Shiseido "NAVISION Brand Restaging Strategy Presentation" New muse: Rie Miyazawa
Shiseido held a presentation on January 31st at The Prince Park Tower Tokyo in Minato Ward to announce enhanced marketing for its skincare brand "NAVISION."
NAVISION was born in 2005 from the company's cosmetic dermatology research and has been sold primarily through medical institutions, focusing on cosmetic dermatology clinics. However, since November 2018, products like the "NAVISION HA Fil Patch" have been available on the company's website, "Watashi Plus."
The Fill Patch is a sheet-type serum featuring microneedle technology, where hyaluronic acid is solidified into needle-like structures. It delivers moisture deep into the stratum corneum, promoting plump firmness and elasticity around the eyes.
At the outset, Shigekazu Sugiyama, President of Shiseido Japan, cited recent shifts in consumer values within the beauty market, including "accelerating polarization (selective spending)," "sophistication of desires," and "gender-free trends." Regarding the company's direction this year, he stated, "We aim to provide high-level beauty solutions that add color to people's lives."
He added, "While cosmetics remain our mainstay, we will focus on the aesthetic medical market to build it as our second pillar," indicating plans to offer services and products enabling users to easily achieve professional-level beauty results.
Seiko Medical Beauty Clinic Director Seiko Soyama discussed "beauty medical care that accompanies life."
Director Soyama explained that her clinic's patient base spans a wide age range, with numbers increasing by about 20% over the past eight years, particularly among those in their 40s and 50s. She attributed this growth to the evolution of less burdensome treatments, such as using skincare products alongside surgical procedures, which have expanded patient options. She further predicted that more people, regardless of age, will effectively utilize aesthetic medicine in the future.
Akiyoshi Masuda, Brand Manager of the Next-Generation Business Development Department, presented on Navision's brand strategy.
He emphasized that now is the perfect time to expand the existing "Navision" brand. With the concept of next-generation skincare that "changes facial impressions through the skin," he stated the company aims to become a navigator that addresses users' needs using its accumulated beauty expertise. He explained that "Navision DR" will remain exclusively sold through medical institutions, while "Navision" will primarily be sold and expanded through "Watashi Plus."
Additionally, starting February 1st, the brand's first TV commercial will air in the Kanto region. Furthermore, "limited-time stores" will open sequentially at five locations in Tokyo (Omotesando, Ginza, Nihonbashi, Shinjuku, Futakotamagawa). These stores will feature displays and sales of the Navision product lineup, along with touch-and-try opportunities.
Actress Rie Miyazawa, who appears in the TV commercial titled "Declaration: Ready for Tomorrow," made a surprise appearance at the venue. The commercial concept is "the joy of meeting your ideal self through a new beauty experience," depicting "a new dimension of joy" using the motif of "dawn."
Reflecting on her first appearance in a Shiseido commercial at age 11, Miyazawa stated, "I'm truly delighted to have this renewed connection with Shiseido, a company that continues to evolve daily. It's an honor to work with a company trusted by so many people."
Having already tried "Navision HA Fill Patch," Miyazawa shared, "I woke up, removed it, and truly felt the effect. It's amazing that self-care can deliver such results. As an actress, I want to focus on looking inward, so being able to finish my skincare routine by morning is a huge help."
Miyazawa's "get ready for tomorrow" technique involves delicious meals and sleep, adding with a smile, "And with Fil Patch, there's nothing to fear." When asked about her goal for this year focused on "evolution," she answered, "Imagination evolves," explaining, "Precisely because we live in a world overflowing with information, I want to cherish and evolve my imagination." She concluded, "The desire for beauty knows no age. I hope everyone experiences the excitement of Fil Patch and sees more smiles in their lives."
Official Website:
http://navision.shiseido.co.jp/index.htm
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