Nars
Demographics
According to NARS CEO, Louis Desazars, the brand was created “for women to express their own individuality and to have fun” (Nars talks business, 2014). The brand has been using social media, for example Snapchat, for marketing in recent years meaning Nars is also marketing to the under 25 age group (Newberry, 2016).
Corporate structure
Shiseido Americas Corporation
President and Group CEO, Masahiko Uotani
Regional Headquarters
President & CEO of Shiseido Americas Marc Rey
SVP, Corporate Communications: Jadzia Zielinski Tirsch
212-805-2357
jtirsch@sca.shiseido.com
Jennifer J. Bickerton
JJB PR
Leadership
President Barbara Calcagni
Senior Vice President, Global Communications & Digital Strategy Julia Sloan
Executive Director, Digital Communications and Media Christine White
Creative Operations Esther Jung
CIO
Deanna Johnston, CIO at Shiseido
Director, Global PR Megan Marsanico-Byrne
Executive Director, US PR Julia Murphree
Senior PR Manager Caroline Massey
Senior PR Manager, US PR Denise Kreft
Industry share
¥777.7M ($7.2M) (Shiseido 2015 Annual Report, 2015)
Ranked 11 out of 25 by WWD based on sales, marketing, and brand equity
Strengths
Cheeky names (Orgasm, Deep Throat)
Orgasm blush is cult classic and favorite of magazines
Makeup artists, and models
Well-know brand in the US
Sleek packaging
Weaknesses
Expensive
NARSskin not well known and not a good seller
Growth
Improve and promote NARSskin line
Step-up social media
More vlogger collaborations
Expand to European market
Trends
Bright, shimmery color
Specializations
Color & shimmer
Product names
Blush
Lip pencils