Brand renewal for the ZACCA business and development of new categories and markets
First written in FY2019. 1 of 2 entries say "Reframed", first in FY2020. Latest entry: FY2020.
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- FY2020ReframedAnnual report
「We changed the brand of staple cosmetic accessories to “SHOBIDO,” the Company's name, to increase awareness. We also reviewed our business domain and changed the name of the business division from the ZACCA Business Division to the Personal Care Business Division effective 1 October 2020, while shifting product classification from a system based on existing product categories to one based on function and purpose.」
The plan became more concrete: the brand of staple cosmetic accessories would be changed to the Company's name, SHOBIDO; the ZACCA business would be renamed the Personal Care business; and product classification would be changed to a function- and purpose-based system. - FY2019First statedAnnual report
「We believe that consumer awareness of these products is gradually increasing following their market introduction. To further raise awareness in this market, we will renew the brands of staple product groups among our cosmetic accessories and seek to increase awareness further. We will also take on new categories without being constrained by existing product categories. As we are already creating a new market with cosmetics for children, we will intensify efforts to expand this market, including developing new sales channels, and will also take on new fields.」
For the first time, the Company individually stated the challenges of renewing the brands of staple cosmetic accessories, expanding beyond existing categories, expanding the children's cosmetics market, and developing new sales channels in the ZACCA business.