Shiseido Group - among the longest-running companies in the luxury cosmetics market - has launched the brief to Marketing & Communication for Fragrances & Cosmetics Master's Students: to attract new consumers by communicating and conquering a new segment, Gen Z. 

Students will have to research and design communication strategies, which will combine innovation and creativity with an unconventional approach, effective in bridging the gap between consumers; figure out how to carry out a re-positioning of the brand in the European market, so as to increase demand and awareness, starting with the brand's heritage in Asian markets. 

The main focus of the study will be the French market, where recently the dynamics of the industry have undergone significant changes, shifting the search and subsequent selection of traditional skincare brands to a search for modern and affable brands, so-called “social brands.”

It will be an opportunity to put into practice the skills acquired during their academic journey, devising an innovative strategy from a critical analysis of Shiseido's different positioning among countries, taking into account the latest trends in digital communication, omnichannel and experiential marketing in order to engage and engage their target audience: their own generation.

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Un post condiviso da Istituto Marangoni MI Fashion (@istitutomarangoni_milano)