Best Global Green Brands 2014

social media

Shiseido Brings Japanese Culture to Global Consumers

Posted by Sheila Shayon on November 25, 2013 12:41 PM

Japanese brand Shiseido, the oldest cosmetics and skincare company in the world, has launched a Facebook campaign that digitizes the centuries-old Japanese tradition of wishing wall prayers.

Shiseido’s #ShareTheEma app brings the ancient tradition of donating horses to temples in exchange for wishes into the modern era. Fans can pick one of eight "emas" that focus on positive virtues such as compassion, kindness or strength, to share on a friend or loved one’s Facebook wall. Fans that engage with the emas will be entered to win Shiseido products—increasing their entries with every ema shared. 

The initiative is just the latest from the global brand that introduces a bit of local culture to customers.Continue reading...

cause marketing

Personal Care Brands Get Ready for European Ban on Animal Testing

Posted by Sheila Shayon on March 6, 2013 12:26 PM

In just one week, the EU’s sweeping ban on animal testing for cosmetics and personal care products goes into effect.

"All personal care products, from high-end to drugstore brands, will be subject to the rules," and "final products cannot be tested on animals and nor can any of a given products’ ingredients."

The European ban starting March 11th is a hard-won victory impacting companies and brands worldwide, and follows two decades of campaigning by organizations such as PETA, public protests, phone calls, and more than 20,000 e-mails.

“It’s enormously important because it started out as an ethical stand—animals should not die for shampoo—and brought about a whole new era of non-animal science,” Kathy Guillermo, SVP Laboratory Investigations at PETA, told brandchannel. “This ban shows that once an animal test is rejected, scientists can and will come up with a new and better way. We need to put the same limitations on household chemicals, pharmaceuticals and medical devices.”Continue reading...

brand news

In the News: GE, Walmart, eBay and more

Posted by Dale Buss on April 20, 2011 09:00 AM

In the News

AES to buy DPL in utility-industry consolidation.

AT&T’s first quarter is lifted by wireless growth, even after Verizon gets iPhone.

Aston Martin to sell $4.5-million car in India.

Bank of America to spin off buyout arm.

Burberry gains in China expansion.

Catalina Marketing joins the online boom in discout offers.

Deutsche Bank internal emails reveal extent of bankrolling toxic mortgages.

eBay acquires location-based ad startup WHERE.Continue reading...

brand news

In the News: ESPN Defends LeBronathon

Posted by Shirley Brady on July 8, 2010 09:00 AM

ESPN defends tonight's live hour-long special with LeBron James' NBA franchise decision against infomercial charges as rumors fly. The special's commercial revenue (which LeBron's team is handling) is going to the NBA star's favorite kids' charity, as outlined in the video above.

Domino's extends transparency campaign and seeks truth in advertising in its photo/video shoots, with a related user-generated photo contest. Chipotle also aims for truth in advertising as founder signs on for NBC restaurant reality series.

Barneys tests 3D ads and Saks gets funny as US retailers try to woo shoppers.Continue reading...

lap of luxury

Shiseido's Burgeoning "Masstige"

Posted by Laura Fitch on June 2, 2010 11:00 AM

Japanese cosmetics company Shiseido is looking to reinvent its image from one of a high-end luxury brand to one of affordable quality.

Noting that the emerging middle class in China heralds a new beginning for developing countries throughout Asia, namely the beginning of a massive middle class, Shiseido is looking for ways to tap into this market while retaining it’s reputation for quality and prestige.

Dubbed “masstige,”  an amalgamation of “mass prestige” the company intends to broaden its product line, and snap up foreign companies that fit in with its new line of marketing, such as US brand Bare Escentuals, which Shiseido purchased for US$1.7 billion.Continue reading...

brand news

Headline Roundup: New Media Edition

Posted by Sara Zucker on March 17, 2010 06:15 AM

Wendy's encourages parties for the NCAA tournament with its new media campaign. [Adweek]

Twitter is working on a Chinese version of its status update-based website. [WSJ]

Louis Vuitton CEO Yves Carcelle thinks that social-networking can bolster a brand. [WWD]

Beauty brand Shiseido is using digital mirrors to help consumers choose cosmetics. [Springwise]

Kotex recent television ads are changing the way tampon are promoted. [NY Times]

Rapper Akon has created a perfume line that hints at his prison past. [Honey]Continue reading...

brand partners

Shiseido Purchases Bare Escentuals To Expand International Exposure

Posted by Sara Zucker on January 18, 2010 11:39 AM

With cosmetics companies extolling the benefits of mineral makeup, it makes sense that Shiseido would purchase Bare Escentuals. In an attempt to revamp its global presence and enter emerging markets, the larger Japanese brand will spend $1.7 billion to buy the line that has championed the mineral movement. That should buy a lot of powder.

"Bare had good opportunities for growth internationally, but the size that they are, they needed greater resources. Shiseido provided them so many greater resources... into Europe and into Asia," said Jason Gere, an analyst at RBC Capital Markets.Continue reading...

brand news

Headline Roundup: Ring-A-Ling

Posted by Sara Zucker on January 15, 2010 08:37 AM

Text messages aid in Haitian philanthropy efforts. [WSJ]

Gotham hired to take over 1-800-OK-CABLE creative duties. [Brandweek]

FocusDriven created to prevent texting while driving. [Consumerist]

Japanese cosmetic brand Shiseido to buy Bare Escentuals. [NY Times]

New Oscar Mayer campaign isn't just about hot dogs. [NY Times]

Layoffs hit the music industry: 50 fired at Universal Music Group. [LA Times]Continue reading...

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