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16 years ago
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Recently, Shiseido launched a new cosmetic brand - maquillage. It is a Japan-based makeup brand under Shiseido.
Maquillage uses four Japan super stars as its spokesmen. Four girl, four different target group of girls. One of its key slogan is to creat a M girl.
In terms of media, Maquillage uses TV, magazine, internet, which shows the ambition of Shiseido group. Its TV commercial was launched recently with key products of lip and eye shadow. In terms of magazine, its ad format is a little bit special than the traditional ads. 2 examples are Psychology and Ray li- Fashion and Beauty. On Psychology ( a white collar lady targeted magazine), its format is back cover and a special column of 4 M girls. On Ray li, it has a special column that combined its 4M (motive, mix, medium, modelish) girls with current fashion and makeup style.
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