Described as a 'face lift' to company strategy, a global campaign for 'Cosme Decorte', the brand’s largest to date, will hit September books and kick off a multi-year contract with model, Moss.
The initial campaign will highlight the moisture Liposome franchise, a prestige face serum in Japan, as well as the new treatment liquid.
According to CEO Kazutoshi Kobayashi, Kosé is perceived to be Asia’s best-kept secret and through the Decorte brand, the company has established a strong bond and trust with Asian women based on innovative and superior formulations.
"The products are amazing. I just tried the intensive moisturizer – it’s incredible. I really want it to come to Europe,” says Moss on the new venture.
Kosé among dominating players in Asia
Shiseido, Kao, and Kosé are dominating Japan’s beauty industry as they better engage consumers, although global brands are still leading when it comes to e-commerce adoption.
According to L2’s Digital IQ Index: Japan Beauty, the three local conglomerates control 34% of the country’s skin care and 43% of the colour cosmetics market; with six of the top 10 brands as ranked by L2 based in Japan.
The report states that brands are having to make big efforts in what is a stagnant market, and this shows as only 21 companies are rated as ‘Gifted’ or above on L2’s scale.
This is because Japan is a unique market in that colour cosmetics are projected to decline by 0.2% between 2013 and 2018 and skin care sales are expected to grow by just 0.1%, according to Euromonitor figures.
Therefore, brands have to do what they can to get ahead of one another, in what is a fiercely competitive marketplace.
The advice for local players is that they must use their local knowledge and reach, and leverage loyalty programs and the local platform LINE to engage consumers.
Loyalty programs are more common across Asian markets than in Western markets; and local brands outmaneuver their global competitors in terms of online loyalty programs, with 82% offering these programs, compared with just 47% of global brands.