Competitiveness through low prices, brand recognition and high-speed hair removal
First written in FY2017-Q1. 5 of 9 entries say "Advanced", first in FY2018-Q2. Latest entry: FY2020.
No other company in this theme has enough history to compare yet.
- FY2020AdvancedAnnual report
「Although segment profit tended to decline in the second half as revenue fell, it ended the full year higher than in the previous fiscal year, owing to improved advertising efficiency from unifying the beauty hair-removal brands.」
The company stated that improved advertising efficiency through the unification of the beauty hair-removal brands led to higher full-year segment profit, indicating that its previous advertising and branding measures had progressed into profit improvement. - FY2019AdvancedAnnual report
「Merchandise sales increased quarter after quarter through the sale of the company's own-brand cosmetics alongside beauty hair-removal courses and the introduction of subscription plans, reaching 174.8% of the previous year's level for the full year.」
Through the sale of cosmetics alongside beauty hair-removal courses and the introduction of subscription plans, ミュゼプラチナム's merchandise sales reached 174.8% of the previous year's level for the full year. - FY2019-Q1AdvancedAnnual report
「At the コロリー brand, the company made active advertising investments to continue acquiring new customers and introduced a membership programme with benefits such as discounts on cosmetics as a new initiative. Contract acquisition remained strong at 1,172% of the level in the same period of the previous year, while treatment revenue was 288% of the year-earlier level.」
For コロリー, the company introduced a membership programme with benefits in addition to advertising investment and reported specific progress in contract acquisition and treatment revenue compared with the same period of the previous year. - FY2018-Q3AdvancedAnnual report
「Contract acquisition also remained strong at 134% of the level in the same period of the previous year, following the introduction and price revision of a weekend-benefit course launched in April 2017.」
The company stated that contract acquisition reached 134% of the level in the same period of the previous year following the introduction of the weekend-benefit course and price revisions. - FY2018-Q2AdvancedAnnual report
「From July, the company appointed Miranda Kerr as its new commercial character and implemented a branding strategy to increase recognition of たかの友梨ビューティクリニック among a broad range of age groups,」
In addition to the previous explanation of brand recognition and service competitiveness, the company implemented a branding strategy featuring a celebrity in television commercials and targeting a broad range of age groups. - FY2018-Q1ReframedAnnual report
「As measures to improve future earnings, the company revised prices and introduced membership plans with benefits under the ミュゼプラチナム brand, while implementing reciprocal customer-referral initiatives with たかの友梨ビューティクリニック to strengthen competitiveness through a diverse range of services for customers across a broad range of generations.」
The description of competitiveness has shifted from an emphasis including low prices to a set of specific measures involving price revisions, membership plans with benefits and a diverse range of services. - FY2017-Q3RestatedAnnual report
「At ミュゼプラチナム, a women-only beauty hair-removal salon operated by 株式会社ミュゼプラチナム, which has consistently provided high levels of technical expertise and customer service since its launch, the company achieved No. 1 in number of locations and sales in the specialist beauty hair-removal salon market for 5 consecutive years and No. 1 in customer satisfaction for 3 consecutive years, as of July 2016, according to a survey by 株式会社東京商工リサーチ,」
The company has reiterated the same information as before regarding high technical expertise and customer service, as well as external ratings for number of locations, sales and customer satisfaction. - FY2017-Q2ReframedAnnual report
「At ミュゼプラチナム, a women-only beauty hair-removal salon operated by 株式会社ミュゼプラチナム, which has consistently provided high levels of technical expertise and customer service since its launch, the company achieved No. 1 in number of locations and sales in the specialist beauty hair-removal salon market for 5 consecutive years and No. 1 in customer satisfaction for 3 consecutive years, as of July 2016, according to a survey by 株式会社東京商工リサーチ,」
The explanation of the beauty business's competitiveness has expanded beyond its previous focus on low prices, brand recognition and high-speed hair removal to include high technical expertise, customer service and external survey-based ratings. - FY2017-Q1First statedAnnual report
「The Group further contributed to the expansion of its results by leveraging low prices and the overwhelming recognition of the brand in the beauty hair-removal field, while ミュゼエクスプレス, using the company's proprietary high-speed hair-removal machines, improved treatment efficiency.」
The company describes low pricing, brand recognition and its proprietary high-speed hair-removal machines as sources of competitiveness and improved efficiency in the beauty business.