Sources of KOSE`s Brand Power

Sources of KOSÉ’s Brand Power
Brand Marketing —Attractive brands via optimal sales channels—
KOSÉ utilizes a unique brand marketing approach of offer-
brands at each stage, from the product itself to sales chan-
ing each brand through the sales channel best suited to its
nels and communication at the sales counter.
particular characteristics. We strive to create attractive
HighPrestige
Brands
Prestige
Brands
Cosmetaries
Brands
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To achieve this, KOSÉ assesses consumer needs in
through a careful consideration of all its aspects, including
terms of the sense of value brands offer as both a cosmetic
texture, fragrance, potential and actual effectiveness, price,
and lifestyle. Drawing on KOSÉ’s distinctive style of intelli-
and package design, as well as the occasions and season
gence and sensuousness, we then fashion the brand
for use.
The Highest Levels of Quality
and Service
KOSÉ high-prestige brands feature high quality made possible
by bringing together the latest technologies. Befitting luxury
brands, we sell them mainly in specialty cosmetic stores and
department stores. Specially trained beauty advisers introduce
and offer products after detailed advice sessions that include
skin analysis.
Cosmetics with High Added Value
for a Wider Customer Segment
Products in this category have high added value, but are sold
through a broader range of sales channels: PRÉDIA through
specialty cosmetic stores and INFINITY through general merchandise stores and drugstores, not to mention the SEKKISEI
brand, now synonymous with KOSÉ.
One Step Above the Rest
In addition to cosmetics, self-selection brands include hair-care
products, such as shampoos and conditioner, as well as other
toiletries developed with a cosmetic bent. We refer to these as
“cosmetaries.”* Consumers can purchase these quality products for a reasonable price at general merchandise stores,
drugstores, and convenience stores.
* The word is a fusion of “cosmetics” and “toiletries.”
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COSME DECORTE
For Women Seeking
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Sources of KOSÉ’s Brand Power
A Global Brand Offering
the Highest-Quality Cosmetics
with the Finest Service
COSME DECORTE was launched in 1970 as one of
KOSÉ’s high-prestige brands, and has remained a
ufavorite among many women seeking eternal beauty. The brand has earned the utmost trust of customers through our pursuit of the highest-quality
products incorporating leading-edge technologies, along with the skin exams and meticulous,
individual counseling provided by highly skilled
beauty advisers at sales counters.
metic stores
The brand is sold mainly through specialty cosmetic
and department stores that provide counseling services. In
addition to Japan, COSME DECORTE has regular users
around the world, including in Italy, China, Hong Kong, Taiwan,
South Korea, Singapore, and Malaysia.
Directly Managed Esthetic Salon Increasing
Fans of COSME DECORTE
A New Powder Foundation
for a Youthful, Natural Complexion
To further enhance customer satisfaction with the COSME
The COSME DECORTE AQ MW skin-care line, launched in fall
COSME DECORTE,” a directly managed, full-service facial
2010, was developed around the concept of “miracle wonder
esthetic salon, in the Ginza area of Tokyo (Mode Annex of
for the skin,” with the world-famous designer Marcel Wanders
Printemps Ginza). This salon features private rooms that offer
selected to serve as art director. The line articulates an edgy
an elegant relaxation space for clients, where specialist advis-
worldview that fuses elegance and art, and has become one
ers provide skin-care and beauty advice. The salon is a con-
of the series that symbolizes the COSME DECORTE brand.
necting point for regular users of COSME DECORTE and new
In fiscal 2013, KOSÉ added a new type of powder foundation and other items for the COSME DECORTE AQ MW line.
DECORTE brand, in fall 2011 KOSÉ opened “salon de beaute
customers, and helps to enhance trust in the brand, and
create many additional fans.
This new powder foundation is focused on providing a youthful, natural complexion, the latest trend in base makeup. The
item includes a powder to give the skin a natural complexion,
a powder to provide shine and transparency, and a foundation
for a base. Using a blend of these three colors and sensationss
provides the type of youthful, naturally beautiful color difficult to
achieve with conventional powder foundations, and has made
it one of the line’s more-popular items.
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ADDICTION
Winner of the 2012 VOGUE
“Best of Beauty” Prize
ADDICTION is a makeup brand targeting all women, regardless
of age, who are seeking their own style. AYAKO, a Japanese
makeup artist based in New York and active worldwide, determines the general direction for the brand, creating a style to
maximize the individuality of each user.
During fiscal 2013, KOSÉ once again offered select seasonal
collections planned by AYAKO. One of the items from this
series that was wildly popular with women, ADDICTION
“Nail Polish Spring 2012,” was awarded the
“Best of Beauty” prize (Makeup Division) by
the fashion magazine Vogue Japan.
