Shiseido -Clé de Peau Beauté

Untapping a Luxury Beauty Brand’s Potential for Global Success.


In brief

Boasting the largest sales amongst Japanese and Asian cosmetic manufacturers, Shiseido is amongst the world’s five biggest cosmetic companies. Clé de Peau Beauté (CPB) is Shiseido’s pinnacle luxury brand, with a presence in global markets but with the majority of its sales in the domestic Japan market. 

The company’s goal was to double CPB’s sales, with predominant growth in overseas markets. Ad-comm was engaged to assist in defining the future strategy for CPB, identifying challenges and opportunities, and providing recommendations that would enable Shiseido to achieve its goal for the brand.

What we did

We began by conducting a global brand audit to thoroughly understand reasons for past underperformance, and to gain deep insights from across stakeholder groups in key growth markets. A 360-degree deep dive into the brand included 16 weeks of desk and field research across 4 continents and 9 key markets. The qualitative approach consisted of focus groups, one-on-one interviews and mystery shopping. Additionally, an investigative approach included a review of all brand touch points (product, packaging, POS, ambassador, digital, communications, promotions and events).

Following the Global Brand Audit, Ad-comm used key insights and understandings as the building blocks to redefine CPB with a new global brand identity, articulation of a brand story (for the first time in the brand’s history) and a new creative approach, including name and logo.

Additionally, brand manifestation and revitalization strategies that were presented included brand architecture, product development, and enhancements to distribution and communications.

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