NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
... products. (Ballantyne). Meanwhile, hair dyes has become popular nowadays. Just as in any kind of dyeing set-up, the time element needs to be properly observed. Take for instance, the ammonia dye solution and the hydrogen peroxide. When these two are mixed together and applied to the hair, certain chemical processes happen.
The ammonia in the mixture now causes the hair to swell. The cuticle scales will also undergo the change of separating a little bit. When this happens, the dye precursors go right through in the cuticle before they have even reacted with the hydrogen peroxide. This is where the importance of the time element comes in. When proper timing is not observed, then the different elements will cause certain reactions not only with each other but worst, with the shaft of ones hair and ones scalp. The colorimeter in this experiment would reveal the fluctuations and variations of the rate of reaction time because of the concentrations of intermediates.
Women take extra time to treat themselves to a good coloring of their hair. The system can be complicated. In this set-up, one sees the varying figures from a stance of increasing reaction time to a sudden decrease as the time goes on. Several factors can be attributed to these reactions. (Ballantyne). Shiseido, the leading cosmetics manufacturer and marketer in Japan, is also one of the biggest cosmetics companies in the world (The Japan Corporate News Network 2005).
It is said to be among the worlds top five cosmetics companies, with operations in 60 countries (Mind Advertising Limited 2005). In Taiwan, it is said to be primarily a make-up, professional and mass hair care, toiletries and skin care company for men and women. Elsewhere, the company also has divisions that deal in, specialty fragrance, pharmaceuticals and fine chemicals. Shiseido pushes upscale brands such as Shiseido and Cle de Peau Beaut, and has a hair restoration brand called Serum Noir (The Japan Corporate News Network 2005). Founded in 1872, it is said to derive 91 percent of its revenues from the Japanese home market as late as 2001 (Bacani and Mutsuko 2001).
Shiseido had 2004 global sales of 624 billion Japanese yen (The Japan Corporate News Network 2005). On the other hand, it is ranked the 100 th top advertiser in the world by Advertising Age, with 2004 ad spending estimated at 257 million US dollars (Mind Advertising Limited 2005). In terms of product strategy, Shiseido is said to focus on product differentiation, joint ventures, and outright acquisition of existing companies and viable brands across Asia (Bacani and Mutsuko 2001). A partial list of brands being marketed by Shiseido include Shiseido UV White, Cle de Peau Beauty, Shiseido Zen, Shiseido Ma Cherie, Shiseido The Makeup, Ipsa, Acura, Decleor, Shiseido The Skincare, Zirh, Lower, AG+, Shiseido Energizing Fragrance, Eudermine, Shiseido Benefiance, Ettusias, Carita, Zoom, Shiseido Pureness, Shiseido Bio-Performance, and Serum Noir (Mind Advertising Limited 2005). Shiseido is said to have launched a skin care line for Taiwanese men in 2004, named Shiseido Men (Compass Group 2004).
The official brand message for Shiseido Men goes thus: Power Your Skin. Powerful science. Practical skincare. Simple and uncomplicated, Shiseido introduces a practical yet scientific skincare program formulated with Damage Defense Complex, an ingredient complex designed to retexturize and quickly restore skin's vitality, helping defend against signs of aging such as dryness and fine lines.
Now your face can look healthier and firmer with the power of Shiseido Men (Shiseido 2005). Analyzing the official brand message, we note that the attributes incorporated into the brand and the derived brand image for Shiseido Men are powerful skin science, practical, simple and uncomplicated, anti-ageing, healthier and firmer skin. The brand is said to have taken off from findings by the Shiseido Research Institute regarding the issues and product prerequisites that are important to men when it comes to choosing skin care products. According to Shiseido, they found that in response to the question What kind of care does a mans face need? , survey results indicate that the three top issues that are important to men are cleansing, hydrating, and oil control, while the two major prerequisites are easy to use and refreshing smell Shiseido Men is said to be the response to these issues and the two prerequisites, and is positioned as the skincare program brand that is targeted at the unique skin properties of men (Compass Group 2004). Specific product features include the so-called patented Damage Defense Complex that is said to fortify the number of matured CE (Cornified Envelope) and actively enhance the self-defense and self-repairing functions of the skin. A mechanism incorporated by Shiseido into this brand, known as the Total CE epidermis strengthening mechanism, is said to be a full skin care theory that breaks off from the traditional passive skin care idea of hydrating when dehydrated and control oil when oily (Compass Group 2004).
The LOreal Group with headquarters in Clichy, France, is said to be the worlds biggest cosmetics manufacturer and marketer, with involvement in the cosmetics categories of skin care, sun care, make-up, perfumes and eaux de toilette, hair care, and hair color. At present, it is said to own over 500 brands and to market over 2, 000 products in all the segments of the beauty business, from hair color to permanents, styling aids, body and skin care, cleansers, and fragrances. It is said to have five research centers worldwide. Two are said to be in France, and one each can be found in the US, Japan, and most recently in China. In terms of ownership, 27. 5 percent is said to be held by the Betttencourt family, 26. 4 percent is held by Nestle, and majority of the remaining shares or 42. 2 percent is held by the public.
