RejuvenateTheAUPRESBrandForTheModernChineseWoman11May2015TeamintroTBDYourdebrief•AUPRESRe-brandingStrategiesandKeyPlans-Brandcolor-Counterrenovation-BCstyling-Productpackage-Ads,esp.Brandvisual&Keyvisual•2016MoisturizingProductCampaign-ConsumerInsight-KeyvisualAgenda•Brandrejuvenationstrategy:AUPRES’BigIdeal•Brandre-launchcreativeexpression•ThedesignphilosophyofnewAUPRES•Thebest-fitjourneyofAUPRES-Product-Relationship-Experience-Service•ActionplanforthefutureAUPRES’BrandRe-launchStrategyStagnatingsalesasChinesewomendon’tidentifywithourbrandPrice/promotionProductperformanceIdentificationwiththebrand20%belowcategoryaverageProducttextureServiceWOMDriversofbrandadvocacyvs.averageof12competitorbrands,p26,AgencyBrief,BCGdataUncoveringAUPRES’bestselffromcompany,consumers,commentatorsBeautyconsultantcompanionshighqualityproductsfittoskinneedsgentle,elegant,subtleR&Dexpertisein5000+Chineseskintypescaring,listening,thoughtfulsincere,dedicated,craftsmanshipAUPRES’BestSelfanalyzingtheBCGdata(Adventurous)“curious,lovingnewexperiences”Aupres+1.28Innisfree0.20L’Oreal-1.18(Adventurous)“successful,ontopofmygame”L’Oreal+1.63Innisfree0.26Aupres-0.06(Adventurous)“sportyandactive”Innisfree+1.93L’Oreal-0.80Aupres-1.20“curious,lovingnewexperiences”Aupres+1.28“relaxedandcomfortable”Aupres+0.21“gentle,softandmild”Aupres+0.86“youthful,fullofspirit”Aupres+0.07“smart”Aupres+0.37“classy,elegant,graceful”Aupres+0.45UnderstandingAUPRES’audience&culturaltension1BCGShiseidoBrandingProjectExecSummaryp.20&p.341BCGPhase2:13/Apr/15.p12-14.red=‘high’match,black=‘mid’match1BCGShiseidoBrandingProject.ExecSummary.1BCGPhase2:13/Apr/15.p12-14.red=‘high’match,black=‘mid’match1BCGPhase2:13/Apr/15.p12-14.red=‘high’match,black=‘mid’match1BCGPhase2:13/Apr/15.SummaryofAttractiveGames,p.18.SeeappendixforaudiencesreservedforShiseido&CDPpost-80s&post-90sraisedineraofstabilityshapingtheirindividualidentityagainsttheconstraintsofmiddleclasslifeLifestyleINDIVIDUALITYWorki...
