Majolica Majorca is a cosmetics brand designed by Shiseido Japan to appeal to young customers. It has attracted them thanks to its affordable prices (between $2.5 and $25) and, especially, to its charm.
Packaging, point-of-sale displays, its webpage and mobile application are all designed to win the heart of its customers (mainly young women); “It’s just like falling in love” said Hidetaka Shimizu, one of its marketing executives.
Not only do they sell cosmetics, but also create a fantasy land where women can believe they can be pretty, adorable… princesses.
Its collaboration with other brands is very remarkable. Here we have some examples:
- Häagen-Dazs: creation of Häagen-Dazs Dolce; a chocolate fudge ice-cream with chocolate sauce inside. They linked both companies’ products using adjectives such as “melty” and “sweet” and created a collaborative website and a “melty” newsletter (40,000 subscribers).
- Park HotelTokyo: they created a room where you could try several of its products in an exuberant and delicate environment.