It is said to be present in over 130 countries, employs 50, 500 people, and operates 42 manufacturing plants worldwide. Those plants are said to employ a total of 14, 000 people. 2003 consolidated revenues was pegged at 14. 029 billion euros, while net profit was 1. 653 billion euros. 96. 7 percent of all revenues is said to be derived from the companys cosmetics business, with 2. 5 percent derived from its relatively small dermatology business. In terms of revenue breakdown by cosmetics segment, sales from consumer products was 7. 506 billion euros or 54. 8 percent of total sales, 3. 441 billion euros or 25. 1 percent from the luxury products segment, 13. 9 percent or 1. 9 billion euros from professional products, and 0. 749 billion euros or 5. 5 percent from active cosmetics (Wikipedia 2005). In terms of ad spending, Advertising Age estimates put Loreal's ad spending at 1. 25 billion dollars worldwide in 1998, a figure that is said to make it at par with Coca-Cola in terms of ad spend (Martignette). Loreal's brand philosophy is said to be encapsulated in building a small number of mega brands that are rooted in a local cultures sense of beauty but can appeal to different segments of the global market. This philosophy is said to be reflected in brands that cover the broad spectrum of worldwide market segments.
In the US, mass market brands Maybelline and Dark and Lovely are complemented by upscale brands Kiehls, Helena Rubinstein, and Ralph Lauren. In Europe, mass market brands LOreal and Laboratories Garnier is said to be complemented at the top end by the Lancome and Armani brands. In other words, while the product is localized to cater to the needs of each market, the brand image is decidedly cosmopolitan. In the case of Maybelline, to illustrate this, while such products as Maybelline make-ups are suited to local weather and skin types around the world, the model for all markets is the African American named Tomiko.
Tomiko, as representation of the Maybelline brand image, is said to convey the image of a sassy, New York urban chic that 18 year-olds from Shanghai to Berlin. The image conveyed is one of modernity, relaxed, hip, and cosmopolitan. LOreal is said to be able to pick from a wide arsenal of brands to gain traction in different markets with different needs, instead of the contrary philosophy of tailoring the brand image to suit local tastes (Morais 2002). FACIAL MAPS Here are some samples of young people who sport different kinds of makeup depending on the kind of look they want to project.
This girl has minimum makeup that enhanced her face and eyes which are her main assets.
This girl uses a foundation as a base for her makeup.
The eyes are definitely the focus of the makeup here. Lips have a shimmering effect too and eye shadow takes a minimalist look.
In order to show off the eyes especially at night, this lady placed a lot of makeup on her eyes. Thus, one does not miss the beauty of the eyes that seem to penetrate ones being. The total effect is a clean and refreshing look for this young girl.
Here, the lips and the eyes are the focus of this makeup that enhances the natural beauty of the girl. In sum, most experts agree that makeup should appear natural, not artificial. She agrees with John Robert Powers, who says that makeup should be called make-down. In other words, it should be a correction of your faults without calling attention to the makeup itself. Once one knows how to correct or camouflage the flaws, as well as find the colors that match ones present coloring, then one should be able to continue the plan indefinitely. WORKS CITED American Institute in Taiwan (n.
d. ). Market Brief: Cosmetics and Toiletries. Available from: web Bacani, Cesar and Mutsuko, Murakani (2001). Make-up King [Online]. Available from web Ballantyne, Joyce. The Pin-up Files.
Article Retrieved Sept. 3, 2007 at: web Boyd, Lydia. Brief History of Beauty and Hygiene Products. Article Retrieved Sept. 3, 2007 at: web Compass Group (2004). Shiseido Men Product Series [Online]. Available from web Dorfman, Marjorie.
Mascara For the Gods: A History of Make-up. Article Retrieved Sept. 3, 2007 at: web Elvgren, Gil. Accessed 2 December 200 r at: web Facial maps. Article Retrieved Sept. 3, 2007 at: web Fifties Glamour With Max Factor. Article Retrieved Sept. 3, 2007 at: web French, Christy Tillers. The History of Makeup.
Article Retrieved Sept. 3, 2007 at: web Hair Dye and Hair Relaxers. web Japan News Corporate Network (2005). Shiseido Company Ltd. JCN Network Company Profile [Online].
Available from web Mind Advertising Limited (2005). Shiseido Japan [Online]. Available from web Morais, Richard (2000). Cosmopolitan Genius [Online]. Available from: web Nordenberg, Tamar. Set Your Sights on the Right Eye Makeup Colors web Rowland, Duncan & Percent, David.
Manipulating Facial Appearance through Shape and Color. Article Retrieved Sept. 3, 2007 at: web Shiseido (2005). Shiseido Men [Online]. Available from: web Still makeover for blue eyes. Article Retrieved Sept. 3, 2007 at: web Wis-Sure, Gabriela. Some Challenges in Modern Hair Colour Foundational web web
Free research essays on topics related to: brand image, skin care, hair color, hydrogen peroxide, mass market
Research essay sample on Hydrogen Peroxide Skin Care
