International Marketing

The Cosmetics Industry

Estee Lauder vs. Shiseido Cosmetics

E. Wang
July 8, 2005
BSAD 491

Introduction The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products. The cosmetics industry is so large because of several factors. The media is a huge contributor to the intense pressure to look a certain way. The idea that "sex sells" is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world. People first notice what race someone is, how beautiful or ugly they are and what clothes they are wearing. Beauty is skin deep; however, first impressions are usually what others use to base their
Shiseido is such a company with products that care of delicate skin. . Shiseido offers a wide selection of skin treatment products as described above. They produce many different skin care product lines which are targeted towards different age groups and specific beauty concerns. Shiseido's "Benefiance" skin care line addresses the aging woman's struggle to stay looking young and free of wrinkles. The products in this line have prices ranging from US$35 to $75. The "Optimal Balance" skin care plan calls for a daytime/nighttime moisturizing protectant against the sun's harmful rays, which cause skin cancer and premature wrinkles. It can be used in conjunction with other Shiseido skin care products, and costs between US$28- $45. A new skin care line appropriately called, "The Skin Care," attempts to draw people in with the slogan, "new strength from deep within" (Shiseido.com 2005). Estee Lauder also has a skin care line which was developed for the correction and reduction of fine lines and wrinkles. Their ground-breaking Anti-Wrinkle Retinol Treatment cream costs $80 for 1.7 ounces. Retinol is renowned for helping correct the look of deep lines and dark spots. The product is aimed to reduce laugh lines, crow's feet and lines around the mouth. Shiseido has a product which is targeted directly towards its domestic