ABSTRACT

The pleasure one feels for beauty is inexhaustible, in contrast to other pleasures. From a marketing perspective, the concept of beauty experience materializes when customers look for and explore products, when they buy and receive services, or when they consume them. From an aesthetic perspective, beauty can be differentiated into three aspects: integrity, proportion, and claritas. Those who perceive them receive a vital gift. However, when a product is associated with the concept of beauty, it is also given a vital gift. Beauty is, therefore, a solid contract between the beautiful and the perceiver. The intentional beauty of Shiseido is inspired by the expected responses of clients, and it feeds from a very suggestive value proposition, according to the ideal of Japanese beauty, based on the harmony between body and spirit. Beauty awakens feelings of tenderness and esteem that can elevate or transport the spirit to the sweet dream of ecstasy.