Rebranding

COSME DECORTE Project:
Creative Partnership Proposal

KOSE COSME DECORTE proposal . 05/06/2009

GLOBAL BEAUTY TRENDS
•  Forever Young

–  Ageing population (especially with the ageing baby-boomers) demands anti-ageing product
–  Even young consumers look for age-delaying products for preventive measures
–  However, the desire is to look younger than their age, not to look different age


•  Doctor Brands

–  The beauty market has seen a growth for doctor/dermatologist-developed brands
–  This is related to the rise of cosmeceutical products, as consumers want the doctor-like specialty in their
everyday skincare


• Born natural

–  Plant-derived, organic products are becoming popular with the global eco trends


Beauty Market: KOSÉ and its competitors
Mission Statement Comparisons

“help customers “enrich the lives “bring the best to “help men and “provide branded “satisfaction and
realize their of customers with everyone we women around the products and enrichment of the
dreams of beauty, beauty” touch” world realize their services of lives of people. ”
well-being and aspiration to superior quality
happiness” beauty, and and value that
express their improve the lives
individual of the world’s
personalities to consumers. ”
the full”


Beauty Market: KOSÉ and its competitors
Beauty
(Style)

Science Sense
(Intelligence) (Sensuousness)

KOSE COSME DECORTE proposal . 05/06/2009 Well-being
(Comfort)

Our understanding : KOSÉ
• The philosophy of KOSÉ lies on ‘Sensuousness + Intelligence’

–  R&D at KOSÉ
o  KOSÉ prides in its devotion to R&D and its achievements in innovation. In fact, KOSÉ is
the inventor of beauty serum, powder-type foundation, and two-way cake

–  Technologically-advanced products
o  Its products reflect the ground-breaking technologies that they embrace, through its
designs and communications with consumers

Making cosmetics to provide people with dreams and hope


Our understanding : marketing strategy of KOSÉ
In order to be represented in as many market segments as possible, KOSÉ utilizes:

A ‘distinctive brand marketing strategy’

- Selling a wide range of cosmetics brands aimed at different target groups and different
distribution channels

- Sell right brand in the right channel, catering to different consumer needs

 Some brands are sold across several channels while others are only available in
a specific channel

 Brands are distinguised according to sales channel and then treated as
separate units

•  High-Prestige Brands (dept stores, speciality cosmetics stores)
•  Prestige Brands (specialty cosmetics stores, GMS, drugstores)
•  Self-selection Brands (GMS, drugstores, some convenience stores)


Our understanding : marketing strategy of KOSÉ
A ‘distinctive brand marketing strategy’

High-Prestige Brands (dept stores, speciality cosmetics stores)
-  COSME DECORTE, BEAUTE de KOSE, AWAKE, Jill Stuart, Paul & Joe, IGNIS

Prestige Brands (specialty cosmetics stores, GMS, drugstores)
-  Infinity, Predia, Esprique Precious, Grandaine, Visee, Sekkisei, Crie, Phil Naturnt, Formule

Self-selection Brands (GMS, drugstores, some convenience stores)
- Stephen Knoll, Sekkisui, Junkisui, Rimmel, Fashion, Happy Bath Day, Elsia, marie claire,
Nature & Co, Softymo, Salon Style

  However, do all these brands carry the corporate
philosophy of ‘intelligence and sensuousness’ ?


KOSÉ BRAND PORTFOLO:


logo
logo

Visual communication


COSME DECORTE and its competitiors
Beauty
(Style)

It can be seen that the science-forward brands
of COSME DECORTE’s competitors have
similar positioning as COSME DECORTE, as
the cluster suggests on the graph

Science Sense

Well-being
(Comfort)

COSME DECORTE: Brand Analysis
Young model chosen as the global face of COSME DECORTE communicates different messages from
the Korean model in her late 30’s

Drawing from its image as the innovation driver, modern science lab approach is used to appeal to
consumers but the musky feel of its current design hinders the idea of moderrnity

 inconsistent messages through its communication?


