HOYU 3210 OUIOUI

TitleHOYU 3210 OUIOUI
ClientHOYU CO.
Product / Service3210 OUIOUI
CategoryB03. Non-Food
EntrantAPIS LABORATORY, JAPAN
Entrant Company APIS LABORATORY, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN
Advertising Agency 2 APIS LABORATORY, JAPAN

Brief Explanation

“Awaken basic instincts” was the concept we sought to convey through the packaging. Beyond creating a new look, total styling freedom not only rejuvenates the hair but also awakens slumbering instincts.

The Brief

3210 ouioui is a styling product line targeting fashion-sensitive young people in their teens and 20s. Each of the six styling products provides a specific holding power and finish. Sold primarily through salons, the objective was to create products that would trigger conversations and create an opportunity for purchases.

How the final design was conceived

Featuring six animal characters created by illustrator Yuko Kondo, the six items are styled to personify the “basic instincts.” Assigning personalities, professions and relationships to each character, we developed a character-based campaign synchronizing both character and product characteristics.

Indication of how successful the outcome was in the market

133% of the target was achieved three months after the start of sales. 100% of the target was achieved half year after the start of sales. These packages were easy to understand the product characteristic , so these were helpful for hair designer to communicate with customers.

Credits

Name Company Position
Junki Arai Asatsu-Dk Inc. Account Executive
Shigeru Matsuda Asatsu-Dk Inc. Senior Account Executive
Nobuyuki Tanaka Asatsu-Dk Inc. Account Team Leader
Ken Matsuda Asatsu-Dk Inc. Copywriter
Kumi Imai Apis Laboratory Inc. Art Director/Designer
Go Nakano Asatsu-Dk Inc. Art Director
Hanae Yamamuro Asatsu-Dk Inc. Art Director
Jiro Kanahara Asatsu-Dk Inc. Creative Director