Background
Founded in 1929, Rosette Co., Ltd. is the cosmetics company that brought the first cream-type facial cleanser to market, and is one of the leading manufacturers in the facial cleanser category.
Since many of its products are reasonably priced, quite a few people have probably used them at least once, especially “Rosette Facial Cleansing Paste” and “Rosette Gommage.”
The flagship product, “Rosette Facial Cleansing Paste,” with a history of more than 90 years since its launch, has been loved by three generations of families, and helped also by the retro boom, its sales had been growing steadily.
However, once sales had expanded to a certain degree, the company approached us, asking, “To grow the company further, don't we need a new business model?”
What We Did
Since the initial consultation concerned building a new business model, based on interviews and the given requirements we first focused on and examined the gap between the facts and the ideal in the current issues facing both the cosmetics industry as a whole and Rosette internally.
From the issues identified, we determined that it was necessary to organize the company's “philosophy system,” which is the foundation of the company, and to carry out corporate branding to communicate that brand. In particular, in response to the request to raise employee motivation in order to accelerate the company's growth, it was decided to prioritize inner branding that draws out the feelings of employees.
For the project, a project team was formed by gathering members from each of Rosette's departments, including manufacturing, sales, marketing and general affairs.
Our strategist and creative director joined as facilitators to support the team, and through workshop-style sessions using frameworks, the team discussed the corporate identity as each employee envisioned it.
As the final step, three teams were formed from the project team to present corporate slogan proposals to all employees. A “one person, one vote” ballot was held, including the president, and the corporate slogan chosen by the employees was completed.
The Corporate Slogan Chosen
The Philosophy System Derived
After building the corporate brand, with the main aim of instilling the brand among employees, the project members produced branding tools through repeated discussion, including a brand book, a brand movie and a renewal of the corporate website.
Implementation Flow
01. Research & Analysis
◯ Interviews, analysis of the gap between facts and the ideal, identification of issues
◯ Organizing the requirements from various information and issues, and clarifying the purpose of formulating the branding strategy
02. Formulating a New Philosophy System and Corporate Brand
◯ Creating a draft philosophy system by way of the management vision, brand identity, brand vision, brand policy and philosophy system hypotheses
◯ Extracting brand elements, formulating brand guidelines, creating source copy, formulating the brand strategy
03. Philosophy and Brand Penetration Strategy
◯ Formulating a communication strategy to instill the corporate slogan, the new philosophy system and the brand inside and outside the company
04. Formulating the Action Plan
◯ Internal penetration process
VI guidelines, brand book, brand movie
◯ External penetration process
Corporate website renewal, brochures, reflecting the corporate slogan in various tools, etc.
STAFF LIST
-
Business Strategist
Hiroshi Ashida
-
Junior Strategist / Designer
Seiji Harigai
-
Business Strategist
Sayaka Kaizu
