Tom Branna, Editorial Director04.14.21
The COVID-19 pandemic forced consumers around the world to skip the beauty counters in department stores and shop online for skin care, color cosmetics and other personal care products. Now, Kao Corporation launched an official online store in Europe for Sensai, its super prestige brand. While Sensai is already available at various retailer platforms, the official Sensai online store offers customers unparalleled consultation services tailored to their individual needs, according to Kao. The Sensai online platform is available in the UK, Germany, France, Switzerland and Italy. Kao plans to expand into China.
“Sensai creates conditions that encourage customers to appreciate the luxuries available in life, and to live both sensitively and scrupulously. As we move into e-commerce, Sensai customers can enjoy our in-store style of services, with the same emphasis on personal relationships, in a virtual setting," explained Souichi Yamaguchi, VP-Sensai.
Yamaguchi noted visitors receive personalized counselling to help them find the items exactly suited to their needs, exactly when they need them. For example, the new Foundation Finder relies on the user's smart phone camera to recommend the optimal foundation shade.
"Our customer experience management (CXM) approach will move in a direction unique to Sensai, with a strong focus on post-purchase retention methods," added Yamaguchi. "We will also be pursuing consumer-to-consumer activities in China, with plans to enter the e- commerce space in China’s domestic market this autumn.”
Yamaguchi noted visitors receive personalized counselling to help them find the items exactly suited to their needs, exactly when they need them. For example, the new Foundation Finder relies on the user's smart phone camera to recommend the optimal foundation shade.
Personalized Beauty
"Our customer experience management (CXM) approach will move in a direction unique to Sensai, with a strong focus on post-purchase retention methods," added Yamaguchi. "We will also be pursuing consumer-to-consumer activities in China, with plans to enter the e- commerce space in China’s domestic market this autumn.”
With its emphasis on a personal, uniquely Japanese style of beauty counselling, Sensai has been a popular brand on the European market for more than 40 years, according to Kao. The skin care routine and step-by-step techniques to bring out beauty from the skin have been inspired by “Saho,” the spirit embodied in rituals such as the Japanese tea ceremony. Saho combines a sense hospitality with the belief that every human encounter is precious.
Besides selling products, the website will enhance the user experience by providing services unique to Sensai customer data collected from the website will be used to guide the brand’s product development. By strengthening retention functions such as customer reviews and the display of best-selling items, Sensai will be forming stronger bonds with customers and providing higher value, according to Kao.
Besides selling products, the website will enhance the user experience by providing services unique to Sensai customer data collected from the website will be used to guide the brand’s product development. By strengthening retention functions such as customer reviews and the display of best-selling items, Sensai will be forming stronger bonds with customers and providing higher value, according to Kao.
