Thesis: Shu Uemura Make-Up Remover

Pages: 17 (4805 words)  ·  Style: APA  ·  Bibliography Sources: 1+  ·  Topic: Business - Marketing  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] Some of its bottles of cleansing oil are as much as $78.00 per bottle. Other cleansing oil bottles are priced at $28.00 per bottle.

Photo Credit: Nathan Bush at http://www.dailymakeover.com/blogs/fashion-week/2009/09/woodstock-waves-at-vivienne-tam.html

Obviously, the higher the price bottle the more likely it is to appeal to those who could afford it. It is a status symbol as well as an excellent product that is known for professional quality. Shu Uemura's market in the United States' first penetrated in the upper class and those who were associated with the fashion industry. However, the company was able to penetrate other levels of the U.S. consumer market the development of brands that were marketed at lower prices. Everyone can afford a Shu Uemura product and every consumer who wants to be associated with the upper class can brag that they own a Shu Uemura product. This is the key to how they penetrated all levels of the U.S. market. They have something everyone can afford and those who can afford the higher priced items have plenty of product choices.

The Shu Uemura brand established itself in the United States through a natural progression of products flowing from Hollywood to the fashion industry, and then filtering down to the rest of the consumer market. Many products find their way from the runway to the store in this manner. However, Shu Uemura decided to take a different realm to the consumer market. They first marketed their products through their website and through established brick and mortar stores that feature their products were through high-end stores in order to maintain their product positioning among the upper class. This way they remain highly desirable by all classes but they still remain a status symbol that represents wealth and success.

Shu Uemura is associated with special days and special events in one's life.

Photo Credit: http://www.tonguechic.com/articles/1744-Shu-Uemura-Tokyo-Lash-Bar-2009

They are not everyday makeup and reflect care and convey a feeling the event is something special. They are not and everyday office brand unless one happens to be a runway model or actress. They are associated with high glamour and drama. They are associated with the red carpet and with Haute Coiture styles. Shu Uemura aligns itself for the fashion moguls and the movers and shakers and the industry.

Photo Credit: http://www.tonguechic.com/articles/1744-Shu-Uemura-Tokyo-Lash-Bar-2009

Drama is the hallmark that Shu Uemura uses to remain at the top of the U.S. fashion industry. In the U.S., their brand is not associated with the everyday world of the average person. It is associated with high living and a glamorous life that reflects freedom to express oneself in an artistic way that is out of the ordinary.

Shu Uemura is a Japanese brand and chooses to remain associated with traditional Japanese culture. In this way the company has used a dual approach to tap the average consumer in the U.S. And a special niche market of Asians living in the U.S. They are a source of cultural pride for those of Asian descent living in the U.S. The association with the rich and famous also helps to attract this audience as well. Americans realize that Shu Uemura is a Japanese brand. However, there association with Hollywood makes them acceptable and sought after in the United States, regardless of their home address, at least that was the apparent idea conveyed in the marketing material.

Shu Uemura offers several different collections that pull together elements that appeal to the international markets and the traditional Asian market. Few companies have been able to successfully market to both the Asian market and the U.S. And European markets at the same time. The Sakura Collection offers a very natural looking line that highlights the natural glow and beauty of the face. This collection is designed to make the woman look not overdone. This appeals to the Asian market that does not necessarily prefer the glamorous look of the runway model. It gives a fresh look and a young look that is vital and fresh.

Photo Credit: http://www.shuuemura-usa.com/_us/_en/collections/index.aspx

This photo demonstrates the beauty and purity that is portrayed in the Sakura collection. It is as fresh as cherry blossoms in the spring. One of the key points that stands out in an examination of Shu Uemura's marketing is that when they are marketing to a distinctively Asian market, they use distinctively Asian imagery. The meaning of the Asian imagery may be lost on the American market, who might miss the special meaning behind the cherry blossoms in this photo. However, to the Asian market this imagery and the colors chosen have a special meaning. The use of intense reds in the photo also carries a special meaning of good luck and fortune. This is another way that Shu Uemura's advertising portrays the meaning that it is associated with wealth and good health in the Asian market. This is important for its positioning within that market.