JILL STUART
asYourself
Renewal of a Popular Body-Care Line
The producer for this cosmetic brand is Jill Stuart, a fashion
designer who is tremendously popular with young women
around the world. The brand skillfully draws out the dual characteristics of “innocent” and “sexy” that exist side by side in
young women to create the perfect blend of “kawaii” cuteness.
During fiscal 2013, KOSÉ launched the renewed
JILL STUART Relax line, a popular series of body-care products with a revamped product lineup and packaging design.
The items that comprise the line allow the user to thoroughly
enjoy the sweet fragrance of a comforting “aromatic white bouquet” at any time, while the lily-white container designs have
also proved popular.
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Kawaii
in All Girls
Sources of KOSÉ’s Brand Power
SEKKISEI
Skin-Beatifying Benefits Widely Recognized
Overseas
Marketing Focus to Expand Sales
SEKKISEI is a long-selling skin-care brand that has remained
aimed at winning new customers, and promoting the brand
a favorite of customers of all generations since its launch
among existing customers. Specifically, we engaged Yui
in 1985. Containing a perfect combination of Chinese and
Aragaki, an actress popular with women of all age-groups, as
Japanese herbal extracts with highly effective moisturizing
the new face for the brand, and ran a promotional campaign
benefits, SEKKISEI aims to provide “skin as clear as snow.”
highlighting SEKKISEI as expressing a fresh and transparent
The brand includes a broad range of items, including face
lotion, facial packs, emulsion, and moisturizing cream, and
During fiscal 2013, KOSÉ conducted a marketing campaign
feeling, and the attractiveness of adult women.
Further, as part of its environmental conservation effort,
has received broad customer support for its evident skin
KOSÉ continued the “SAVE the BLUE®” campaign to donate a
benefits and ease of use. In Japan, SEKKISEI has already
portion of the sales from SEKKISEI to coral cultivation efforts
become a brand that is regularly used by two generations,
in Okinawa.
and the brand name is becoming widely recognized around
the world, centered on Taiwan, China, Hong Kong, South
Korea, and other areas of Asia.
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ASTABLANC
A New Skin-Care Brand with High Functionality
ASTABLANC is a new aging-care brand designed for adult
Medicinal Whitening Essence
Also Part of the Line
women concerned about small wrinkles and spots. KOSÉ suc-
For the launch of ASTABLANC, KOSÉ recruited the vibrant
ceeded in combining “astaxanthin S” (moisturizer), the result of
and recognized actress Yuki Amami as the face for the brand.
KOSÉ’s 20 years of research on the natural pigment com-
We are raising brand awareness through a diverse media mix
pound astaxanthin, with components for moisture retention
that includes television commercials and in-store promotions,
and skin whitening, and incorporating these into face lotion,
as well as web, magazine, and transportation advertising.
emulsion, and other products.
In February 2013, KOSÉ announced the launch of
The products provide a gentle elasticity to smooth the tiny
“Revolution White” for the ASTABLANC brand, a medicinal
wrinkles caused by drying, and to control excessive melanin
whitening essence combining the whitening agent “kojic acid”
from ultraviolet light. Using the full product line provides
and the moisturizing agent “astaxanthin S.” The item has
24-hour aging and whitening care.
attracted much attention for providing both whitening and
aging care at the same time.
Aging Care
for Adults
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Sources of KOSÉ’s Brand Power
STEPHEN KNOLL
Entry into the Hair Salon Market
and Efforts to Establish the Brand
Jointly developed with the leading New York hair stylist
Stephen Knoll, this is a total hair-care brand that offers a
salon-quality finish. Fans of the product line are steadily
increasing, mainly for shampoo and conditioner, with many
regular users of hair coloring as well.
During fiscal 2013, KOSÉ launched
“Color Couture Hair Color,” a hair coloring
that provides beautiful and long-lasting coloration comparable to a hair salon treatment. We also developed and launched
“Stephen Knoll Professional,” a line of
products exclusively for salons, and are
working to further establish the brand
along with existing consumer products.
Total Hair-Care
That Is a Step
Above
Je l’aime
Hit Product with Sales
Nearly ­Double ­Expectations
The market for non-silicone shampoos is expanding, particularly among young women desiring natural products. Je l’aime
is a new hair-care series to meet this demand, offering both
shampoo and conditioner without the artificial compound
­silicone.
In addition to being silicone-free, Je L’aime is also free of
sodium laureth sulfate, commonly added to shampoos to
enhance cleansing, providing gentle care for the hair and scalp.
The line has earned a solid reputation from customers for its
rich aroma from natural fragrances and its noticeable treatment
effect. In the first two months since its launch in March 2013,
Je l’aime became a hit product with total shipments of 3.13
million units, nearly twice our initial estimate.
New Non-Silicone
Hair-Care Series
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