Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 54-59
Received: Mar. 29, 2015;
Accepted: Mar. 31, 2015;
Published: Apr. 13, 2015
Views 5669 Downloads 184
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Tokyo, Japan
Yumiko Kizu, Graduate School of Commerce, Waseda University, Tokyo, Japan; Hearst Fujingaho Co. Ltd., Tokyo, Japan
We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.
Customer Experience and Luxury Strategy in Cosmetics Design, Science Journal of Business and Management. Special Issue:Customer Experience Management / Marketing Branding.
Vol. 3, No. 2-1,
2015, pp. 54-59.
Nagasawa, S. (1998) A Talk about Marketing, Japan Standards Association, Tokyo (in Japanese).
Kapferer, J.-N., and V. Bastien (2009): The Luxury Strategy – Break the Rules of Marketing to Build Luxury Brands –, Kogan Page, London.
Corbellini, E., and S. Saviolo (2009) Managing Fashion and Luxury Companies, ETAS, Milan.
Borja de Mozota, B., N. Kawauchu, M. Iwatani, and S. Nagasawa (2010) Strategic Design Management – Using Design to Build Brand Value and Corporate Innovation –, Doyukan, Tokyo (in Japanese).
Schmitt, B. H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, Detroit.
Schmitt, B. H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, John Wiley & Sons, New Jersey.
Nagasawa, S. (2010) Kansei Quality and Customer Experience, Ryutsu Jouhou, Vo.44, No.3, pp.30-38 (in Japanese).
Nagasawa, S. ed. (2005) Value Creation through Customer Experience That Enables to Develop Hit Products: Manufacturing and Fabrication That Influence Kansei, Nikkagiren Shuppansha, Tokyo (in Japanese).
Someya, T., and S. Nagasawa (2004) Premium Strategy of COSME DECORTE AQ MELIORITY Cream: Case Studies of Building Customer Experience, Proceedings of 34th Annual Meeting of Japanese Society of Quality Control, pp.125-128 (in Japanese).
Nagasawa, S. ed. (2006) Creating Customer Experience in Long Standing Companies: Design Management of Glance of Customer, Doyukan, Tokyo (in Japanese).
Nagasawa, S. and T. Someya (2007), Tradition and Innovation at Long Standing Brand “Toraya” – Building Customer Experience and Technology Management –, Koyoshobo, Kyoto (in Japanese).
Nagasawa, S. (ed.) (2010) CHANEL Strategy – Management of the Ultimate Luxury Brand –, Toyo Keizai Shinposha, Tokyo (in Japanese)
CHANEL Home Page http://www.chanel.com/
CHICCA Home Page http://www.chicca.jp/
Parfum Givenchy Home Page http://www.parfumsgivenchy.co.jp/
Shiseido Home Page http://www.shiseido.co.jp/