Marketing in the U.S. To those who are not of Asian descent hinges on imagery of Hollywood, high fashion, and glamour. American advertising is dramatic and highly artistic in nature. When one compares the two advertising campaigns side-by-side, they appear to be almost opposites. The Asian Marketing is very natural, subdued, and beautiful. The American advertising by contrast is dramatic almost to the point of being fantasy. One example of this is their Morphorium collection which is apparently being marketed to the U.S. And European market, as one can tell by the facial features of the model chosen.

Photo Credit: http://www.shuuemura-usa.com/_us/_en/collections/mode-makeup/morphorium-spring-mode/index.aspx

Shu Uemura's marketing of its Sakura collection and it's Morphorium collection is an example of culturally sensitive marketing techniques. It is easy to determine which market each collection is targeted towards by looking at the facial features and race of the model as well as the contextual clues found in the background of the photos. The model and imagery used in the photo of the Sakura Collection is decidedly Asian. However, it is difficult to tell whether the model was specifically Japanese or of a different Asian descent. The use of the cherry blossoms suggests that the target market for the product is Japanese, but other cultures also recognize the cherry blossom as a sign of spring and freshness. Sakura is a word that specifically refers to a Japanese cherry tree. Therefore, the advertising would be appealing to other Asian cultures, but it was specifically intended for the Japanese market. Shu Uemura was proud of his Japanese culture and remained loyal to it throughout its life. It is not surprising that the Asian collection shows more Japanese influence than any other Asian culture.

The facial features of the model for the Morphorium Collection and the background scenery chosen are more culturally ambiguous. The title of the collection signifies change and transformation. The model is not decidedly European or decidedly American. The model in the picture has features that would appeal to both audiences. The collection is offered in a palette of cool colors and a palette of warm colors. Both of the pallets would appeal to a wide variety of cultures in both Europe and America. This same can be said for many of the models used in the non-Asian Lines.

Photo Credit: http://www.shuuemura-usa.com/_us/_en/makeup/index.asp

The American Marketing campaign is unique because it is culturally sensitive, and it is culturally separate. The American Marketing tries to capture Asian-Americans, the remainder of the American consumer market, and others of European descent. The most interesting aspect of the marketing campaign is that they manage to be both general in their context, yet specific at the same time. They tried to focus on a narrow target market, yet did it in a way that did not exclude the rest of the market.

This strategy demonstrates that they knew both of their target markets intimately and demonstrated their ability to launch a campaign that targeted them. However, they did so in a way that did not limit themselves to the target market, but that allowed them to expand to the general market of Asians and Americans alike. Asian tastes and aesthetics are different from American tastes and aesthetics. Shu Uemura realized that they had two different markets and then they would take two different marketing campaigns. They blended these two campaigns so that they would appeal to each target market, yet not be offensive or insensitive to the other market. This was an excellent example of using cultural sensitivity to its greatest advantage.

Photo Credit: http://www.smh.com.au/lifestyle/beauty/its-37-lashes-for-shu-uemura-20090403-9m86.html

The three models in this picture are an excellent example of choice in models that have neither an American, nor European look. Their hair styling is always culturally ambiguous as well. It is difficult to determine from the clues given which market the models or intended to please. The only thing that is for certain is that the models are meant to appeal to those who wish for a glamorous life style and have the opportunity to engage in self-indulgence on occasion.

The Japanese Market

The information contained in the previous section was derived… [END OF PREVIEW]

Reexamining Ritual and Routine of My Cousins Putting Facials Essay


Make Up Research Proposal


UPS Versus Fedex Term Paper


UPS the Future of the Company Term Paper


UPS Corporation Business Analysis Term Paper


View 1,000+ other related papers  >>

Cite This Thesis:

APA Format

Shu Uemura Make-Up Remover.  (2011, June 5).  Retrieved October 15, 2019, from https://www.essaytown.com/subjects/paper/shu-uemura-make-up-remover/2320838

MLA Format

"Shu Uemura Make-Up Remover."  5 June 2011.  Web.  15 October 2019. <https://www.essaytown.com/subjects/paper/shu-uemura-make-up-remover/2320838>.

Chicago Format

"Shu Uemura Make-Up Remover."  Essaytown.com.  June 5, 2011.  Accessed October 15, 2019.
https://www.essaytown.com/subjects/paper/shu-uemura-make-up-remover/2320838.