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​PMBA Shiseido Challenge: something new, something learnt

Published on: 07-May-2018


PMBA participants Jefferson Ong, Grace Nip and Dennis Zhao were the top three winners of the PMBA Shiseido Challenge. Some of their ideas may be implemented in Shiseido’s marketing proposals.

For someone who does not use beauty and skincare products, PMBA participant Dennis Zhao was not confident and showed some hesitation about a project for the B6026 Marketing module at first. Lipsticks, moisturisers, serums, anti-aging treatment creams. These are skincare products he does not buy. He was almost certain he would do badly for this module. 

In spite of this, Dennis took on the challenge and decided to give it a shot.

In fact, he was not the only one lacking confidence. Seventy-five per cent of the class were men and it was also their first time dealing with beauty and skincare products. Yet they were required to propose marketing strategies to capture the hearts, minds and wallets of millennials.

Dennis conducted focus group sessions to understand what the millennials want, what's important to them and how they shop. “I really felt awkward at first.”

He added, “I tried my very best to understand the ABCs of cosmetics and skin care industries by learning the routines, as well as the criteria that help millennial consumers to evaluate, purchase and use the product among different brands.

He worked hard for the project and his effort did not go to waste. He emerged second runner-up in this marketing challenge and received his award at Shiseido Singapore’s office in February this year. 
Grace (second from left) receiving the top prize from Mr Tatsuya Nagai, regional vice president of Shiseido Asia Pacific.

 For Grace Nip, this marketing challenge has shed new light on how to evaluate, communicate and promote a brand to its target audience. 

“I worked on the project by incorporating the knowledge I gained from Assoc Prof Lewis Lim and the experience I have in consumer goods marketing. It’s really a rewarding experience for me,” she said. 

This marketing challenge was a collaboration between NBS and Japanese multinational personal care company Shiseido. 

Regional vice president of Shiseido Asia Pacific, Mr Tatsuya Nagai, was pleased with the recommendations by our PMBA participants. According to him, Shiseido may implement some of these ideas in their marketing proposals.

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