1. Overview about Aupres

2. Overview about Aupres
AUPRES,
meaning “beside” or “close to” in French
originated from Japan as a brand of
SHISHEDO, it came to China in 1991 as a joint
venture with Beijing Liyuan Company.

3. Overview about Aupres
AUPRES,
meaning “beside” or “close to” in French
originated from Japan as a brand of
SHISHEDO, it came to China in 1991 as a joint
venture with Beijing Liyuan Company.
Marketing Process of Aupres

4. Overview about Aupres
AUPRES,
meaning “beside” or “close to” in French
originated from Japan as a brand of
SHISHEDO, it came to China in 1991 as a joint
venture with Beijing Liyuan Company.
Marketing Process of Aupres

5. Market Analysis
Cosmetics in
China(1990s)

6. Market Analysis
Cosmetics in
China(1990s)

7. Market Analysis
Cosmetics in
China(1990s)
Low

8. Market Analysis
High
Cosmetics in
China(1990s)
Low

9. Market Analysis
Imported cosmetics in China
High
Cosmetics in
China(1990s)
Low

10. Market Analysis
Imported cosmetics in China
High
Cosmetics in
China(1990s)
Low

11. Market Analysis
Imported cosmetics in China
High
Cosmetics in
China(1990s)
Low

12. Market Analysis
Imported cosmetics in China
High
Middle to high end
Domestic cosmetics
Cosmetics in
China(1990s)
Low

13. Market Analysis
Imported cosmetics in China
High
Middle to high end
Domestic cosmetics
Cosmetics in
China(1990s)
Low

14. Market Analysis
Imported cosmetics in China
High
Middle to high end 1% population
Domestic cosmetics
Cosmetics in
China(1990s)
Low

15. Market Analysis
Imported cosmetics in China
High
Middle to high end 1% population
Domestic cosmetics
Cosmetics in
China(1990s)
Low
Further Segment

16. Further Segment
gender, age, incomes, geography

17. Further Segment
gender, age, incomes, geography

18. Further Segment
gender, age, incomes, geography
Aupres Launched in 1994
JS Launched in 2001
Supreme Aupres Launched in 2006

19. Target

20. Target
Aupres——Young white collars aged 20-30
with higher-than-average salary;

21. Target
Aupres——Young white collars aged 20-30
with higher-than-average salary;
Supreme Aupres——Women who are 30-35
with high income;

22. Target
Aupres——Young white collars aged 20-30
with higher-than-average salary;
Supreme Aupres——Women who are 30-35
with high income;
JS series——Men who are 25+ with the
image of successful figures

23. Positioning
Research what Chinese favors /Chinese Model:

24. Positioning
Research what Chinese favors /Chinese Model:
Be more white
Smooth And Moisturized
Elastic
……

25. Positioning
Research what Chinese favors /Chinese Model:
Be more white
Smooth And Moisturized
Elastic
……

26. Positioning
Research what Chinese favors /Chinese Model:
Be more white
Smooth And Moisturized
Elastic
……
Brand Fame:
Aupres is known for it’s whitening
beauty and freckles-elimination
skin-care products.

27. 3H Projected into 4Ps
High Quality High Image High Service
Soul of Aupres

28. High quality
Product (technique support from SHISEIDO)
Japan（COB） R&D Made for Chinese only

29. High quality
Product (technique support from SHISEIDO)
Japan（COB） R&D Made for Chinese only

30. High quality
Product (technique support from SHISEIDO)
Japan（COB） R&D Made for Chinese only

31. High quality
Product (technique support from SHISEIDO)
Japan（COB） R&D Made for Chinese only

32. High quality
Product (technique support from SHISEIDO)
Japan（COB） R&D Made for Chinese only
Customer

33. High image
Price 100RMB 1% (monthly income≧3000RMB)
counter sales & specialty store chain
Place
online
star spokesman
Promotion
PR news/event

34. Price Go Back
Sales image and price are fixed
nationwide.
No price increases.
100RMB---280RMB for 20 years

35. Place Go Back
Aupres store counters have covered all the
provinces in China. Usually can be seen in the
1st floor of the mall facing the entrance gate.
Specialty Stores are always located in the
downtown area.
E-commerce

36. Place Go Back
Aupres store counters have covered all the
provinces in China. Usually can be seen in the
1st floor of the mall facing the entrance gate.
Specialty Stores are always located in the
downtown area.
E-commerce

37. Place Go Back
Aupres store counters have covered all the
provinces in China. Usually can be seen in the
1st floor of the mall facing the entrance gate.
Specialty Stores are always located in the
downtown area.
E-commerce
Cost Convenience

38. Place Go Back
Aupres store counters have covered all the
provinces in China. Usually can be seen in the
1st floor of the mall facing the entrance gate.
Specialty Stores are always located in the
downtown area.
E-commerce
Cost Convenience

39. Place Go Back
Aupres store counters have covered all the
provinces in China. Usually can be seen in the
1st floor of the mall facing the entrance gate.
Specialty Stores are always located in the
downtown area.
E-commerce
Cost Convenience

40. Go Back
Promotion
Star spokesman
PR news/event

41. high service
“100% Customer Centered”

42. high service
Promotion
“100% Customer Centered”

43. high service
Promotion
“100% Customer Centered”
实现营销战略的核心是会员制的美容中心方
式。"在美容中心，我们对顾客提供免费美容服
务，创造出每一位顾客特有的美。当然，这些美
容中心也是最新化妆品信息提供的中心。"(资生

44. Tangible Service
Intangible Service

45. Tangible Service
Sales Assistant = Beauty consultant
Intangible Service

46. Tangible Service
Sales Assistant = Beauty consultant
Beauty Centers (Beauty DIY)
Intangible Service

47. Tangible Service
Sales Assistant = Beauty consultant
Beauty Centers (Beauty DIY)
Intangible Service
Treatment Tips & Beauty Tips

48. Tangible Service
Sales Assistant = Beauty consultant
Beauty Centers (Beauty DIY)
Intangible Service
Treatment Tips & Beauty Tips
Club Membership (travel, party, lecture......)

49. Tangible Service
Sales Assistant = Beauty consultant
Beauty Centers (Beauty DIY)
Intangible Service
Treatment Tips & Beauty Tips
Club Membership (travel, party, lecture......)

50. Tangible Service
Sales Assistant = Beauty consultant
Beauty Centers (Beauty DIY)
Intangible Service
Treatment Tips & Beauty Tips
Club Membership (travel, party, lecture......)
Communication

51. Not only a marketing process for Aupres
But also a process from 4Ps to 4Cs
Customer! Customer! Customer!