Beauty.com is a renowned cosmetics brand that has faced significant challenges in recent years. This project focuses on understanding the brand’s history, identifying pain points, and proposing solutions to rebuild its image and expand its customer base.
Theme Beauty.com Brand Revitalization
✦ Tools Used ✦
Figma, Illustrator, Photoshop, Google Analytics, Social Media Platforms
Recognizing the problems of existing meditation applications for breathing, music, and meditation, including lack of structural organization, limited customization, and generalized content without differentiation.
Developed a competitive differentiation feature, “Breathe Together,” to meet students’ stress-relief needs.
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Beauty.com has been a leading cosmetics brand in Japan since its founding in 1979. However, it faced significant challenges in 2015 due to allergic reactions reported in its products, leading to a temporary ban in China. Despite being cleared by regulators, the brand’s image suffered, resulting in decreased popularity. This project outlines the steps taken to address these issues and revitalize the brand.
Founded in Tokyo, Japan
2001: Became the No.1 selling brand in Japan.
2015: Faced major challenges due to allergic reactions; banned briefly in China.
2016: P&G continued sales in China after clearance; however, brand image was damaged.
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Customer Feedback
Conducted surveys and focus groups to understand customer concerns.
Market Analysis
Analyzed competitors and market trends.
Brand Audit
Assessed brand’s current image and identified areas for improvement.
Market Analysis
Analyzed competitors and market trends.
Execution
• Campaign Launch: Rolled out new branding and marketing campaigns. • Influencer Partnerships: Collaborated with influencers for authentic reviews. • Social Media Engagement: Increased activity on YouTube, Twitter, Facebook, Instagram.
• Platforms: YouTube, Twitter, Facebook, Instagram. • Target Audience: Diverse age groups, focusing on 20s to 40s. • Content: Educational, entertaining, and visually appealing content.
Competitor Analysis (경쟁사 분석)
Competitors: Shiseido, Amorepacific
Insights
• Competitors have strong brand recognition. • Similar product offerings necessitate differentiation for Beauty.com.
• Customer Needs: Job opportunities, mentorship, networking. • Pain Points: Difficulty in opening conversations, global connectivity.
Persona Development
• Developed personas to understand target audience. • Tailored marketing strategies to meet their needs and preferences.
• Increased Engagement: Social media engagement increased by 40%. • Improved Brand Perception: Customer surveys showed a 30% improvement in brand trust. • Sales Growth: New product lines contributed to a 20% increase in sales.
Working on the Beauty.com revitalization project was a transformative experience, leading to a comprehensive plan to restore and enhance the brand’s market position. This project underscored the importance of understanding customer needs, transparent communication, and innovative marketing strategies.
