Analysis Of Shiseido

I am going to talk about three different brands from three different countries that sell foundation make up, as well as both their strengths and weaknesses in terms of American market venture. First, Japan’s oldest cosmetic company; Shiseido has been in the industry for many decades which strengthen their brand existence. They heavily advertise their foundation through the use of famous Japanese actresses that portray a pure and fresh look. This may suit only certain demographic segment of American consumers, however I am afraid in general the advertisements may not be well received here simply because American consumers may not recognize these famous faces. Shiseido also utilizes point cards where consumers can save up points in return of …show more content…
As Singapore is one of the most popular shopping destinations, Rachel K always makes sure they offer frequent sales and display their foundation at many makeup retailers throughout Singapore. However, I am afraid they will need to limit their frequent sales here to avoid looking too cheap in the American consumers’ eyes. I would say they should keep displaying their products at different retailers here in order to attract consumers and widen their market segment. However as Rachel K has a similar problem with Shiseido in terms of limited shades in foundation, I would advise them to expand the shades …show more content…
One of the reasons is I have actually seen Shiseido products being sold in American’s famous cosmetic retailer; Sephora and have receiving positive reviews. In terms of foundation, Shiseido has always maintained their quality very well as they have been in the industry for decades and will likely meet American consumers’ high expectation. The worst would be Singapore’s Rachel K; not only they specifically stated they only specialize in Asian skin tone which is hard to sell here but also it would be hard for them to survive just because they do not have special unique features in them, compared to Shisedo and Mustika