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CEW Presents Prestige Skin Care’s Top Innovators
By: Nancy Jeffries
Posted: December 4, 2012
(from the left) Tomoko Yamagishi-Dressler, senior vice president, marketing, Shiseido Cosmetics America; Silvia Galfo, senior vice president, marketing, U.S., Lancôme; and Charisse Ford, senior vice president, global marketing, Estée Lauder; talk prestige skin care innovations and consumers at CEW's November 2012 event.
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Galfo highlighted the specific needs within the demographics. “Latin women are concerned about wrinkles, and Asian women have different interests, so both the formulations you create, as well as the way you speak to each demographic, are important.”
The Retail Environment
Noting that Amazon is now entrenched in beauty retail, Galfo said that it is important that the luxury environment be created. “They may have Lauder, Lancôme, and Shiseido on Amazon, however it’s important to create the luxury environment.”
Ford added, “I think it will put beauty on a grander scale,” noting that word of mouth is also key. “Amazon is a great commercial site and we should learn from them and make it work for us,” said Yamagishi-Dressler, while Ford added, “Navigation is key. Getting consumers what they want in their language and creating the right product fit is very important, as is product selection.”
“It has to be well tailored and edited. The packaging, the messaging and the education have to be crystal clear, or it might be confusing,” said Yamagishi-Dressler. Galfo emphasized the need for clarity as well. “It must communicate as simply as possible,” she said. In discussing new retail formats, she noted a store in Tokyo with an open sell environment that combines a Sephora-like atmosphere while also providing a consultation service.”
“Taking cues from the customer as to what kind of service she wants is very important,” said Ford.