The Campaign

This was the first time that a specific product published a brand book under the guise of a special magazine for sale via regular channels bearing the product name as title.

Results

CLEAR, a major hair care brand sold in more than 47 countries, was launched in Japan in spring of 2014. For the launch, we proposed a conscious migration from the prevailing image of “kawaii” (cuteness) to the new concept of “STRONG is Beautiful”. Our big idea was to harness the power of magazines, which function as beauty textbooks for Japanese women; we came up with the idea of launching CLEAR Magazine, a title that embodied the “STRONG is Beautiful” brand concept. CLEAR Magazine anchored a campaign that integrated transit ads, digital initiatives and live events.

Rather than a brand book with a unilateral message from the manufacturer/brand, the magazine format was filled with content conceived to resonate with Japanese readers including informative articles, original manga panels, and event, film and restaurant information. This enabled us to present our brand concept from various perspectives, triggering even greater interest among potential brand adopters.

The magazine contributed to maximizing the impact of the launch. In order to make this branded magazine as effective as possible, we succeeded in appointing the former chief editor of VOGUE and GQ, a professional editor who introduced many new values to Japan. We achieved awareness at 8,000 convenience stores and 2,000 bookstores where hair care products normally have no exposure. Using CLEAR Magazine as a piece in negotiations with convenience stores, we were able to stock shampoos and conditioners at convenience store outlets.