Source: Bloomberg
Summary
Shiseido is changing its US marketing strategy for its beauty brands. Too Faced, Smashbox, and Dr. Jart are no longer being marketed together. Instead, Too Faced and Smashbox are being offered together, while Dr. Jart is being sold separately. This change is part of Shiseido’s efforts to revamp its US marketing strategy.
Our Reading
The trend returns with a new name. Shiseido’s rebranding effort feels like a familiar story. Too Faced and Smashbox are paired up again. Dr. Jart gets its solo moment. The beauty company’s US strategy is getting a refresh, but the players remain the same.
Author: Evan Null
