Brief Explanation

AINZ&TULPE is a Japanese cosmetics shop. Tokyo is one of the world's top tourist cities. Foreign customers spend an average of over 10 times more than Japanese customers. In order to acquire foreign customers, signage with a camera embedded was set up in a store's shop window. People who approach are detected using a sensor. A shop window was created where, when a person who has taken interest performs an action, it communicates with him/her in his/her native language using facial recognition, and then provides various services on the spot (discount services, a makeup experience service where the person can have makeup applied to resemble a fashionable Japanese face in three minutes, makeup methods, etc.). At the shop where the window was set up, visits from foreign customers increased by over 40%, and sales increased by 10% each day.

The Brief

In actuality, the number one source of discontent in Japan is that foreigners are unable to communicate when engaging in activities such as shopping. Sales were expanded by making shopping simpler and more fun for these people, who spend an average of 10 times more than Japanese customers.

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

After being set up, the shop window gained exposure around the world, especially in fashion-related media. There was a PR effect of over 500 million yen, and there were 5,885,039,510 media impressions. At the store where the window was set up, there was a 40% increase in foreign customers. Sales increased by 10% each day.

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

There are over 10 types of fashionable Japanese faces displayed on the signage. The faces were produced using only products sold to AINZ&TULPE by Japan's top makeup artists. Those fashionable faces detect people's movements and faces. When a person selects a fashionable Japanese face to his/her liking, coupons, makeup methods, and more are issued in that person's native language using facial recognition. If the person brings a coupon into the shop, not only are items used to create that face discounted, an experience is provided to all people in which makeup is applied to resemble that fashionable Japanese face in only three minutes.