Shiseido's Tsubaki shampoo range is currently the market leader in Japan following its debut in 2006. Backed by a lavish, high-profile US$43 million ad campaign that featured many top Japanese actresses, Tsubaki's distinctive glossy red bottles could be seen everywhere in Japanese drugstores. Shiseido will be launching the Tsubaki Golden Repair series in late September in Japan. Formulated for damaged hair, it comes in a white bottle instead of Tsubaki's trademark red.
http://www.shiseido.co.jp/tsubaki/?fk=a00100
Also check out this IHT article on Tsubaki's success story.
http://www.iht.com/articles/ap/2007/08/28/business/AS-FEA-FIN-Japan-Shampoo-Wars.php
http://www.shiseido.co.jp/tsubaki/?fk=a00100
Also check out this IHT article on Tsubaki's success story.
http://www.iht.com/articles/ap/2007/08/28/business/AS-FEA-FIN-Japan-Shampoo-Wars.php
3 comments:
wow. spent so much on advertising. wonder if the profits can cover?
I'm sure they did since they rung up sales of US$155 million according to the IHT article. Shiseido's strategy is to have 'mega-brands' such as Tsubaki, Integrate, Maquillage to dominate their respective market segments hence they spend a lot on advertising to grab pole position first and then wait for the profits to roll in.
Oh looks good. Hopefully this will come to Singapore.
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