Driving success for Japan’s top skincare brand, TAKAMI

TAKAMI, an award-winning Japanese skincare brand within the L’Oréal Luxe portfolio, has been a pioneer in innovative and effective skincare solutions since 1999. Educating women about appropriate skincare methods is the cornerstone of their mission. The brand has cultivated a close relationship with its customers with the ambition of becoming a lifelong beauty coach.

To build on their long-standing success, TAKAMI recognized the need to proactively ensure their product subscription model remained appealing, relevant, and poised for continued growth in an increasingly competitive market. Understanding the evolving preferences of their loyal customer base was crucial.

TAKAMI partnered with SKIM to answer a critical question: How could TAKAMI evolve their subscription model to achieve sustainable growth in a competitive market, without compromising their core values?

“We were incredibly impressed with SKIM’s dedication and the actionable results they delivered. Their recommendations have given us the confidence to make strategic decisions that will drive our future growth.”

Minori Amaya | General Manager | TAKAMI

The approach: Uncovering insights and igniting innovation

SKIM collaborated closely with TAKAMI to develop a customized strategy that addressed the brand’s unique needs and ambitions for their subscription model. Input for the strategy included stakeholder discussions, collaborative ideation, and advanced analytics.

Step 1: Understanding internal needs

SKIM conducted in-depth interviews with key stakeholders from TAKAMI and the groups of management outside of the brand. These interviews served several crucial purposes:

• Gain clarity: The interviews helped SKIM gain a deeper understanding of TAKAMI’s specific business challenges and objectives for their subscription model
• Uncover past approaches: By exploring previously implemented strategies, SKIM could identify both successes and areas for improvement
• Align perspectives: The interviews helped to understand local and corporate perspectives, ensuring everyone was aligned on the project’s goals
• Generate potential solutions: Stakeholders provided valuable input on potential solutions, sparking initial ideas for optimizing the subscription model
• Set clear expectations: The interviews allowed SKIM to capture stakeholder expectations for the research and ensure alignment on desired outcomes

“SKIM’s skill in interviewing stakeholders was exceptional. They were able to draw out valuable insights that helped us align internally and gain a deeper understanding of our market.”

Marie Kitazono | Strategy Manager | TAKAMI

Step 2: Fostering collaborative innovation

Informed by the information gathered in the stakeholder interviews, SKIM facilitated a workshop to bring stakeholders together and generate innovative ideas for enhancing the subscription model.

This collaborative session explored 18 potential levers, including delivery options, curated product bundles, and more sustainable choices.

Step 3: Analyzing consumer preferences

To test the viability of the ideas generated in the workshop, SKIM conducted a conjoint analysis to quantitatively assess consumer preferences related to various subscription attributes, such as delivery frequency, loyalty programs and product bundles. This provided crucial information for understanding market demand.

The power of prediction: Optimizing subscriptions with a simulator

To translate insights into actionable strategies, SKIM developed a customized simulator tool for TAKAMI. This interactive tool leveraged the data from the conjoint analysis, allowing TAKAMI to model the potential impact of various subscription offerings on key metrics like subscriber acquisition, retention, and revenue.

TAKAMI can use the simulator to explore various scenarios and, with SKIM’s expert guidance, assess risks and make strategic decisions that optimize their subscription model for both customer satisfaction and business growth.

The outcome: A compelling subscription service

By focusing on what their consumers value the most, TAKAMI is equipped to increase customer satisfaction, acquisition and retention through a truly compelling subscription experience.

Key takeaways to unlock subscription growth

This client success story highlights several powerful approaches for brands looking to optimize their operating model and drive sustainable growth:

• Effective collaboration is essential: Aligning internal stakeholders around a shared vision unlocks innovation and fuels effective decision-making.
• Reliable insights drive success: Combining qualitative insights with quantitative data empowers brands to understand customer needs and predict the impact of strategic choices.
• Predictive tools empower action: Simulators enable brands to confidently explore different scenarios and optimize their subscription offerings for maximum impact.
• Strategic partnerships accelerate growth: Expert guidance can help companies navigate complexity, uncover hidden opportunities, and achieve ambitious goals.

Ready to fuel your brand’s growth? Schedule a consultation with a SKIM expert today.