LACK OF EMOTIONAL EXPERIENCES 
 

Madam

Based on our research, this segment emphasizes a lot on the functional benefits of SK-II because it is something more tangible and easily recognized. Hence there is a need to increase the emotional experiences for them so as to build a long term relationship with them successfully.

 

Using Perfect Pamper, Madam is able to regain confidence in their beauty due to SK-II’s guidance. The psychological impact of beauty from within by helping them identifying their talents is a good way to show that SK-II is a beloved mentor, guiding her students on a journey to discover themselves. This journey involves various reflections and experiences that are personally relevant to the Madam. This can evoke more feelings that relates to them and increase the emotional experiences that SK-II creates for them.

 

Missus & Genetleman

These two segments are currently searching and looking for skincare brands that can satisfy their needs. The aim of increasing emotional experience is to attempt to build behavioural loyalty and convert them to long term users. Through Perfect Pamper, SKIIN blog and discussions, the beauty tips from professionals can target their needs specifically. By associating SK-II with the significant memories and experiences of their lives, SK-II can be seen as a critical factor in affecting the outcome of the experiences. Hence it can help to evoke more emotional responses to the brand through those reminders of those memorable experiences.

 

LOW BRAND RESONANCE

 

Madam

Increased feelings and imagery for this segment can facilitate attachment to the brand itself. When SK-II’s lifestyle tips are adopted and used by them, they will feel an attachment to SK-II by helping them to rediscover themselves. They will also grow to love the brand through the various events and discussions. Furthermore, with the increased interaction and exposure to the brand, the Madam will feel that every product they purchase or receive from SK-II is special. This feeling will be built overtime, increasing the attitudinal attachment of this segment towards SK-II. Active engagement can also be nurtured given more time when the attachment becomes stronger.

 

Missus & Gentleman

Similarly for this group, the association to their memorable experiences is a good way to increase attitudinal attachment towards SK-II. Furthermore, after testing the effectiveness of SK-II, they are convinced about the performance and are more likely to continue using, contributing to high behavioural loyalty.