Beauty industry is always one of the most competitive commercial spaces. There are numbers of brands while they are competing within the same market size. Besides, products’ features and functions among different brands are similar to consumers and thus, who may shift around based on the promotions and their personal feelings at the moment.
To help Shiseido standing out from the crowd and stay top-of-mind, we studied the wants and needs of consumers. When we plan the content and schedule, we hope to provide consumers a holistic journey of client’s products instead of pushing the product features to the consumers which could be easily found in the website.
Apart from the Hong Kong market, we also studied China’s trend and manage another platform – Weibo for Shiseido. With the same brand message, we have worked out another content direction and use of words for China’s users.
We hope to create a two-way communication in the Facebook page instead of a linear relationship with the consumers. Apart from the message of daily products and promotions, we have also developed more interactive content in diverse format in order to keep fresh of the page. As a result, more enquiries and discussions are generated and with the help of our CS system, we could also provide timely response.