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The second step–Function

When consumers buy different products in the market, they always have their expectations of the effectiveness which have tagged or promoted. A survey revealed that most of ladies focused on the skin moisture added, 28-45 years old female catch the fancy of anti-aging products, while young girls like whitening products. Of course, there are some special care needs, such as acne care, sun block, etc. More effective of the remarkable products, the easier it will be to attract customers.

How do the products meet the function consumer demand? -- Paying attention to research is the right strategy.

We take the SHISEIDO cosmetics as an example, the research and development expenses in the last year more than 10 million yen, for example, their right freckle study found that UV is an important cause. They developed m-Tranexamic Acid resistance freckles, and the product also has effectiveness of skin whitening.

FANCL President Kenji Ikemori said that by virtue of technology development, Brand can establish high-tech p_w_picpath and attract other organizations to study new products.

Nature of the industry first two ladder have been presented, so if you have done safety and function of R & D, brand can survive in this industry, but success requires depth of the excavation.

How could a brand stand out from the numbers brands?