The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Rather than a unilateral message from the manufacturer/brand, the magazine format enabled us to address the brand concept from the perspective of the target’s values and lifestyles, aiming to trigger even greater interest among potential brand adopters.