Beauty products marketing and branding requires integrated efforts (offline, online, PR, advertising, events, brand ambassadors, channel marketing etc). This is because of two reasons (1) women being major spenders are more emotional than men and are offline shop-holics so even on online media assets (facebook etc) you need event driving posts for product sampling (2) beauty products require continuous brand support as they boost one's life reputation (so are serious buys and not impulsive decisions)...so an integrated 360 degrees effort across different channels is required with disciplined consistency ( I have helped devise ethnic marketing strategy-one aspect-for Coty Inc so I know what it takes). You seem to be an Japanese major with US presence...remember Toyota had to offer Lexus as a separate brand to sell in US markets...you will need to create a new brand for white customers (again ethnic marketing experience with Coty tells me this). I can help you with marketing strategies, online support and also connect you with my contact @ Coty for any marketing advice....all on a monthly retainer with a fortnightly payout ( I have extensive US marketing experience since 2003 and am an Indian so exactly know the problems faced by Asian companies in finicky US market). Please see PM for some monthly retainer online SEO, SEM, SMO work that I have done for online businesses.