Majolica Majorca is a cosmetics brand from Japan's Shiseido aimed at young women. Its jewel-like products are sold in six other Asian markets, backed by lush, web-based storytelling, whispering promises of everlasting loveliness. Even the name -- say it out loud a few times -- is supposed to evoke a fairytale spell.
"The brand itself is actually the magic to becoming an adorable woman," said Hidetaka Shimizu, a top marketing executive for Majolica Majorca. "If you wish hard, you will become pretty and it will come true."
In the land of Hello Kitty and iris-enlarging contact lenses, cuteness has cachet.
The brand was designed to introduce younger consumers to Shiseido cosmetics and is generally sold in drugstores at a price range of about $2.50 to $25, so affordability is one reason for its popularity. Romantic packaging and point-of-sale displays are designed to stand out among the clutter.
"It has to be something that people say, "Wow, it's so cute!' the minute they see it. It's just like falling in love," he said.
Because it targets younger consumers, Majolica Majorca eschews TV spots and focuses its marketing on magazine ads and the fantasy-based stories on its website and mobile app??whimsically animated tales around new products and tips on how to use them. A recent story, for example, was titled "Sugary Trap" and featured "Puff de Cheek" blush. |
