The Next Chapter: Unlocking the U.S. Market
Acquisition & Retention for Clé de Peau
Acquisition & Retention for Clé de Peau
Role.
Brand Strategist
Contributions.
Strategy Plan, 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.
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 & Design 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