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Shiseido Repositions Its Clé de Peau Beauté Brand for Global Luxury Market

Posted: November 15, 2010

Shiseido is repositioning its luxury brand Clé de Peau Beauté with the aim of strengthening its competitiveness in the global high prestige cosmetics market by fusing domestic and overseas marketing. In line with this, beginning with the Japanese market in January 2011, new basic skin care products (a total of 21 products, 21 items) will be consecutively launched in eight countries and regions in Asia (China, Taiwan, South Korea, Malaysia, Thailand, Singapore, Vietnam and Indonesia) and the U.S. and Canada in North America—11 countries and regions in all, including Japan. The newly innovated Clé de Peau Beauté will be designated as the company's second pillar brand, following global brand Shiseido, and it will be marketed without the Shiseido name in order to enhance its value and presence as a luxury brand.

Background to the Brand innovation and Aim

In Asia, the middle income segment is expanding. However, the world’s eyes also are on the consumer trends of the ultra-affluent segment, depicted as the “new rich” or “billionaire” class. They not only demand the highest level of product and service quality but also are viewed as sparing no expense in investing in themselves, thereby spurring revitalization of consumer markets and influencing fashion and lifestyles. Shiseido will respond to this new need in the global market, and through its luxury brand Clé de Peau Beauté, appeal to the ultra-affluent segment. Additionally, further initiatives will be strengthened to cultivate female consumers in their 30s who do not compromise on investing for the sake of beauty, which is an emerging segment in Japan.

Brand Overview

Clé de Peau Beauté made its debut as a luxury skin care and makeup brand representative from Shiseido in 1982. In 1996, the brand was revamped in view of global developments as Clé de Peau Beauté and is currently available in 11 countries and regions worldwide. In 2004, Synergique also was deployed as a new line in the Japanese market for more luxury-oriented customers. Since its initial launch, Clé de Peau Beauté has adopted advanced technologies from Shiseido’s dermatological research and is constantly evolving as a brand.

Marketing of Line

Under its road map up until 2017, Shiseido is currently promoting various initiatives with the aim of becoming “a global player representing Asia with its origins in Japan.” Innovation of the Clé de Peau Beauté brand is one of the major brand strategies for the global high prestige cosmetics market. Beginning with updating the brand at this time, Shiseido plans to nurture the brand so overseas sales will become roughly on par with domestic sales by 2017. In fiscal 2011, Shiseido will introduce new skin care products, which are the mainstay products of the Clé de Peau Beauté brand in terms of sales, and promote innovation of brand communication beginning with employing a new image model. Additionally, Shiseido will designate the Asian market, where the ultra-affluent segment is emerging in such countries as China, and the U.S. market, where Clé de Peau Beauté products are achieving favorable sales, as global strategic markets. At the same time, with regard to the Japanese market, sales of the top regular users purchasing Clé de Peau Beauté products in department stores are maintaining nearly double digit growth compared with the previous year (2009). For this reason, Shiseido will continuously promote the development of loyal customers and strengthen its appeal to women in their 30s who do not compromise in making investments for beauty.

Model for Clé de Peau Beauté

Upon the launch of new skin care products in January 2011, actress Amanda Seyfried will be employed as the spokesperson and face of the brand. In Japan, advertising will be developed via magazines, the clé de Peau Beauté website and storefront visuals together with the catch copy “Radiance emanates from within.”