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The Next Chapter: Unlocking the U.S. Market

Acquisition & Retention for Clé de Peau

Acquisition & Retention for Clé de Peau

Role.

Creative Strategist

Contributions.

Creative Direction, Strategic Planning, User Research & Interviews, Market Research

YEAR.

2019

This is a collaborative project working closely with Shiseido’s SVP of Marketing & Sales and Clé de Peau Beauté’s marketing team to address customer acquisition and retention challenges in the U.S. market.

This is a collaborative project working closely with Shiseido’s SVP of Marketing & Sales and Clé de Peau Beauté’s marketing team to address customer acquisition and retention challenges in the U.S. market.

About Clé de Peau Beauté

Clé de Peau Beauté is a luxury skincare and cosmetics brand under the Shiseido Group, renowned for its cutting edge science, radiant skin philosophy, and refined craftsmanship. Positioned at the top tier of prestige beauty, CPB combines Japanese innovation with French sensibility to deliver transformative results for its customers.

Clé de Peau Beauté is a luxury skincare and cosmetics brand under the Shiseido Group, renowned for its cutting edge science, radiant skin philosophy, and refined craftsmanship. Positioned at the top tier of prestige beauty, CPB combines Japanese innovation with French sensibility to deliver transformative results for its customers.

The Challenge in the U.S. Market

As a Japanese luxury skincare brand, Clé de Peau Beauté has achieved strong market dominance in Asia but faces barriers to expansion in the U.S. Despite its scientific credibility and prestige identity, CPB struggles with limited brand awareness among American consumers and intense competition from heritage and indie brands alike. In an oversaturated market where beauty buyers demand personalized experiences and transparent value, CPB’s biggest challenge is not only acquiring new customers but also building loyalty through culturally resonant storytelling tailored to U.S. expectations.

As a Japanese luxury skincare brand, Clé de Peau Beauté has achieved strong market dominance in Asia but faces barriers to expansion in the U.S. Despite its scientific credibility and prestige identity, CPB struggles with limited brand awareness among American consumers and intense competition from heritage and indie brands alike. In an oversaturated market where beauty buyers demand personalized experiences and transparent value, CPB’s biggest challenge is not only acquiring new customers but also building loyalty through culturally resonant storytelling tailored to U.S. expectations.

Strategy & Creative Direction Overview

Checkout WWD article for more details behind this project: Design and Business School Students Work Alongside Cartier, Chanel, Dior and Shiseido in a Master Class

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