아모레퍼시픽 Senior 위한 브랜드 제안(영문)

아모레퍼시픽 Senior 위한 브랜드 제안(영문)

아모레퍼시픽 Senior 위한 브랜드 제안(영문).docx

목차 1. Senior Cosmetics Market Condition 2.About AMORE PACIFIC 3.Background launching a new brand 4.Brand Identity 5.Marketing Strategy 본문 [Article 2] Japan: long live the elderly! For several years brands operating on the Japanese market have been facing two challenges: firstly, a persistent economic slump and, secondly, an unprecedented demographic crisis. During the last breakfast-debate organized by the BeautyFull Club, Florence Bernardin, Director of Information et Inspiration, a marketing-intelligence firm specialized in the cosmetic industry and Asian markets, took stock of the situation in the Land of the rising sun. She tries for Premium Beauty News, to make things clearer. Florence Bernardin "People live to be old in Japan, nowadays" explains Florence Bernardin, director of Information & Inspiration, who developed a passion for this country she visits several times a year. Japanese people, and specially Japanese women, actually set new records in terms of longevity. The number of centenarians in the country exceeds 40 000 (including 37 000 women). Japan is in fact facing an unprecedented demographic crisis. With a birth rate not exceeding 1.37 children per woman in 2008, some demographers have announced that the population could fall from 127 million today to 100 million in 2050. One thing is sure: the country is confronted with a rapidly aging population. Yet, people over sixty years of age brought up with consumer society have very different behaviors from generations that preceded them. They do not want to give up their status as consumers, even though their needs change. According to Florence Bernardin, "Purchase of cosmetic products by the 60 years of age generation, represents 19% of the total cosmetics market. With an annual increase of +4%". There is a lot at stake for cosmetic manufacturers, knowing that according to a survey ordered by Shiseido in 2007, 50% of women of this class of age believe there is not a single brand meeting their needs. Different type of answers are found in surveys concerning the Japanese market: Firstly an hyper range segmentation per age group. The cosmetic market in 2008 witnessed the launch of lines entirely dedicated to women over 40 years of age, who account for more than 60% of the cosmetic market in Japan. Kanebo debuted on the 60-something age segment with the launch of Chicca, followed by Shiseido with Elexir Prior. Both products lines were highlighted with their reference icons for a greater proximity with targeted women. Then a discourse where nostalgia is put forward, and which is complemented with a rise in the price range. High-end creams was the most developed category in 2008. The number of creams exceeding 20,000 Yens (retail price = 150 Euros) has increased by 24% compared to 2004. Finally, older men are not forgotten and in turn become the target of brand marketing. 본문내용 Market Condition 2. About AMORE PACIFIC 3. Background launching a new brand 4. Brand Identity 5. Marketing Strategy 1. Senior Cosmetics Market When we think about “cosmetics”, we usually come to an image of young beautiful women using cosmetics and it is true that young women today use more cosmetics products on average than older women. For this reason, there are plenty of cosmetics products whic