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SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.
Reference 6681
Published 17 Jan 2022
Length 26 page(s)
Topic Marketing
Region Asia
Industry Cosmetics, Luxury Goods and Jewelry
SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.
The case examines the strategic rationale for the acquisition of The Body Shop – from the perspective of the buyer (Natura) and the seller (L’Oréal) – with an emphasis on the study strategic fit, synergies, and integration challenges.
The case examines the strategic rationale for the acquisition of The Body Shop – from the perspective of the buyer (Natura) and the seller (L’Oréal) – with an emphasis on the study strategic fit, synergies, and integration challenges.
In 2013, Victoria Murtazina, Senior Global Brand Director at Unilever, is preparing a team meeting to launch the first truly innovative packaging in the deodorant category for decades - “compressed” technology – as a way to reduce the carbon footprint of aerosol deodorants without undermining product quality or user habits.
In 2013, Victoria Murtazina, Senior Global Brand Director at Unilever, is preparing a team meeting to launch the first truly innovative packaging in the deodorant category for decades - “compressed” technology – as a way to reduce the carbon footprint of aerosol deodorants without undermining product quality or user habits.
The management of 'Parfums Guy Laroche', a unit of L'Oréal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.
The management of 'Parfums Guy Laroche', a unit of L'Oréal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.
The management of 'Parfums Guy Laroche', a unit of L'Oréal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.
The management of 'Parfums Guy Laroche', a unit of L'Oréal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.