EucerinCase Analysis in English.

1. Eucerin
Case Analysis
Nickie Kyungin Hwang

2. Eucerine
 Founded in 1990 (120yrs of history)
 German Thermal Cosmetic
 Skincare brand from Beiersdorf

3. Key product
Opportunity

4. Communication
Key Point

5. Communication Key Point
2012 Approaching Accelerating
2013
Neat Neat
Calm Calm
Informative
Informative
Interaction
Intimacy
Wit

6. Communication Key Point
Intimacy / Wit – Webtoon
1) Skincare Tip
Spontaneous Visits!!
2) Ordinary life story

7. Communication Key Point
Informative / Intimacy – UCC
1) Skincare Tutorial / Beauty Tip
2) Telling their true story (Trustworthy)

8. Seasonal Marketing
• Yellow Wind • Beach/Water Park
• Valentines Day • Summer Vacation
Spring Summer
Fall Winter
• UV • Deep-Moisturizing
• Weekends • Winter Sports

9. Challenge
&
Opportunity

10. Challenges1- Environment
Too many thermal Cosmetics in Korea
What are you specialized in?

11. Challenges2-Treats
Recognized Products

12. Challenge3-Product
• Lacks Concept(Story)
e.g) Good for atopy, Good for baby
Best for dryness, Best for sensitive skin
• Lacks Casualty
- Specific Needs -> Always Eucerin!!!

13. Challenges4-SNS
More fans, More likes
• Number of produced contents are stable
• Quality of Contents are good enough
• But, Lacks interaction with users
• Events get intensions 10 times more
among others
• Needs to reach further for exposure

14. Challenge5-SNS
Who is the writer?
For now, committee are the writers
We need
STRANGERS to produce the contents.
Find the way to make them Participate!
Get involved!

15. Opportunity1
Flagship Store / Party Event
Connecting from Online to Offline
1) Make a commitment online
2) Visit offline flagship store for a free product
e.g) Anthon berg
Generous Store

16. Opportunity2
Give your product
a Nickname / Personality

17. Oppotunity3
Bring your mom / baby
Skincare Class
Skincare Consulting
Baby: 0-10s
Daughter: 20s-30s
Mom: 40s-50s
-> Good Impression!

18. Social Media Strategy
Efficiency

19. Social Media Strategy Efficiency
Social Eucerinkorea Website
Product 아쿠아포린 액티브 모이스춰라이징 크림 SPF15+ UVA 8 3
아쿠아포린 액티브 모이스춰라이징 크림 리치 7 3
아쿠아포린 액티브 모이스춰라이징 아이크림 2 0
아쿠아포린 액티브 모이스춰라이징 크림 라이트 2 0
Low Involvement
하이알루론 필러 아이 크림 19 7
하이알루론 필러 나이트 크림
3 0
하이알루론 필러 데이 크림 포 컴비네이션 투 오일리 스
2 0
킨
하이알루론 필러 데이 크림 포 드라이 스킨 2 0
더머토 클린 마일드 클렌징 밀크 1 1
더머토 클린 3 인 1 미셀러 클렌징 플루이드 1 1
더머토 클린 리프레싱 클렌징 젤 1 0
더머토 클린 클래리파잉 토너 0 0
Total 48 15

20. Social Media Strategy Efficiency
Facebook
Total 3191 likes
(fan=subscribers)
Total 192 Picture
3636 likes
932 comments
Total 6 videos (Same from website)
671 likes (avg.111.8333)

21. Social Media Strategy Efficiency
3. Naver blog
• Search Results Blog (2012)
• 82(유세린) +47(Eucerin) = 129
• Search Result Café
• 164(유세린)+20(Eucerin) = 184

22. Thank you.
Nickie Kyungin Hwang
@kokkkiri

25. Segmentation
20s 30s
40s 50s

26. Targeting
• 2 Generation Beauty Class ( With my baby / With my
20s mom)
40s/50s
• Dried out skin (Skin Dessert)
30s • Over-time working (Dark circle ghost)
• Grooming
Homme • Metro sexual
After • After Skincare Remedy
Remedy

27. Positioning
• No.1 Hyaluronic Cosmetic
• Broadly used in North America
• Treatment Solution After Skincare remedy
• Unisex Skincare