The Campaign

Playing on the words “Beauty Soap” as they appear on the package, the ads present the unique image of an attractive cow-transformed young woman expressing the soap’s offer of a beautiful fragrance, beautiful moments, and beautiful skin.

Creative Execution

The ads are to be shown mainly in public bathhouses around Japan, but the accompanying non-verbal message will also communicate the soap’s benefits to non-Japanese.

Indication of how successful the outcome was in the market

The ad campaign has just begun so the effects are only starting to become visible, but the response has been favorable with a good number of inquiries from public bathhouses. Prospects for future deployment are promising.

Emphasizing the use of fresh milk as an ingredient to differentiate the soap from liquid body soaps, the ads use the image of a gentle, natural soap to appeal to young women.