Shiseido Tsubaki Case Study: Breaking into the luxury hair care market with an effective marketing strategy

Introduction

This case study on Shiseido Tsubaki shampoo/conditioner forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Shiseido achieved success with the brand after struggling for many years to march forward in the Japanese hair care market.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge

Identify specific areas for operational improvements

Capitalize on the knowledge of experienced companies when entering a new niche or market

Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The haircare product market in Japan is highly competitive
The oligopolistic Japanese shampoo/conditioner market has been stagnant in recent years
Brand has an implicit role in consumers' purchasing decisions with regards to shampoo/haircare products
Tsubaki successfully broke into the cut-throat Japanese shampoo market
Tsubaki launched into the market on the back of a heavy marketing campaign
The brand's huge success contributed to Shiseido's increased market share and induced follow-ups from rivals
Affirmative consumer reaction substantiates the brand's position in the market as a new leader in the shampoo market
Products under the brand have been launched in neighboring Asian countries after the success in Japan
A strong and effective marketing strategy is the biggest driver of Tsubaki's triumph
Multiple celebrity endorsers is a key element in the marketing and PR campaign
Tsubaki's focus on confident 'beautiful Japanese women' reflects changing social trend and connects the brand with its target consumers
Compare and contrast: Kao Asience preempted the concept of Asian beauty in the haircare market
Compare and contrast: Dove's 'real beauty' campaign challenged Japanese consumers' conventional definition of beauty
Conclusion and implications

APPENDIX

Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF FIGURES

Figure 1: The shampoo and conditioner market in Japan appears to have been static and highly concentrated over the years
Figure 2: Product value, effectiveness and sensory benefits are important to Japanese consumers' choice of haircare products
Figure 3: Among personal care products, shampoo/conditioner has the highest percentage of Japanese respondents stating they are both quality- and brand-conscious
Figure 4: The advertisement campaign of Tsubaki's launch featured six popular actresses/models to present the theme 'Japanese women are beautiful'
Figure 5: TSUBAKI now consists of two product series with shampoo, conditioner and hair treatment products
Figure 6: Shiseido's total market share went up significantly after the launch of Tsubaki
Figure 7: Tsubaki is expanding into nearby Asian countries and is positioned as a premium foreign brand
Figure 8: A key feature of Tsubaki's advertisement campaigns is the use of multiple celebrities to represent 'beautiful Japanese women'
Figure 9: Tsubaki's latest commercials put more focus on the career side of women, emphasizing that beauty includes inner competence and not just pretty faces
Figure 10: Kao's Asience series focus on a wider 'Asian spirit' and has been endorsed by celebrities from China and Korea
Figure 11: Dove's Japanese version of the 'real beauty' campaign features ordinary consumers
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