Shiseido, the Japanese luxury cosmetic and skincare company which entered the Indian market about five years ago, has launched the ‘Shiseido Stunner Hunt’, a customer relationship building activity, for the first time in India. Shiseido is a 134-year old Japanese cosmetic company with its presence all over the world.
As part of the ‘hunt’, all Shiseido clients will get an opportunity to get a makeover done by the company’s international makeup artist Winnie Hang Ang Chee. The whole idea is to make each Shiseido customer feel that there lies a model or a stunner in them.
Commenting on the programme, Dinaz Jehani, Brand Manager, Shiseido India, said, “We feel that every individual person is a celeb, so we give them a chance to look good and feel good.” This initiative will be on in Delhi and Mumbai till the middle of October 2006.
Shiseido is also participating in the DNA fashion carnival in Mumbai on October 8, 2006. This is yet another initiative to strengthen customer relations. As part of the initiative, anyone can approach a Shiseido outlet or counter and get a makeover done with Shiseido colours, complete with studio setting, and be photographed. The selected photo will appear on the cover of the DNA weekly ‘ME’.
Jehani said that the company strongly believed in sampling strategy, wherein a perspective customer got the chance to sample the products and experience the product to help her switch over from another brand. Unlike many other foreign brands available in India, Shiseido pushes free samplers very aggressively over the counter as a part of their marketing strategy.
Said Jehani, “We are a 100 per cent customer-oriented company and try to make customers aware through sampling.”
The company attempts to widen its customer base in India and is targeting at the upper middle class and not just the niche buyers.