We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.
| Published in |
Science Journal of Business and Management (Volume 3, Issue 2-1)
This article belongs to the Special Issue Customer Experience Management / Marketing Branding |
| DOI | 10.11648/j.sjbm.s.2015030201.16 |
| Page(s) | 54-59 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2015. Published by Science Publishing Group |
Customer Experience, Cosmetics, Design, Luxury Strategy, Luxury Brand
| [1] | Nagasawa, S. (1998) A Talk about Marketing, Japan Standards Association, Tokyo (in Japanese). |
| [2] | Kapferer, J.-N., and V. Bastien (2009): The Luxury Strategy – Break the Rules of Marketing to Build Luxury Brands –, Kogan Page, London. |
| [3] | Corbellini, E., and S. Saviolo (2009) Managing Fashion and Luxury Companies, ETAS, Milan. |
| [4] | Borja de Mozota, B., N. Kawauchu, M. Iwatani, and S. Nagasawa (2010) Strategic Design Management – Using Design to Build Brand Value and Corporate Innovation –, Doyukan, Tokyo (in Japanese). |
| [5] | Schmitt, B. H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, Detroit. |
| [6] | Schmitt, B. H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, John Wiley & Sons, New Jersey. |
| [7] | Nagasawa, S. (2010) Kansei Quality and Customer Experience, Ryutsu Jouhou, Vo.44, No.3, pp.30-38 (in Japanese). |
| [8] | Nagasawa, S. ed. (2005) Value Creation through Customer Experience That Enables to Develop Hit Products: Manufacturing and Fabrication That Influence Kansei, Nikkagiren Shuppansha, Tokyo (in Japanese). |
| [9] | Someya, T., and S. Nagasawa (2004) Premium Strategy of COSME DECORTE AQ MELIORITY Cream: Case Studies of Building Customer Experience, Proceedings of 34th Annual Meeting of Japanese Society of Quality Control, pp.125-128 (in Japanese). |
| [10] | Nagasawa, S. ed. (2006) Creating Customer Experience in Long Standing Companies: Design Management of Glance of Customer, Doyukan, Tokyo (in Japanese). |
| [11] | Nagasawa, S. and T. Someya (2007), Tradition and Innovation at Long Standing Brand “Toraya” – Building Customer Experience and Technology Management –, Koyoshobo, Kyoto (in Japanese). |
| [12] | Nagasawa, S. (ed.) (2010) CHANEL Strategy – Management of the Ultimate Luxury Brand –, Toyo Keizai Shinposha, Tokyo (in Japanese) |
| [13] | CHANEL Home Page http://www.chanel.com/ |
| [14] | CHICCA Home Page http://www.chicca.jp/ |
| [15] | Parfum Givenchy Home Page http://www.parfumsgivenchy.co.jp/ |
| [16] | Shiseido Home Page http://www.shiseido.co.jp/ |
APA Style
Shin’ya Nagasawa, Yumiko Kizu. (2015). Customer Experience and Luxury Strategy in Cosmetics Design. Science Journal of Business and Management, 3(2-1), 54-59. https://doi.org/10.11648/j.sjbm.s.2015030201.16
ACS Style
Shin’ya Nagasawa; Yumiko Kizu. Customer Experience and Luxury Strategy in Cosmetics Design. Sci. J. Bus. Manag. 2015, 3(2-1), 54-59. doi: 10.11648/j.sjbm.s.2015030201.16
AMA Style
Shin’ya Nagasawa, Yumiko Kizu. Customer Experience and Luxury Strategy in Cosmetics Design. Sci J Bus Manag. 2015;3(2-1):54-59. doi: 10.11648/j.sjbm.s.2015030201.16
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.sjbm.s.2015030201.16,
author = {Shin’ya Nagasawa and Yumiko Kizu},
title = {Customer Experience and Luxury Strategy in Cosmetics Design},
journal = {Science Journal of Business and Management},
volume = {3},
number = {2-1},
pages = {54-59},
doi = {10.11648/j.sjbm.s.2015030201.16},
url = {https://doi.org/10.11648/j.sjbm.s.2015030201.16},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.16},
abstract = {We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.},
year = {2015}
}
TY - JOUR T1 - Customer Experience and Luxury Strategy in Cosmetics Design AU - Shin’ya Nagasawa AU - Yumiko Kizu Y1 - 2015/04/13 PY - 2015 N1 - https://doi.org/10.11648/j.sjbm.s.2015030201.16 DO - 10.11648/j.sjbm.s.2015030201.16 T2 - Science Journal of Business and Management JF - Science Journal of Business and Management JO - Science Journal of Business and Management SP - 54 EP - 59 PB - Science Publishing Group SN - 2331-0634 UR - https://doi.org/10.11648/j.sjbm.s.2015030201.16 AB - We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element. VL - 3 IS - 2-1 ER -
Email: