Jon StojanSummary: Bernard Cendron, owner of BCIL Japon, has helped luxury brands establish a strong presence in Japan since the 1980s, and gives notable insights on understanding this market.
Image credit: Bernard Cendron
The Japanese cosmetics market, renowned for its discerning consumers and high standards, presents a significant opportunity for luxury brands from around the globe. Bernard Cendron, a seasoned expert in the field and the owner of BCIL Japon, has been instrumental in helping Western luxury brands like Christian Dior and Balenciaga establish a strong presence in Japan since the 1980s. His experience and insights provide a roadmap for how brands, including those from Southern Africa, can successfully enter and thrive in this competitive market.
Bernard’s journey into the Japanese market began in the 1980s, leveraging familial ties and a keen interest in Japan’s burgeoning economy. His grandfather’s dealings in silk from Yokohama, which were sold to then-nascent luxury brands like Christian Dior and Pierre Balmain, sowed the seeds of Bernard’s fascination with Japan. He recalls, “I worked at the French Embassy as a press attaché and made acquaintance with all the Japanese journalists.” This further drew him towards Japan. Switching his academic focus from American literature to Japanese, he capitalized on the momentum of Japan’s post-Olympic boom to carve out a niche in luxury brand marketing. He brought iconic French luxury brands to the Japanese market, starting with Parfums Christian Dior.
Over the years, Bernard has developed a comprehensive approach to entering the Japanese market, one that hinges on meticulous planning, strategic partnerships, and deep consumer engagement. He emphasizes that a strong advertising and PR budget is critical. “You cannot arrive with a product, put it on the shelf, and expect it to sell because it’s good,” he warns. Effective market penetration requires a multi-faceted advertising strategy that includes traditional channels like billboards, TV, radio, and cinema, as well as modern avenues such as social media and internet marketing.
Japan offers a stable and affluent market for luxury brands. Bernard encourages Western companies to invest time in understanding the Japanese consumer landscape. He highlights the importance of visiting Japan, meeting with local journalists, and exploring premier shopping centers like Ginza Six, a collaborative venture between LVMH and other major retailers.
Japanese consumers often look to well-known figures for lifestyle inspiration. Bernard advises partnering with high-net-worth individuals and influencers from television, radio, and cinema. For instance, during his tenure at Cartier, he successfully leveraged the popularity of actor Toshiro Mifune to boost brand visibility. “The Japanese need to project themselves onto someone famous. If this person endorses a product, it’s likely to succeed,” he explains.
Moreover, female consumers in Japan have a sophisticated taste for cosmetics and an increasing interest in perfumes. Bernard notes that while the market for perfume took time to develop, it is now flourishing. However, he cautions that success requires a deep understanding of the market, substantial investment in advertising of course, and a commitment to building genuine relationships with consumers. Even the success of brands like Louis Vuitton, with more than 45 boutiques across the country in the leather goods, fine and upmarket jewelry sector, exemplifies the potential for luxury brands in Japan.
Building a strong, personalized connection with consumers is vital. Bernard’s approach includes gathering detailed consumer information – birthdays, family details, preferences – and using it to create meaningful interactions. “Sending flowers or gifts on their birthdays, or recognizing their children’s achievements, helps create a lasting bond,” he notes. Organizing exclusive events, such as beauty salons in deluxe hotels where consumers can learn about new products and receive personal consultations, also fosters loyalty and word-of-mouth promotion.
Understanding the nuances of the Japanese market is also very crucial. Bernard suggests brands immerse themselves in the local culture and consumer behavior. “Invite potential partners to Japan, show them department stores, and shopping centers, and arrange meetings with journalists. Understanding the market firsthand is indispensable,” he suggests.
Bernard’s extensive experience includes notable achievements such as introducing Parfums Christian Dior, Cartier, and reviving Pierre Balmain and developing St Dupont in Japan. After founding BCIL Japon in 2000, he expanded his consulting services, helping numerous brands navigate the complexities of the Japanese market. His recent ventures include promoting French wines and Northern spirits in Japan, demonstrating his versatility and deep understanding of cross-cultural marketing.
Looking ahead, Bernard Cendron remains optimistic about the growth potential of luxury cosmetics in Japan. He points out that Japanese consumers are increasingly open to perfumes, a shift from previous decades when perfumes were less popular. This change reflects broader trends in luxury consumption and the growing appetite for high-quality, international brands.
For brands from Europe and other regions looking to enter the Japanese market, this visionary entrepreneur’s strategies offer a roadmap to success. With a blend of robust advertising, strategic influencer partnerships, personalized consumer engagement, and thorough market research, brands can navigate the complexities of the Japanese market and establish a strong presence.
As Japan continues to embrace luxury goods, the opportunity for brands to make a significant impact is immense. By leveraging Bernard Cendron’s insights and experience, new entrants can position themselves for success in one of the world’s most discerning, lucrative, and highly refined markets.