Results and Effectiveness

CLEAR sold over 10 million bottles in its first 4 months, 35% of target demographic June Sales of CLEAR shampoo, 2 months from the launch, were NO.1 in the shampoo category.* According to Nikkei retail data collection Reached 154% of targeted sales (KPI) within only a month from the launch.

Creative Execution

We achieved awareness at 8,000 convenience stores and 2,000 bookstores where hair care products 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.

Insights, Strategy and the Idea

Utilize the business opportunity of the successful launch of CLEAR by introducing not only the product but also a revolutionary new beauty perception to Japanese target women, maximizing on the fact that they are beginning to doubt Japanese stereotypes such as “kawaii is beautiful” or “strong is not beautiful” Our BIG IDEA the launch of CLEAR Magazine. This dual target lifestyle magazine under the CLEAR brand theme was a “first-in-Japan”…