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Gain More Shoppers for Your Brand 

Every day, we pass by hundreds of products, advertisements, and business logos, on the streets or on the internet, but only a few of them catch our eyes. What is the difference between the brands that capture our attention and those neglected? For a company, how to stand out among millions of brands – and most of all, what is the secret to owning a sustainable brand in this ever-changing world?

On November 30, the AmCham Retail and Cosmetics Committees jointly invited Marcy Kou, CEO of Kantar Worldpanel Asia, to break down the secrets behind a successful brand. On the topic of “Gain More Shoppers for Your Brand,” Kuo pointed out that the key to building an influential brand is the ability to recruit incremental shoppers.

From left to right: AmCham President Andrea Wu; Speaker Marcy Kou, CEO of Kantar Worldpanel Asia; AmCham Retail Committee Co-Chair Mark Chen, General Manager of Abbott Laboratories Services Corp., Taiwan Branch.

Kou presented five tips to expanding the number of shoppers:

  • More moments – Associate your brand with a special moment, and encourage shoppers to share their moments. This is a prevailing approach on the internet.
  • More presence – Recurring presence reinforces brand images on customers’ minds, and thus differentiates your brand from your competitors.
  • More targets – Reach out to new groups of shoppers. For example, vegan flavors help an ice cream brand obtain new customers.
  • More categories – Diversify product lines for various types of consumers, such as kids.
  • New needs – Create or discover new features from existing products. For instance, a company that sells probiotic beverages extended their business into beauty masks made from the same ingredients as the beverage.

Providing new incentives for consumers to make a purchase and further share their user experiences are what enable a brand to stay at the top of the game.

Interested in attending our events? Join us at other upcoming events, click here.

Note: AmCham events are intended primarily for AmCham members and their guests. Many events are open to members’ guests and other non-members, but the attendance of any non-member must be approved in advance. AmCham reserves the right not to admit a non-member to any event without explanation.

Visit of Cosmetics Trade Specialist Tonya Kemp

Since its establishment early this year, AmCham Taipei’s Cosmetics Committee has kept in close touch with the Taiwan Food & Drug Administration as TFDA drafts amendments designed to modernize the Control of Cosmetics Hygiene Act. The Committee and TFDA have been in agreement that regular two-way communication between government and industry is the best way to ensure that relevant laws and regulations are as effective and practical as possible.

In line with that goal, the Cosmetics Committee recently arranged for a U.S. expert in cosmetics industry affairs, Tonya Kemp, to visit Taiwan in late October. Kemp was formerly Senior Director of International Trade Policy at the Washington, DC-based Personal Care Products Council (PCPC), the leading national trade association representing the global cosmetic and personal care products industry. Currently she is Senior Principal Trade Policy Advisor for Amway Corp., while also serving Chairman of PCPC’s Asia Pacific Subcommittee and an Advisor to the International Trade Administration of the U.S. Commerce Department.

From left to right: Susan Chao, Managing Director, MindShare Communications Ltd., Taiwan Branch; AmCham President Andrea Wu; AmCham Cosmetics Committee Co-Chair Abigail Lin, Manager, Global Product Stewardship, Taiwan, Procter & Gamble Taiwan; Pei-Weng Tu, Director, Division of Medical Devices & Cosmetics, Food and Drug Administration, MOHW; Speaker Tonya Kemp, Senior Principal Trade Policy Advisor, Amway Corporation / Chairman of Asia Pacific Subcommittee, Personal Care Products Council, USA; Speaker Kuo-Teng Hung, Section Chief, Division of Medical Devices & Cosmetics, Food and Drug Administration, MOHW; Jen-Ni Yang, Director General, Bureau of Foreign Trade, Ministry of Economic Affairs.

Kemp was one of two presenters at a luncheon meeting of the Cosmetics Committee held at the Mandarin Oriental Hotel on October 27 on the topic of “U.S. and Taiwan Cosmetics Regulation.” Explaining the Taiwan regulatory structure was Kuo-Teng Hung, Section Chief of TFDA’s Division of Medical Devices and Cosmetics, who outlined how it will be transformed under the new law from a pre-market registration system to one of post-market surveillance through notification and the use of Product Information Files (PIF). Kemp’s presentation reviewed the American experience with post-market surveillance and the benefits of industry self-regulation.

During Kemp’s stay in Taipei, the AmCham Cosmetics Committee also arranged for her to pay courtesy calls on the Commercial Section of the American Institute in Taiwan, where she met with Deputy Director Mark Lewis and his staff, and on TFDA Director General Wu Shou-mei and her colleagues. The Director General expressed keen interest in increased contacts with PCPC to help TFDA keep abreast of international best practices.

Interested in attending our events? Join us at other upcoming events, click here.

Note: AmCham events are intended primarily for AmCham members and their guests. Many events are open to members’ guests and other non-members, but the attendance of any non-member must be approved in advance. AmCham reserves the right not to admit a non-member to any event without explanation.