Clé de Peau Beauté rolls out plans to elevate customer experiences amid global expansion

The brand’s initiative to create luxury retail environments that captivate and engage customers aims to set new benchmarks in luxury skin care experiences.

“As a luxury group brand, we recognise that the real-life brand experience of our customers is extremely important, and we are committed to enhancing the brand experience as our top priority, thereby increasing the engagement with our customers by providing a one-of-a-kind experience that exceeds their expectations,” said Mizuki Hashimoto, and I'm the Chief Brand Officer of Clé de Peau Beauté.

During a recent presentation, Hashimoto highlighted the importance of reinforcing the Asian market while furthering its expansion in the western regions.

“We are entering into a phase where we will further strengthen our business fundamentals in Asia, while enhancing our presence in Europe and the United States,” said Hashimoto

Geographically, sales in Japan, China, and Travel Retail, account for 90% of total sales, with the remaining regions accounting for about 10%.

“As you can see, Clé de Peau Beauté is a brand whose main market is Asia, but we believe this means that there is plenty of room for growth in other markets in the future.”

Brand-elevated experiences

Hashimoto elaborated that the brand’s objectives were to enhance the customer experience through innovative retail strategies and elevated customer service.

“We will renew the retail experience, drawing customers into the world of our brand from the moment they enter our counters at the point of sale. Second, by enhancing the hospitality skills of our in-store staff, we will not only offer unique brand services, but we’ll also provide customers with an unparalleled beauty experience with treatment services.

“As a luxury brand, we will create and provide unique experiences based on our core values to build genuine relationships with customers, increase loyalty to the brand, and maximise our customer lifetime value.”

The brand has already begun the work across the globe. For instance, in Japan, it has renewed one of its top counters, Isetan Shinjuku, with a new counter design while refreshing its brand image.

“In addition, we have created numerous opportunities to meet new customers by opening the digital art installation created for skin intelligence global events to the Japanese public to create a buzz around the brand and to entice customers to visit our stores and by holding a pop-up event in Omotesando, Tokyo,” said Hashimoto.

It has undertaken similar efforts in other parts of Asia, such as Malaysia, where it recently unveiled a new store at The Exchange TRX in Kuala Lumpur.

“In APAC, we are enhancing the brand experience by strengthening our presence in freestanding stores in key malls as seen in this latest example in Malaysia,” said Hashimoto.

The brand has also rolled out new brand counters in the US.

“In the US, brand personalisation is difficult in many department stores, but in places where brand personalisation is allowed, such as Bergdorf in New York, the latest brand counters have been introduced to disseminate the brand image.”

She added that the firm was actively developing exclusive in-store events for VIP customers in existing department stores to “drive business and build brand love” in the US.

As for Europe, which is in the early stages of entry for the brand, is working to establish a strong base to grow from.

Hashimoto said: “We are working to establish a solid brand management foundation by building a strong brand presence at flagship stores in each market and conducting operations that prioritise productivity per store to reflect their sales network.”