posted at Shiseido Greece channel and the creation of Shiseido Online community will include a beauty forum and product online reviews, which are really important as we saw in the trends before. In this way, we can enrich our database with young customers, keep track of their purchases, do targeting advertising, and communicate through newsletters new products and events.
Of course we also need to engage our young girls. We are planning to organize events along with make up artists that will reveal tips and give advice. Besides, make up artists will do our girls make up. Afterwards painters will make portraits of the girls and a collage will be made with these portraits under the tagline “Reveal your real self. Be unique. Be Shiseido”. This will be communicated through social media.

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