1. City University of Hong Kong
Department of Marketing
2008-2009 Company Consultancy Project
The choice and strategy of spokespersons for Kosé
Derek
Ella
Emily
Jordan
Kevin
Mok
Maxwell

2. Objective
s A
Methodo
genda
logy
Findings
(Spokesp
erson sel
ection)
Recomm
en
(Spokesp dations
erson sel
ection)
Findings
(Use of s
pokesper
son-IMC)
Recomm
(Use of s endations
pokesper
son-IMC)
Conclusio
n

3. O
bjectives
To identify target customers’ preferable feelings of
cosmetic products
To test spokespersons’ effects of several key players
in cosmetic industry
To select appropriate spokespersons for Kosé step
by step
To develop a comprehensive IMC strategy that is
able to maximize endorsement effects

4. M
ethodology
Primary Secondary
Research Research
Qualitative Quantitative Website Audit Publication Audit
www.Kosé-hk.com Kosé brochure
2 Focus Groups Questionnaire survey www.Kosé.co.jp Shiseido brochure
1st with Kosé users 447 qualified www.shiseido.com Jessica
2nd with non Kosé users Cluster sampling www.euromonitor.com Marie Claire
www.google.com Elle
Fancl House brochure

5. R
espondent profile
n=447
Screening
1. Aged 20-30
2. Used >=3 kinds of n=447
skin-care or color
cosmetic products
3. Spending on average
product >HK$150 n=447

6. Consumer Behavior F
inding1
How many times do you use skin care products per week?
>7 times
88% for Facial Cleanser
15%
4 to 6 times 79% for Moisturizer
1 to 3 times
15%
51% for Skin Whitening Product
69%
n=447
How many times do you use color cosmetic products per week?
6%
29%
>7 times
4 to 6 times
77% for Blush
1 to 3 times 77% for Foundation
Never
74% for Eye make-up
47%
18%
n=447

7. Consumers’ preferable
feelings of cosmetic brand F
inding2
Mature 1 2 3 4 5 6 7 Young N/A 4.73
Realistic 1 2 3 4 5 6 7 Dreamlike N/A 3.92
Next-door 1 2 3 4 5 6 7 Noble N/A 4.48
Simple 1 2 3 4 5 6 7 Luxury N/A 4.24
Traditional 1 2 3 4 5 6 7 Innovative N/A 4.57
Casual 1 2 3 4 5 6 7 Professional N/A 5.12
Flamboyant 1 2 3 4 5 6 7 Fresh N/A 5.24
Mainstream 1 2 3 4 5 6 7 Personal N/A 4.5
Local 1 2 3 4 5 6 7 International N/A 4.58
Classical 1 2 3 4 5 6 7 Stylish N/A 4.55
n=447
Fresh, Professional and Young are
customers’ top 3 preferable feelings.

8. Secondary Data F
inding2
“Novelty is the buzzword in color
cosmetics.”
--Oru Mohiuddin
MARKETS DRIVE COLOR COSMETICS GROWTH
Global Cosmetic Industry.
New York: Mar 2009. Vol. 177, Iss. 3; pg. 26
“Summer 2009 is about looking fresh
and active.”
--Annalise Kaylor
Summer Makeup Trend for 2009
Feb 13, 2009

9. K
ey issue
Fresh, Professional and Young
are not only customers’
most preferable feelings, but
also meeting the trend of
cosmetic products.

10. Kosé’s spokespersons F
inding3
Who do you think is the best spokesperson for Kosé?
No Idea
20%
2%
6%
45%
20%
6%
n=344

11. Kosé’s spokespersons F
inding3
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
The spokesperson makes the brand impress me more. 4.83
The spokesperson gives me more confidence about the
4.81
brand.
The spokesperson stimulates my further interests in the
4.67
brand.
The spokesperson stimulates me to buy the products. 4.63
The spokesperson’s image matches Kosé’s very well. 5.3
The spokesperson helps me recall Kosé when selecting
4.95
cosmetic brands.
n=155

12. Market Analysis F
inding4
Vivian Chow Michelle Lee Sammi Cheung
Adriana Lima Song Hye Kyo Gigi Leung

13. Market Analysis F
inding4
Right
Wrong
Don't know
Vivian Chow 205 83 159
Michelle Lee 239 71 137
Sammi Cheung 285 42 120
Adriana Lima 39 88 320
Song Hye Kyo 226 92 129
Gigi Leung 364 29 54
0 125 250 375 500
n=447

