The Brief

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. In the category of hair care, as well, damage-care products that appeal to a conservative audience have dominated the market until now. However, our target want to stand out and express themselves more. To guide them to their new life of values, we presented a brand new female image.

Describe how the promotion developed from concept to implementation

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. They start realized that they need to change but they didn't know how. Thus we gave them the ideal role model as their perfect goal for their life.

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

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!!

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

Our strategy was to present an ideal female image and expand it to almost all target women in Japan. If we do so, we believed that our target will buy our product inevitably to be the ideal women. Thus, we put the main message “I’m braver than you think. Watch me shine.” in the middle of our campaign and used three biggest media that we have now in Japan to reach the message to everyone in the country.