Product Development of Les Merveilleuses LADURÉE Cosmetics and Customer Experience
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 60-62
Received: Mar. 30, 2015; Accepted: Mar. 31, 2015; Published: Apr. 17, 2015
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Authors
Shoichi Kobayashi, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan Tokyo, Japan
Takao Someya, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan Tokyo, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Nishiwaseda, shinjyuku-ku, Japan
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Abstract
LADURÉE, a French manufacturer of high-grade Western confectioneries, and ALBION, a Japanese manufacturer of high-grade cosmetics, collaborated to develop and release a new cosmetic product series. These products became popular in the stagnant Japanese cosmetic industry. This study analyzed these products from the viewpoint of Bernd H. Schmitt’s customer experience marketing. Consequently, each module was found to possess a high level of customer experience, which was a primary factor in the series’ popularity.
Keywords
LADURÉE, Cosmetics, Customer Experience
To cite this article
Shoichi Kobayashi, Takao Someya, Shin’ya Nagasawa, Product Development of Les Merveilleuses LADURÉE Cosmetics and Customer Experience, Science Journal of Business and Management. Special Issue:Customer Experience Management / Marketing Branding. Vol. 3, No. 2-1, 2015, pp. 60-62. doi: 10.11648/j.sjbm.s.2015030201.17
References
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Bernd H.Schmitt; Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate; Free Press,1999
[2]
Bernd H. Schmitt Customer Experience Management; A Revolutionary Approach to Connecting with Your Customers; Wiley, 2003
[3]
Shin’ya Nagasawa, editor, Waseda University Business School, Nagasawa Research Laboratories (Taro Yamamoto, Masahiko Yoshida, Yusuke Irisawa, Tsunehiro Yamamoto, Shinji Enoki): Hitmaking With Experiential Marketing – Manufacturing that Rocks the Boat, Nikka Giren Publishing, 2005.
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Shin’ya Nagasawa, editor: Creation of Experience Value in Long-Established Businesses - Customer Approach Management, Doyukan, 2006.
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Shin’ya Nagasawa, editor: Producing Experience Value, Nikka Giren Publishing, 2007.
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Shin’ya Nagasawa, editor: Premium Brand Strategies for Location and Traditional Industries – Technical Management that Generates Experience Value, Doyukan, 2009.
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Shin’ya Nagasawa, Takao Someya: Traditions and Innovations in the Veteran Brand Toraya - Experience Value Creation and Technical Management, Koyoshobo, 2007.
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Hideki Otsuka: ‘There are No Recessions in ‘Deep Emotion’ – Why Does Albion President Shoichi Kobayashi Distribute Flyers?,Kodansha, 2010.
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Shin’ya Nagasawa, editor: Sensibilities in Product Development, Japan Publishing Services, 2002
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