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| Yasuharu Kawazoe, Shiseido Canada CEO and president |
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On taking over the helm of operations in multiethnic Canada early this year, longtime Shiseido executive Yasuharu Kawazoe took on the huge task of instilling the company’s vision in a way that was easily understandable for its employees and customers.
‘‘We are now branding Shiseido in Canada as a skin-care company. Skin care does not take into account one’s ethnicity or color but rather the three basic steps of cleansing, softening and moisturizing. If customers give us some time, they will understand why Shiseido’s core products are the best for their skin concerns,’’ points out the Shiseido Canada CEO and president.
Kawazoe is convinced that Shiseido’s quality stems from the emphasis that the company has put on R&D in the last 130 years. To this day, it is one of only two global cosmetics companies with its own R&D facilities.
Distinguishing itself from most of its affiliates, Shiseido Canada approaches the market using a multibrand platform, with Cle de Peau, Carita Paris, Beute Prestige International, NARS and ZIRH falling under its collection.
‘‘Shiseido is the core, but we also have high-end products — men’s products, fragrances and other beauty products that complement our cosmetics line. This is a group strategy for a complete cosmetics portfolio,’’ he says.
With a firm technological and multibrand platform in place, Shiseido Canada has focused on raising its presence in retail drug and department stores.
‘‘In Japanese we say ‘omotenashi,’ which means hospitality. This is how we differentiate ourselves on the retail level. For example, when a customer purchases a product from our counter then turns to leave, our beauty consultants are instructed to go to the front of the counter and say goodbye. The more memorable we make our counter experience (and) the more omotenashi we provide, then the greater the chances are of our customers returning,’’ Kawazoe says.
www.shiseido.co.jp
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