Shiseido Co.'s Tsubaki shampoo and conditioner became best-sellers
Just one month after its release in late March, Shiseido Co.'s
Tsubaki shampoo and conditioner became best-sellers and saw the
cosmetics firm jump to No. 1 in the shampoo market.
The shampoo market has been viewed as conservative, but the emergence of the Tsubaki line of products has shaken it up.
The market has long been dominated by three makers--Kao Corp. with
Asience; Unilever Japan with Lux, and Procter and Gamble Co. with
But in the month it was launched, sales of Tsubaki exceeded
expectations, reaching 4 billion yen--40 percent of its annual sales
Shiseido said market share according to brands between April 10 and
April 16--the fourth week after Tsubaki's launch--showed the product
topped sales with 12 percent, followed by Lux Super Rich Shine, Asience
Thanks to Tsubaki, Shiseido's market share also jumped from about
10-15 percent to 23 percent, taking it from fourth spot to first.
Tsubaki is the fourth product launched as part of Shiseido's latest
marketing strategy that involves having fewer brands and focusing on
becoming a market leader in each field.
Shiseido used the name of its logo, hanatsubaki (camellia blossom), for the name of the brand.
Shiseido has earmarked a company record 5 billion yen for
advertising. Television commercials for the product highlight the
beauty of Japanese women and feature six popular Japanese actresses,
including Yukie Nakama and Yuko Takeuchi.
But clever advertising is not the only key to Shiseido's
success--before Tsubaki's release, rival Kao promoted its Asience brand
with a similar Asian beauty pitch.
Tsubaki's success has shown that keeping up with trends and
employing intensive advertising can bring success in an already
saturated shampoo market.