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Briefing for the CHARITY PROJECT 2013

Briefing for the CHARITY PROJECT 2013. WHAT WE ARE. 1 )    The Cause: Shiseido in Japanese means “the house that improves the quality of life” , and with this objective during our 140 years of history, in 2013 we want to support women suffering the effects of cancer in Spain.

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Briefing for the CHARITY PROJECT 2013

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  1. Briefingforthe CHARITY PROJECT 2013

  2. WHAT WE ARE 1)    The Cause: Shiseido in Japanese means “the house that improves the quality of life”, and with this objective during our 140 years of history, in 2013 we want to support women suffering the effects of cancer in Spain. We will create a Charity that will last all year to help women with cancer through Beauty and Makeup events across all the country. Also , in order to aware people of this frequent illness, we will create a big event in Madrid on the World Cancer Day. (4th February) Why this cause? Because as a cosmetic brand, with so many years of history, we owe a lot to women around the world. In Shiseido, we try to improve people life’s with our products, encourage them to be beautiful and healthy through Makeup. Because beauty is a combination of how you feel from inside and from the outside.

  3. WHAT WE ARE 2)    The Charity and its aims • With the Charity we will be able to: • Support woman who are suffering the effects of cancer in any of the phases of the treatment. (Always with their doctor approval). • Support woman who had gotten through cancer. • Help relatives of woman with cancer. • Our Aims: • Make them feel beautiful. • Make them feel that they are the same woman that they werebefore the illness. • Make them feel comfortable with their personal view of themselves at this point. • Make them feel that they can always be beautifulin a different way. • Make them feel supported by people who understand their desire to be beautiful although they are sick. • Make their families understand the situationtheir relatives are going through.

  4. WHAT WE ARE SHISEIDO: “140 years devoted to soul, beauty and science” Shiseido has been 140 years making women more beautiful, taking care of their external and internal beauty. Soul: The Richness of Shiseido is about the fullness of personal experiences, not about what money can buy. We believe that our costumers can feel the true richness through our uncompromising excellence and attention to details, both visible and invisible, in all our products and services. Beauty: True beauty, in the Japanese ideal, is the harmony of spirit and form: an outer reflection of the inner self. Science: At Shiseido, research extends far beyond the Chemistry of cosmetics and the biology of human skin. It incorporates holistic human perception as well as our physical, mental, emotional and spiritual responses to everything around us.

  5. WHAT WE ARE 3)    The Target: The target audience will be women between 35 and 50 years old, medium and medium-high social class, workers and urbanites. They appreciate not just the product, but the history behind them, they are concerned about the composition, care and research of the cosmetics they are using. Also they take into account the tone of communication and the aspirational feelings that Shiseido wants to transmit. This target is absolutely related to our main fringe of consumers according to our data base made during more than 10 years of CRM activity in Spain, where we have more than 80.000 woman clients who have bought Shiseido products at least once.

  6. WHAT WE NEED 5)Establish Charity’s tone of Communication: 4)    Create a Name and Logo for the Charity: • NAME: • Content: • Aligned with corporate values • Aspirational and inspirational • Related to the spirit of the brand • Express Shiseido’s main activity • The language should be English but understandable • Intuitive • Form: • Maximum4 words • It shouldn’t be vulgar • It should not have “Shiseido” on it. • LOGO: • It can’t rival with Shiseido’s logo, in colors nor shape. • They should coexist in same communications. • More typographic in order not to confront one logo with another. • Neutral, simple, Light, discreet… • Emotional, we shouldn’t forget that it is a Charity. It should be coherent with the personality attributes, history and values of Shiseido. The ultimate goal is to have a single corporate speech for the Charity. It should be consistent, recognizable and distinctive, flexible and capable of responding to the different circumstances.

  7. WHAT WE NEED 6)   Deliverables: 7)    Deadlines: We will communicate the Charity in 6 different ways: A press release: previous to the main event of the Charity and after it with the results. A microsite where we communicate all the Charity activity with a form that people can complete and become a “Shiseido volunteer for Beauty” and take part in the beauty events. Also there will be some support in our social media platform: posts in Facebook and in our Loyalty Club for Women’s blog, Club Omotenashi. Brochures with information of the Charity in hospitals, associations… Associate the Charity with a product line: Make Up. We communicate in the point of sale, making sleeversfor the products, that with the purchase of a makeup product you are encouraging the Charity. Adding a claim in our entire communications, for example: “Shiseido with the beauty in the program “Charity Name”. 28th January, one week before the World Cancer Day, we launch our press release of the action we are preparing with volunteers. 4th February EVENT WITH VOLUNTEERS during the World Cancer Day. 5th February Press Release with the results. 1st January for the microsite to be online and all the contents in social media should be prepared for that day too. People will have one month to complete the form and be part of the global action on the World Cancer Day, on February the 4th and to other Beauty Events in 2013. 15th January all the communications should be ready. This should be designed by October 2012 in order to produce and manipulate the make up products. The deadline to insert the claim in all our communications will be the 1st January 2013. It will last all year long.

  8. WHAT WE HAVE 8)   Budget: • For the Communication needs: • 25.000 € to produce all the deliverables. • For the Big Event the 4th February on the World Cancer Day: • 10.000€ in costs of decoration, organization and products. • Our workers will take part in the Event organization. • 5.000€ fort he rest of Beauty Events during 2013. • TOTAL BUDGET: 40.000€ during 2013.

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