14. Market Analysis F
inding4
81.4% successfully
recall Fancl
2nd: Sammi Cheung 63%
3rd: Michelle Lee 53%

15. Market Analysis F
inding4
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
Gigi’s appearance impresses me so much. 4.98
The Ads of Gigi are memorable. 5.13
Gigi’s image matches the brand’s image
5.12
very well.
Gigi makes me recall the brand more easily 5.05
n=364

16. Market Analysis F
inding4
Q: After watching the commercial, how do you feel about Fancl?
A: “Fresh...Gigi with short hair gives me the impression of
freshness..the slogan is very creative...Some nature elements like
trees, oceans, fruits and grass show freshness...It is very clean and
tidy...”

17. Secondary Data F
inding4
“Brands with ‘natural’ positioning, for example, Freeplus and
Fancl, have been well-accepted by Chinese consumers, due
to their additive-free claims. Over the forecast period, it is
expected that brands that incorporate natural ingredients
or even organic ingredients to perform moisturising, anti-
ageing, cleansing or firming effects for the skin will become a
popular choice for safety-conscious consumers...”
-Skin Care, China, June 2008
Euromonitor International

18. Secondary Data F
inding4
“The ‘natural’ look dominated color cosmetics
from 2007, with consumers seeking colors that
matched their skin tones...This trend was driven
by working women in their 20s and 30s with
higher disposable incomes and better awareness
of fashion trends...”
--Color Cosmetics, China, June 2008
Euromonitor International

19. K
ey issues
Match between the spokesperson and the
brand increases recall rate significantly.
Fancl’s fresh, natural positioning has been
well accepted by the market.

20. Who will be the appropriate spokesperson for Kosé?

21. No. of spokespersons F
inding5
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
I’m more impressed by brands with spokespersons. 4.93
I believe that the more spokespersons, the better quality 4.09
of products the brand has.
If there are too many spokespersons, I will be confused 5.21
in terms of the brand’s image.
If I know the spokesperson, I will be more impressed by 5.29
the brand.
If I like the spokesperson, I will be more confident about 5.23
the brand.
Spokespersons will lead me to purchase. 4.32
n=447
Multi-spokesperson strategy
may cause brand image confusion.

22. Selection Process F
inding6
Nationality of spokespersons for Japanese
cosmetic brands in Hong Kong Market
Kao Corp
Shuemura DHC
Shiseido Avenir 21
Kose AUPRES
36
Kanebo Asience
Fancl Biore
Ipsa Recipeo 6
Sofina Larrier 2 Japanese 32.3%
Korean 9.2%
n=65 Western 3%
Chinese 55.5%

23. Selection Process F
inding6
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
I believe that Western and Asian people should use
different cosmetic products due to different natures of
their skins.
5.42
n=447

24. Selection Process F
inding6
Focus Group

25. K
ey issues
Multi-spokesperson strategy may cause
brand image confusion.
Japanese brands usually use Western,
Chinese and Japanese as their
spokespersons.
Western spokespersons may mislead
the Asian consumers.

26. Focus Group
Selection Process F
inding6
Fresh

27. Focus Group
Selection Process F
inding6
Short
Hair
No negative
Slim
news
Not too Sweet
commercial smile
Fresh
Pure Melodious
Image in Light
movie/TV make-up

28. Selection Process F
inding6
Japanese Artists
,
, ,

29. Selection Process F
inding6
Japanese Artists
,
,

30. Selection Process F
inding6
Korean Artists
,
,
,

31. Selection Process F
inding6
,
,
,
, Chinese Artists ,

32. Selection Process F
inding6
,
,
Hebe,
Taiwan Artists

33. Selection Process F
inding6
,
,
Hong Kong Artists ,

34. Selection Process F
inding6
,
,
,
,
Non Artists
,

35. Focus Group
Selection Process F
inding6
Image in
Energetic
movie/TV
Young
Baby Face Young Age

36. Selection Process F
inding6
Japanese Artists
,
, ,

37. Selection Process F
inding6
Japanese Artists
,
,

38. Selection Process F
inding6
Korean Artists
,
,
,

39. Selection Process F
inding6
,
,
,
, Chinese Artists ,

40. Selection Process F
inding6
,
,
Hebe,
Taiwan Artists

41. Selection Process F
inding6
,
,
Hong Kong Artists ,

42. Selection Process F
inding6
,
,
,
,
Non Artists
,

43. Selection Process F
inding6
Popularity
Chinese Japanese Korean
Know the person’s
name
Know the person’s
background
(e.g. age, education level)
Know the person’s
image in movie/TV
Know the person’s
public image
Chinese celebrities are
better known.

