In addition to FANCL strategy mistakes, we used to look at a brand SHISHEDO aim at two markets. How about the effectiveness?
 
Keys to Shiseido resonance effect：One brand is only able to address one consumer market
 
Shiseido's "Pureness" series launched in Hong Kong in 1995, and take the young line. Because of the ill-defined p_w_picpath marketing ways, Shiseido changed the packaging and disposition and re-introduced into the market. However, the market response was still unromantic so far. Both them did not arouse public interest.

To the visibility and the quality of Shiseido’s products and wealth of experience in sales, the market reaction is not too normal? Why?

In fact, after years of marketing, the professional p_w_picpath of Shiseido which developed skin care products for mature women already deeply rooted among the consumer, marketing strategy is based on mature female; this order make it naturally reach a mature female identity.

Then, a brand is absolutely impossible to address two markets, get all of sympathy and recognition, the reason is brand personified.

In a different market, consumers have a different character, p_w_picpath and needs. With the market thinning and culture cracking, which resulted a brand spokesmen and the presentation can’t accommodate the various market.
资生堂代言人周慧敏

For Shiseido there were many different spokesmen and many of them are familiar. Hong Kong's Vivian Chow is one of them, elegant, mature, and noble qualities, But this p_w_picpath can’t coincide with the p_w_picpath of young people, so that they can not generate resonance.

Ultimately, Shiseido change their strategy, put the resources which were in the young market enter a new brand named IPSA, the brand Shiseido focus on mature markets.