Considerations in "Sensibility-to-mind type packaging": An Effective Method for Creating New Categories in the Cosmetics Market

Abstract

The cosmetics market in Japan has been said to be mature for a long time. Many new companies enter this market every year and try to succeed. So the top companies' market shares are decr The purpose of this paper is to analyze the usage of the method named "Sensibility-to-mind type packaging" developed by the author. This method contains some rules and techniques for acquiring new demand by creating a new product category and many personal communications. We consider this theme from point of view of the famous marketing theories, the evidence from some cases where the author was involved and a hypothesis about the mechanism causes word of mouth from "Sensibility-to-mind type packaging".