44. Selection Process F
inding6
As Kosé wants to target the Great
China Market, Kosé needs a person
who is famous in Mainland, Hong Kong
and Taiwan.

45. Suitable?
Selection Process F
inding6
, Linda Chung, Actress , Leila Tong, Actress , Lin Zhao, Actress
She is the new star of TVB, yet
has not been acted as main Her works are basically played in
characters. mainland china.
The same case of Linda Chung.
Her popularity is basically
limited in Hong Kong. Representative works
TV series
Representative works
Representative works < ><Vancouver>
TV series
TV series < > < We
< ><Life Made Simple>
< ><Forensic Heroes> have nowhere to place youth>
< ><The Last Breakthrough>
< >The Gem of Life> Movie
< ><War and Desting>
< ><Heart of Greed> < ><The One
Album Man Olympics>
< , >

46. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
, , , , Hebe,

47. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
Karena Lam
Birthday: 17/08/1978
Height: 165cm
Weight: 48kg
Language: Mandarin, Cantonese, English
Experience:
--started from Taiwan
--best supporting actress & best new performer
21st HKFA, < July Rhapsody>, 2002
39th Taiwan GHFA, < >, 2002
--movies: < >, < The Floating Landscape>, <
Truth or Dare>, < Fit Lover>
--MV: < Love Letter>
--Ads: AQUA, Whisper,
, , , , Hebe,

48. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
Susan Sun
Birthday: 26/09/1982
Height: 165cm
Weight: 45kg
Language: Mandarin, English
Experience:
--TV series: < Jade Guan-Yin>, <
Romantic Life>, < Shang Hai
Bund (new)>
--Movies: < Fearless>, < Painted
Skin>
--Ads: Suning, RICOH, Sofina
, , , , Hebe,

49. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
Experience:
--TV series: < It
Started with a Kiss>, <
The Eagle Shooting
Arial Lin Heroes>, <
Birthday: 29/10/1982 Tokyo Juliet>,
Height: 160cm --Movies: < Love
Weight: 43kg me, If you can>
Language: Mandarin, --MVs: < > ,
English, Korean < > , <Angel>
--Ads: CHANEL, Sophie,
Double A, Mentholatum
, , , , Hebe,

50. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
Liu Xuan
Birthday: 12/03/1979
Height: 157cm
Weight: 48kg
Language: Mandarin, English
Experience:
--2000 Sydney Olympic Games
1st Balance beam
3rd All Around
3rd Team
--on-site gymnastics report for Hong Kong
broadcaster TVB at 2008 Beijing Olympics
--Ads: KFC, Lafa & Artists , Maybelline
, , , , Hebe,

51. Spokespersons R
ecommendations
Therefore, these spokespersons are shortlisted for Kosé’s consideration.
Birthday: 30/03/1983
Height: 161cm
Weight: 42kg
Language: Mandarin, English
Experience:
-popular singer group, S.H.E member
--TV series: < Reaching for the Stars>, <
The Rose>
--MV: < >
--Songs: <Super star>, < > <Genesis>, <
> <Once Upon A Time>
--Ads: Coca Cola, Casio, 7-11, M-zone, McDonald’s,
Mengniu
, , , , Hebe,

52. How to use the spokesperson?

53. Endorsement function F
inding7
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
I’m more impressed by brands with spokespersons. 4.93
I believe that the more spokespersons, the better quality of
4.09
products the brand has.
If there are too many spokespersons, I will be confused about
5.21
the brand’s image.
If I know the spokesperson, I will be more impressed by the
5.29
brand.
If I like the spokesperson, I will be more confident about the
5.23
brand.
Spokespersons will lead me to purchase. 4.32
n=447

54. Endorsement function F
inding7
Importance of selection criteria of buying cosmetic products
7=Very important 1=Not important at all
Trial Effect 5.61
Friends’ Recommendations 5.21
Brand Image 5.02
Brand Popularity 4.89
Newspaper/Magazine Recommendation 4.37
n=447 Free Skin Test 3.98

55. K
ey issue
Celebrity endorsement will not
lead to actual purchase, but to
increase chances of trial instead.

56. IMC Theme F
inding8
Color Fruit
Natural
Wood Floor
Elements
Fresh
Fresh Water
Casement Sources
Simple
Hammock
Package

