KOSE
Kose is a famous Japanese cosmetic brand very well known inside and outside of Japan with a presence in Korea, China, Taiwan, Singapore, Thailand, Malaysia, and America.
Kose offers 7 ranges of products (Kose, Kose cosmenience, Beauté de Kose, Prédia, Infinity, Cosme Decorte and Stephen Knoll collection). What I’d like to present to you is one of the lines called “HAPPY BATH DAY precious rose” belonging to the Kose cosmenience range.
When I walked in Shibuya on Saturday 3rd October, I saw a strange exhibition in front of the huge department store Shibuya 109.
Kose offers 7 ranges of products (Kose, Kose cosmenience, Beauté de Kose, Prédia, Infinity, Cosme Decorte and Stephen Knoll collection). What I’d like to present to you is one of the lines called “HAPPY BATH DAY precious rose” belonging to the Kose cosmenience range.
When I walked in Shibuya on Saturday 3rd October, I saw a strange exhibition in front of the huge department store Shibuya 109.
personal sources
That was actually a promotion exhibition for Kose, which was presenting its line “Happy bath day precious rose”.
There were 2 stands with hostesses proposing tests of the brand products. Pedestrians could take the queue and discover the line “Happy Bath Day Precious Rose.”
There were 2 stands with hostesses proposing tests of the brand products. Pedestrians could take the queue and discover the line “Happy Bath Day Precious Rose.”
personal sources
Happy Bath Day Precious Rose presents 5 lines of products: bath, bodycare, Hairstyling, fragrance and skincare products, all made with rose essences.
When I arrived I was very astonished, as a man, by the puzzling atmosphere: Japanese pop music, hostesses either with microphones or distributing prospectus…lot of noise in fact!
I have already seen this kind of exhibition in France but not with such extent. I was “shocked” by the impressive number of participants. There was a big queue of people waiting for products test. We heard, since we have arrived in Japan, about the importance of queuing, but there I witnessed it in live. Compared in France, with the same exhibition, there would be around one or two persons, no music and a much smaller success.
When I arrived I was very astonished, as a man, by the puzzling atmosphere: Japanese pop music, hostesses either with microphones or distributing prospectus…lot of noise in fact!
I have already seen this kind of exhibition in France but not with such extent. I was “shocked” by the impressive number of participants. There was a big queue of people waiting for products test. We heard, since we have arrived in Japan, about the importance of queuing, but there I witnessed it in live. Compared in France, with the same exhibition, there would be around one or two persons, no music and a much smaller success.
personal sources
On the Website of Kose, we can discover pieces of advice about right beauty habits to have. In fact, all visitors of the website can take care of them with some rules. A visitor can choose whatever periods of a day and see what he or she has to do for each one. At 7:30 AM, then 0:45 PM, 9 PM, 11 PM, he or she can see which products he or she has to use.
Moreover on the website, all the available rose essences are presented.
Besides, one of the characteristics of the Japanese culture is the love for flowers. Each of them even says that life is not possible without flowers: it would be a depressing and monotonous life. That’s why they practice “Ikebana” literally living flowers, which is a Japanese art of flowers arrangement.
Therefore, the cult for flowers could explain in part the craze for this exhibition. What is more, the company uses the sensory marketing, which is a very commonly used technique in Japan according to the things I observed. Indeed, there are many promotion activities in Tokyo streets, and always with music, flash colors or smells. Consequently, the Japanese consumer is attracted in reaction of his senses stimulation. Here in Shibuya, there was a big stimulation of consumers : loud music, pink everywhere from the stand up to the hostesses’ clothes and gloves, roses smells. So senses of smell, sight, touch and hear were stimulated.
Therefore, the cult for flowers could explain in part the craze for this exhibition. What is more, the company uses the sensory marketing, which is a very commonly used technique in Japan according to the things I observed. Indeed, there are many promotion activities in Tokyo streets, and always with music, flash colors or smells. Consequently, the Japanese consumer is attracted in reaction of his senses stimulation. Here in Shibuya, there was a big stimulation of consumers : loud music, pink everywhere from the stand up to the hostesses’ clothes and gloves, roses smells. So senses of smell, sight, touch and hear were stimulated.
personal sourcesFinally to ensure the exhibition promotion, there was an advertising picture with 6 famous models in Japan who are playing in the Kose CM. The 6 models are wearing and hair styled exactly like in the CM.
personal sources
In the CM, the music is “Happy birthday”; which is confirming the game of word with the name of the line “Happy Bath day”.
Aucun commentaire:
Enregistrer un commentaire