Creative Execution

Our strategy was to present an ideal female image and understand deeply through the digital content. If we do so, we believed that our target will buy our product inevitably to be an ideal women. Thus, we made the digital content which deliver the message “I’m braver than you think. Watch me shine.” by just playing the game. In addition, we added the great intensive to motivate the target to challenge it several times.

We presented a female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. The web movie reached over 1,000,000 views, The brand’s image improved 8.8 ％ The shares increased 145％and gain the top spot in shampoo sales!!

In Japan, women have not been in the workforce for a long time. There are traditional message that marriage is the ideal for women.From this cultural background, there are many Japanese women who find it difficult to openly express their thoughts or feelings. At the same time, there has been a tendency for Japanese women to stick to routine and be reluctant to make changes. In the category of hair care, as well, damage-care products that appeal to a conservative audience have dominated the market until now. Deep down, however, our target women want to stand out and express themselves more. To guide our target women to their new life of values, we presented a brand new female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self.