57. IMC Theme F
inding8
Colorful Package
Young
Low Price

58. IMC Theme F
inding8
Well Classified
Product Lines
Japanese Identity
Cosmeticians’
Professional Recommendations
Accompanied
Skin Test
Star Products

59. Expected
Effects F
inding9
0 75 150 225 300
Confident 259
Natural
251
Temperament 163
Elegant 122
Energetic 97
Personal 83
Sweet 70 What effect do you want to achieve by make-up
Noble 51 ?
Pure 45
Cute 35
Others 29
Sexy 28
Flamboyance 27
Classical 17
Cool 10
n=447

60. Interested
Activities F
inding10
0 100 200 300 400
Skin care knowledge
370
Make-up skills
330
Image transformation 134
Cosmeticians’ recommendations 113
Japanese cosmetic culture 109 Which activities are you interested in?
Hong Kong cosmetic trend 103
New product information 66
International cosmetic trend 58
Latest cosmetic technology 32
Others 15
n=447

61. K
ey issues
Consumers wish to achieve confidence and natural
beauty by make-up.
Consumers are interested in skin care knowledge
and make-up skills most.

62. Have you heard of Kosé?
Kosé’s
Awareness F
inding11
Yes
24% No China
Japan
1%
11% French
1% Taiwan
4%
Korea
76% Others
n=447 20%
Right n=344
Wrong
Right Don’t know 63%
Wrong
Don’t know
Country of origin?
22%
42%
41% 32% n=344
36%
27% Pronunciation?
n=344 Logo?
Pronunciation?

63. More understanding of Kosé
Kosé’s
Awareness F
inding11
Merely heard of Kosé
1. Heard of Kosé 10%
2. Know how to pronounce Kosé
3. Recognize Kosé’s logo
4. Know Kosé’s country of origin
90%
n=447

64. Sub-brand’s
Awareness F
inding12
0 75 150 225 300
268
BEAUTE de Kosé
152
COSME DECORTE 61
No awareness 60
FASIO 58
JILLSTUART 56
ESPRIQUE PRECIOUS 25
VISEE 17
KNOLL 17
HAPPY BATHDAY 16
WHITIST 12
INFINITY 2 n=340
Have you heard of any sub-brand of Kosé?

65. Japanese
Identity F
inding13
Please indicate your opinion of the following statements.
(1=very disagree, 7=very agree)
I believe that Japanese cosmetic brands have higher quality
4.92
than ones of other countries.
I am impressed by Japanese corporate culture, which is
4.69
dedicated and concentrated.
n=447
Japanese Identity is the
great asset for brand image.

66. K
ey issues
Many people just merely heard of Kosé, whereas
SEKKISEI has relatively high awareness.
They cannot recognize Kosé’s logo as well as pronounce
Kosé’s name correctly.
Some respondents take Kosé for a French brand, yet it
is a Japanese one.
Actually many of them think that Japanese cosmetic
brands mean higher quality.

67. Positioning R
ecommendations
In order to differentiate Kosé from Fancl,
Fresh
Fancl Kosé
Young History 1980 1946
Less is more Medicated Sekkisei
Oriental Plants
Addictive-free
ingredients
Organic Herbs
Professional Selling point (Nature & Co.)

68. Positioning R
ecommendations
In order to differentiate Kosé from Fancl,
Fresh
Fancl Kosé
Young History 1980 1946
Please indicate your Less is morethe following statements.
opinion of Medicated Sekkisei
(1=very disagree, 7=very agree)
Oriental Plants
Addictive-free
I believe that brands with
ingredients longer history
are more trustworthy 4.87
Organic Herbs
Professional Selling point (Nature & Co.)

69. Positioning R
ecommendations
Fresh In order to differentiate Kosé from Fancl,
Fancl Kosé
Young History 1980 1946
Less is more Medicated Sekkisei
Oriental Plants
Addictive-free
ingredients
Organic Herbs
Professional Selling point (Nature & Co.)

