Overview• Za (pronounced “zee-ei”) is a part of Shiseido. The brand

was first introduced in Asia in 1997

• Offers full range of skin care and make-ups

• Launched in 14 countries in Asia; e.g. Thailand, Japan, China, Taiwan, Singapore and India including New Zealand

• Present in Thai market since 2008

• Established labs in Bangkok, Beijing, and Tokyo to develop products that match Asian skin

• Launched men collection in 2013

• Distributed in Thailand at Watsons, Robinson and some branches of Seven-Eleven

Brand concept

• ZA comes from “A-Z” as the brand offers all kinds of facial products

• The brand position is “Masstige” (Mass and prestige)

• Focuses on Asian skin and lifestyle

• Look best in your own style

• Skin care: simple steps, high and fast efficiency

• Make-up: technique free and visible transformation

• Price range: approx. between 160 – 600 Baht

Target group

• Next Asian generation

• People who love natural tone but searching for items to enhance the look of eyes and lips

• Like to try new products

• Have middle income, in a lower-end market

• Students who are in their final year in college and office workers

• From 18 – mid twenties

Selling points

• Modern packaging

• Good quality, reasonable price

• Can respond to skin problems that women usually encounter:• Whitening

• Anti-aging

• Dry skin/hydrating

• Blemishes

• Oily

Products

Facial cleansers for men, launched in 2013 ZA skin care for women

ZA make-up

Brands under Shiseido which focuses on the similar market

Marketing & PR Tools

• ZA’s brand presenters are models and actresses from all over Asia; e.g. Emma Pei from Taiwan, Jun Hazakawa from Japan, and Davika Hoorne from Thailand

Brand Presenters

• Rhydian Vaughan from Taiwan. The first presenter for ZA Men

Using KOLs and celebrities

• ZA uses KOLs from many countries all over Asia such as Moo Piyasombatkul, eyewear designer from Thailand and Tracy Wang, fashion blogger from China

• In Thailand, ZA works with many celebrities by having them as guest speakers and emcees at their event. Some of the celebs are Mario Maurer, Opal Panisara, and Tony Rak Kean

Below the line

• News products launch event• Flash mob• Stage activities: mini concert, beauty tips• Invite celebs to be emcees or key speakers

Below the line

• Activities on social media• Consumers engagement on social media

Below the line

• Beauty bloggers• Products review

• Guest speakers at launch event

• Beauty workshop

Above the line

• Sales promotion• Co-promotion with Watsons and department

stores• Pop up booth• Released limited edition products• Sample giveaway• Offers discount• Offer premium gift when purchase products

Above the line

• TVC, seen on TV and BTS: https://www.youtube.com/watch?v=wJQ3mqQc7Sk

Above the line

• Advertising • Magazines

• Social media

• Brochures

Awards from magazines

• Sud Subda Beauty vote: Best mascara

• Nylon beauty Hit List 2014: Best eyebrow pencil

• Her World Beauty Award 2014: Best mascara and BB cream

Thank you!