Download - Japanese Geisha - Beauty Secrets
Case study analysis Ratan Naval
Tata Sakshi ShekhawatShrey Sood Arpan Ghosh
Ashwin Namburi Ankit Boratkar
Industry Scenario
The Beauty industry exhibited a huge growth with a sales of$330 billion worldwideThe main segments of the market were MASS and
PRESTIGE There was a new segment serving the
needsMASS + PRESTIGE = MASSTIGE
Tsai was exposed to the world of beauty in her childhood
As she worked there alongside her motherShe developed Acute Dermatitis during her
internships She used Aquaphor Healing ointment to soothe her skin,
But this made her skin oily
Ultimately, She used Japanese Blotting paper ‘Aburatorigami’ which soakes oil
Amongst all other countries, Japan made the deepest impression on her as Japan exhibited
Elegance of Simplicity
MISCONCEPTION - THE IMAGE OF “GEISHA”
TO POSITION “ABURATORIGAMI” AS A “LUXURIOUS BRAND”
PROCURING “ABURATORIGAMI” IN LONG RUN.
LACK OF FUNDS
EXTENSIVE SELLING EFFORTS REQUIRED
Aburatorigami was launched in 2009, which costed $12 per packet containing 30 sheetsPR agencies rejected her as they thought Tatcha
didNot have any story
She tailored letters and had replies within a weekShe sent blotting papers to makeup artist who prepared
Models for the New York fashion week
Tsai wanted to create a perfect team as she had a critical
Importance for the right designShe assembled the team of Stanley Hainsworth and
Ryan AipperspachStanley Hainsworth was the global creative director at Starbucks
Ryan Aipperspach was the cofounder and director at
GoodGuide
SUGGESTION
The theme for our solutions would be Retain the businessIt had good media coverageLots of make-up artists were using it with various celebrities
She had acquisitions offers within an year
SUGGESTIONSScope for huge growth in the beauty industry
Growth of the Small firms depended on Distinctive product
Featured in renowned magazines like Oprah magazine and the product used by celebrities
A trend shift from inorganic products to productsWith organic ingredients