From March 2017, Shiseido will renew its China-exclusive Aupres product lines to relaunch its natural beauty concept and Golden Circulation Theory.
The upcoming renewal will represent Aupres’ second renewal since coming to the beauty market in 1994.
New brand era
Since its launch, Shiseido has pledged to ensure Aupres is branded, positioned, developed and sold exclusively in China through its Chinese subsidiary, Shiseido Liyuan Cosmetics.
As of October 2016, Aupres beauty products are available at 1123 department stores and eight boutique stores in China, along with five e-commerce sites.
With Shiseido continuing to set its sights on ongoing growth to achieve its Vision 2020, last year it turned its attention to adopting innovative in-store technologies.
The Aupres stores have been equipped with new sales-counters, beauty devices and efficient skin checks to encourage consumers to tap into the “beauty of healthy skin”.
In the near future, the company strives to not only fulfil but anticipate its target audiences’ needs via product launches, intuitive sales counters and its customer service approach.
Gold star in theory
Shiseido supports the idea that circulation can influence the condition and healthiness of the skin, naming it their Golden Circulation theory. The theory states that if skin circulation weakens, skin problems can occur.
Therefore, Aupres’ brand message emphasises how its selection of products can remove the causes of skin circulation deterioration and help to protect healthy skin.
Nurturing product lines
In March, the company plans to renew 27 of Aupres’ ‘nurturing’ products. These are developed with the user's individual skin types and conditions in mind and include cleansers, essences, lotions and emulsions.
As part of this revamp, the brand will distinguish its various product lines based on their function and has to date categorised three different product lines: “nurturing skin”, “restoring skin” and “beautifying skin”.
In 2016, Shiseido re-branded Aupres’ key messaging to help create a “vital, healthy and professional” brand identity.
This year, it will further its rebranding efforts by renewing its brand slogan and visuals in advertising, along with sales-counter design, counselling and beauty consultant services to project an innovative image in-store.
As personalisation is the trend to look out for in 2017, Shiseido seeks to get ahead of the curve by incorporating comprehensive skin checks into their Aupres shops that accurately measure consumers’ skin types and conditions, and provide advice to encourage brand loyalty and sales.