70. Execution R
ecommendations
Skin Care line
Color cosmetic
line

71. Execution R
ecommendations
Skin Care line
•Highest awareness •Newly launched
•Natural ingredients •Fresh, natural image
Color cosmetics
line

72. Execution R
ecommendations
Skin Care line
•Highest awareness •Newly launched
•Natural ingredients •Fresh, natural image
•Anti-aging •Moisturizing •Rice ferment
•Natural ingredients
Color cosmetics
line

73. Execution R
ecommendations
Skin Care line
•Highest awareness •Newly launched
•Natural ingredients •Fresh, natural image
•Anti-aging •Moisturizing •Rice ferment
•Natural ingredients
Color cosmetics
line
•Personality •Freedom
•Forward looking •Determination

74. Execution R
ecommendations
Skin Care line
•Highest awareness •Newly launched
•Natural ingredients •Fresh, natural image
•Anti-aging •Moisturizing •Rice ferment
•Natural ingredients
Color cosmetics
line “The ‘natural’ look may further penetrate into colour
cosmetic over the forecast period, with an increasing
number of working women seeking perfect skin with a
•Personality
natural look” •Personality
---Color cosmetic China, 06/08
•Forward looking •Forward looking
Euromonitor International

75. IMC Objectives R
ecommendations
To increase awareness of Kosé by 15% among young females aged 20 to 30
in Great China region in 3 years. (e.g. HK: 74.7% to 90%)
To increase knowledge of Kosé by 8% among target customers
To increase target customers’ interests in Kosé by 4%
To increase Kosé product trial by 2%
2007 Skin Care Growth Rate Color Cosmetics Growth Rate
China 16% 13%
Taiwan 5% 4%
Hong Kong 4% 5%
Source: Euromonitor International, Country Sectors Briefing
Color Cosmetics in Hong Kong, China (May, 2008)
Color Cosmetics in China (June, 2008)
Color Cosmetics in Taiwan (May, 2008)
Skin Care in Hong Kong, China ( May, 2008)
Skin Care in China (June, 2008)
Skin Care in Taiwan ( May, 2008)

76. Target customers &
Consumer insights R
ecommendations
Target Customers
Female aged between 20 and 30 who are willing to spend money on cosmetics.
(HK$150/piece)
Consumer Insights (from Questionnaire)
Target customers’ preferable feelings of cosmetic brand are Fresh,Young and Professional.
Target customers attempt to achieve confidence and natural beauty by wearing make-up.
They are interested in skin care knowledge and make-up skills.
They believe that Japanese cosmetic brands have higher quality compared to brands from
other countries.
20% of them misunderstand that Kosé comes from France.
Very few of them can recognize Kosé’s logo and pronounce the brand name correctly.

77. IMC Message R
ecommendations
Let the nature make you up, with us, Kosé

78. Communication
Channels R
ecommendations

79. Broadcast Media R
TV: TVB
ecommendations
Slide-of-Life Execution, 30 seconds TVC
Appeals:
Emotional
Rationale:
Target customers prefer the cosmetic brand image of fresh and young.
They want to achieve natural beauty.
Media Executions:
1. Showing how the spokesperson with fresh lifestyle pursuit her natural
beauty by the use of Kosé’s product.
2. To address the natural ingredients of Kosé’s product.
2. To encourage customers to associate the product’s outcome with the
milk pudding.
3. To arouse target customers’ resonance

80. Broadcast Media R
ecommendations

81. Print Media R
ecommendations
Beauty magazines and fashion magazines
Hong Kong “Jessica”, “Cosmopolitan”, “Cosmogirl”, “Marie Claire”, “VIVI”
China “Cosmopolitan”, “ELLE”, “ ”(Rayli), “Vogue”
Taiwan “Vogue”, “VIVI”, “Marie Claire”, “ELLE”, “Glamour Bazaar”, “Cosmopolitan
Source: Media rate card, Professor Daisy Lee, City University of Hong Kong, 2007

82. Print Media R
Stage 1:
ecommendations
Brand image building
Appeals:
Emotional
Rationale:
Target customers want to achieve natural beauty.
Fresh and young feeling is appealing to target customers.
Japanese feel means high quality.
Media Executions:
1. Showing spokesperson with natural beauty.
2. Making use of the green color and natural elements to create a fresh
atmosphere.
3. Associate Kosé’s product SEKKISEI with natural elements and Japanese elements.
4. Trial pack will be provided along with the magazine.

84. Print Media R
ecommendations
Stage 2:
Product Advertisement
Appeals:
Informational
Rationale:
Target customers seek more detailed product information.
Kosé’s professional image can be seen from medicine herbals.
Target customers believe in the recommendations from the cosmeticians.
Media Executions:
1. Detailed product information will be provided.
2. Natural herbal ingredients and their functions will be shown.
3. The cosmeticians will share their experiences of using the products.