Design + Communication Aspect
While researching the general opinion of the
brand on various websites and blogs, it was
found that consumers react to its heavy, rich,
musky feel to the brand and perceive it as a
brand for older women only

Product Aspect
Its extensive product line has many products with
similar or overlapping function

Also, repetitive make-up products have been
added to various lines



What do the products of COSME DECORTE say about the brand?
Skincare: the energy driver of the brand
Makeup: the carrier of the element of ‘sensuousness’ for the brand

  Skincare
Prevailing element of sciences
Outnumbering makeup lines
Best known to consumers

Makeup 
Weak/No element of science
Mildy ‘sensuous’


The Semantic Analysis

COSME DECORTE was named by combining COSMETIQUE (cosmetics) + DECORATION to present its search
for outstanding quality and the "medal of beauty" to all women

external temporary

disguise
makeup COSME DECORTE
(cosmetics) (decoration)
skincare
beautify

Western-sounding embellish
modern

sophisticated ‘medal of beauty’
advanced


First Conclusion

STRENGTHS WEAKNESSES

Its perception: scientifically-advanced Lack of elegance/sensuousness

Long history Overall incoherent brand image
Well-established brand recognition Weak makeup lines
Loyal customer base Overlapping functions in various lines
Success in Asia Inconsistent communication

OPPORTUNITIES THREATS

Popular global beauty trend of anti-ageing Global economic crisis

Opportunities in the international market Ever-growing competition in the market

<S.W.O.T. Analysis>


COSME DECORT: Brand Analysis
First Conclusion

Science Elegance
Skincare
✔
Make-up
✔
Communication
✔
Name
(COSME DECORTE)
✔

Strength
✔
Positioning
✔
 Lack of a consistent link between
science and elegace to create a strong identity

COSME DECORT: Brand Analysis
First Conclusion

 How can these inconsistent elements of scinece &
elegance be combined to create a coherent brand identity?


First Conclusion: The question of sensuousness

 The design and communication of COSME DECORTE suggest the image of cutting-
edge science– thus, intelligence of KOSÉ– however, where and how is the element of
graceful elegance– KOSÉ’s ‘sensuousness’– communicated?


First Conclusion: The question of sensuousness

What do the products of COSME DECORTE say about the brand?
Skincare: the energy driver of the brand
Makeup: the carrier of the element of ‘sensuousness’ for the brand

1. COSME DECORTE can keep makeup lines and strengthen its
communication of sensuousness

OR

2. COSME DECORTE can build the brand around its skincare where the
brand’s strengh– of being technologically advanced– lies


Rethinking COSME DECORTE: the semantic
CUTTING-EDGE SCIENCE (Rational)
- In order to find another perspective to the science aspect of the brand, two radical approaches
were taken: emotional and rational. However, the new semantics were found from the rational approach.

Emotional approach Rational approach

intelligence smartness

know-how ground-
miracle-performer healer breaking
technology innovation
Science
research
‘dream come ture’

system arrangement
fantasy lab
futuristic
experiement

chemist speacialty

formulas

Rethinking COSME DECORTE: the semantic
GRACEFUL ELEGANCE (Emotional)
- In order to find another perspective to the elegance aspect of the brand, two radical approaches
were taken: rational amd emotional. However, the new semantics were found from the emotional approach.

Rational approach Emotional approach

chic
lady-like
refined posh

grace
allure entice
cultured Elegance
charming
captivate
taste
sophisticated stylish
embellish

modern classic timeless

poise

The Strength of KOSÉ and COSME DECORTE
Beauty
(Style)

strength in its positioning
(science-forward), compared
to its competitors 
Science Sense

KOSE COSME DECORTE proposal . 05/06/2009 Well-being
(Comfort)

Rethinking COSME DECORTE: new positioning
Beauty
(Style)

Science Sense

Well-being
(Comfort)

Rethinking COSME DECORTE: new positioning

The repositioning of COSME DECORTE should focus on improving its image to a
beauty-forward, sensuous brand. However, this must be done in a way that keeps the
strong position of COSME in cutting-edge science. The new positioning should not
compromise this aspect of the brand, but to add dimension of elegance/sensuousness to
COSME DECORTE.


Rethinking COSME DECORTE: new value system

innovator
prestige

feminity
elegance

idealism

The new value system reflects the core identity of COSME DECORTE, high-prestige
cosmetics brand, and its commitment to better bring forth element of elegance. With
feminity and idealism as secondary values, they can help define the elegance/
sensuousness unique to the brand.


Rethinking COSME DECORTE

In order to create a brand image in harmony, fine tuning was required to make the brand’s science aspect
more emotional, and the elegance aspect more scientific

CUTTING-EDGE SCIENCE: emotional approach
« Science that enables miracles, fulfils dreams, realizes fantasy, and responses to the future »

GRACEFUL ELEGANCE: scientific approach
« Alluring of refined elegance »

 The New Keywords:

The miracle science + Dream-fulfiller+ Fantasy
Allure + Elegance + Grace


Rethinking COSME DECORTE

The Miracle Science/ Dream-fulfiller/ Fantasy + Allure/ Elegance/ Grace
The miracle science of elegant/ alluring/ graceful beauty
The dream-fulfiller of … alluring skin
The fantasy of … alluring beauty


Rebranding

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