3. Brand Story
Started in 2003
in Myongdong
Third largest cosmetics
company in the country.
Operates more than 800
shops in Korea and
318 outlets in 19 countries.
6. Naturalism
True to its brand slogan 'Inspired by
nature', the brand is built on the appeal
of nature ingredients from almost 600
varieties of botanical extracts. All
products are claimed to have been
produced from natural products with
no chemicals.
7. Variety
Product line:
Skin care - toner, emulsion, creams,
essence, eye care, massage, peeling,
sun care products.
Make-up - foundation, cheek, eye
care, lip care, pencil, nail
Body care - body, hand and foot
care products
Hair care - washing, styling,
treatment and essence
Men's line - basic skin care
Baby line - basic skin care and baby
products
Fragrance - body fragranceTHEFACESHOP product prices range from
$2.90 for nail polish to $60+ for a serum.
8. THEFACESHOP provides a variety of products and price ranges
to cater to a wide range of consumer bases
where there is something for everyone.
9. Value
THEFACESHOP aims to provide
value for customers by offering
quality products at reasonable
prices.
They signed on Korean celebrities
as brand ambassadors to raise
the brand image.
This changed the notion that
lower price equals lower quality
with the brand's quality products
(including perception of quality)
and aggressive marketing.
11. Places emphasis on its natural products
Simple, clean packaging
Fresh-smelling and attractive
Products that work
12. Brand Values
Naturalism
- Skin-friendly products created from approximately 600
natural ingredients
- In sync with the global trend towards working with
nature and utilizing organic products
Variety
- Over 1000 current products, introduces about 30 new
ones every month
- Product lines for both men and women of all ages
- Believe that there is natural beauty in everyone and
that they have something for every consumer
- Want to be recognized as ‘the people’s brand’
13. Brand Values
Constant growth
- The company aims to be a leading global cosmetic
brand
- Continuously expanding its product range to meet
changing demands
- Relies heavily on local and global research and
development plus consumer surveys to further
improve its products and services.
Affordability
- Aims to develop high-quality products and innovations
while keeping prices affordable.
- Customers are always delighted to find that
THEFACESHOP’s products are of high quality without
the high-end prices.
14. Brand Audit: S.W.O.T Analysis!
Strengths
The Face Shop has good brand awareness due to the
large number of stores it has in Singapore. The brand
concept has been well-received so far. Also, in
Singapore, Korean brands are trusted for their good
quality skin products
Weaknesses
There is an increasing number of competitors in
the local market. The Face Shop is losing their
younger customer base.
Opportunities
The growing popularity of Korean culture and
music in Singapore has lead to increased
interest in Korean products. The Face Shop's
use of Korean celebrities helps in attracting
younger consumers into the store.
Threats
There is a risk of newer and
fresher Korean counterparts
overtaking The Face Shop.
Also, more and more brands are
getting into the 'organic beauty'
market. #
15. What is the Consumer Persona"
of THEFACESHOP customers?
The typical consumers are
women, aged from 16-35 and
are students or working adults.
They might also be
interested in Korean culture
and beauty.
16. What is their
relationship with the
THEFACESHOP?"
Key Influences
- Recommendations by
family and friends
- Online reviews
- Endorsements by the
Korean celebrities
17. Purchasing Behaviour
- Budget-conscious, seek
out value-for-money
purchases
- Product packaging is a big
factor on whether they
make the purchase
- Like the natural, skin-
friendly products
- The organized, attractive
store layout made them
take notice and walk in
Views on the Brand
- The reasonably priced but
high quality products appeal
to consumers, as they want
value without sacrificing on
the quality
- The wide range of products
and low price allow them to
try out new types of products
- Perceived as trendy due to its
eco-friendly approach and the
recent popularity of Korean
brands and products
- Products are reliable.
Consumers are pleased that
their purchases are effective
and affordable.
18. What are the communication
implications?
THEFACESHOP should:
- Associate its brand with young,
trendy events and people to
boost brand recognition and
preference amongst younger
consumers
- Launch more eco-friendly
initiatives to improve the
perception of its natural,
chemical-free products