85. R
ecommendation
Print Media

86. Print Media R
ecommendations
Stage 3:
Advertorial (advertisement + editorial)
Appeals:
Informational
Rationale:
Target customers trust the words of magazine editors more, since they
regard the editors as a neutral third-party.
Media Executions:
1. The magazine editors will interview Kosé’s spokesperson.
2. The spokesperson will share her own secrets of skin care.
3. Detailed product information will be provided.

87. R
ecommendations
IMC

88. Print Media R
ecommendations
Stage 4:
Color cosmetics advertisement + Event information released
Appeals:
Emotional + Rational
Rationale:
1. Target customers are interested in “image transformation”
2. Magazine is one of the best ways to inform the target customers about
the event
Media Executions:
1. Showing spokesperson with natural beauty (e.g “nude” make-up)
2. Detailed information of color cosmetic products will be provided
3. Detailed information of the “image transformation” event will be
released, including the event date, time and the application procedures

89. +
KOSÉ 2009“
”
click
http://www.kose-hk.com/ch/
XX 09 in

90. Point-of-Purchase R
ecommendations
Rationale:
1. Brands have difficulty in attracting target customers’
attention if they do not stand out.
2. P-O-P is a good place for customers to absorb
information.
Media Executions:
1. “Breaking the clutter” advertising, such as the tags will
be placed on the shelves.
2. TVC will be aired in the stores.

91. Event Marketing
Image Transformation R
ecommendations
Rationale:
Target customers are interested in “Skin care knowledge”, “Make-up skills
and “Image transformation”.
Media Executions:
1. Target customers are encouraged to join the event for free through the
Internet application.
2. Cosmeticians will help successful candidates transform their image in
the shopping mall.
3. Spokesperson will be invited to share her skin care and make-up tips.
Media will also be invited to the event.
4. The event will last for only one day.
After the event, other customers can enjoy the “image transformation” service
provided by cosmetic specialists in our shops.

92. Image Transformation R
ecommendations
KOSÉ 2009“ ”Application Form
/Name
/Age
/Occupation
/Skin Condition
/Expected Effect
Submit
KOSÉ

93. Event Marketing
Sponsorship R
ecommendations
Rationale:
Spokesperson’s exposure can be used to maximize endorsement effects.
Media Executions:
1. To sponsor spokespersons’ premiere or album conference.
2. Trial packs will be provided along with the leaflet or brochure.

94. Product Placement R
ecommendations
Rationale:
1. Product placement helps to create a stronger association
between Kosé’s spokesperson and its products
2. Product placement helps to increase Kosé’s brand
exposure
Media Executions:
1. Kosé will sponsor products for the spokesperson to
use in her TV drama shows or films
2. Kosé’s brand name will be listed on the tail leader of
the TV drama shows or films

95. Internet R
ecommendations
Rationale:
1. Internet is a new media trend, which has more and more
people involved, especially for our customers: females between
20-30.
2. Internet technology, web 2.0 is easy for us to track and retain
the customers.
Media Executions:
1. Instant Messenger (MSNS, QQ)
where displays brand/product information, latest news and spokesperson
image.
2. Interstitials
The ad of Kosé will appear before a Youtube video clip while audiences are
waiting.
3. Facebook/Twitter
Take advantage of web 2.0 tools for broadcasting and customer service

96. R
ecommendations
Internet

97. Internet R
ecommendations
2009 KOSÉ

98. Schedule R
ecommendations
Time/ Y1Q1 Y1Q2 Y1Q3 Y1Q4 Y2Q1 Y2Q2 Y2Q3 Y2Q4 Y3Q1 Y3Q2 Y3Q3 Y3Q4
Brands
Skin Care Sekkisei
Products
Nature &
Co
Junkisei
Astalution
Moisture
Skin
Repair
Color Esprique
Cosmetic Precious
Products
Beauté de
Kosé
YiQj: Year i Quarter j

99. C
onclusion
1. Kosé’s new brand image is suggested to be fresh,
young and professional.
2. Kosé’s spokesperson should match the brand
image.
3. Karena Lam, Hebe, Susan Sun, Arial Lin, Liu xuan are
the shortlisted spokespersons for Kosé.
4. Sekkisei and Nature & Co. are the two brands
leading Kosé’s image refreshment.
5. A 3-year comprehensive IMC plan will be launched
to maximize endorsement effects.

100. Q&A