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Shiseido CEO Says Japanese Brands Need To Appeal To Consumers' Emotions

November 11, 2015: 12:00 AM EST
Japanese brands must appeal more to customers’ emotions, according to Shiseido president and CEO Masahiko Uotani. Speaking at the Nikkei Global Management Forum in Tokyo, Uotani said Japanese brands have strong “intrinsic” values, such as technology, functionality, and service; however, they often fail to put equal emphasis on “extrinsic” values, such as emotional fulfillment. Formerly head of Coca-Cola Japan, Uotani is introducing various changes to Shisedio, including establishing regional headquarters in Europe and the United States. Also, Shiseido is investing significantly in research and development.
Tomomi Kikuchi, "Japanese brands need more 'emotional appeal': Shiseido CEO", Nikkei, November 11, 2015, © Nikkei Inc.
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