Product details

The Japanese company Shiseido was founded in 1872 and is now the fourth largest cosmetics company in the world. From the very beginning, Shiseido differentiated its brand through the development of high-quality natural products, quickly affirming itself as a luxury brand. The group has excelled in its field for over a century, using new technology in its pursuit to develop and market new products. The brand now needs to rethink its strategy in order to stay ahead and maintain its specialist brand image in a highly competitive environment. The case deals with marketing and communication strategies in order to expand the company's target audience.