Successfully increased awareness toward a new concept - warming beauty
As the client was developing “warming beauty appliances” as a new beauty regimen, they were looking for a new communication strategy to promote understanding of “warming beauty” among working women. From a process standpoint, we started with educational activities to create a market base for warming beauty, and established a brand message of “Panasonic is the place to go for warming beauty”.
Strategy & Execution
Since warming beauty appliances are not yet well known in Japan, we conducted an educational campaign which tied in with the interests of our target female demographic. We developed the message “cold = old, warm = beautiful” and promoted it mainly through web media. We conducted research PR and assigned a cosmetic dermatologist to add credibility and depth to the message to communicate the necessity and effectiveness of warming beauty.
We prepared multiple touchpoints with the target audience by utilizing offline/online in parallel, holding roundtable discussions with multiple participants to generate empathy with the target audience, and providing survey data and physician-supervised information. In addition, we produced a fact book and conducted a multifaceted media approach to newspapers and web media.
We helped the warm beauty category successfully penetrate the market by holding events featuring cosmetic dermatologists and producing a women’s magazine mook book/roundtable discussion project to propagate the idea of “summer skin care” and “cold = aging”. The recognition rate of warm beauty significantly exceeded our targets. The number of media in which it was published, the advertising conversion rate, and the amount of exposure also greatly exceeded all expectations.
About Asoviva LLC
Asoviva is an integrated communications agency that help international brands succeed in the Japan market and Japanese companies expand to abroad, by provising PR, marketing, research, digital, content and creative, among other offerings. We are the first and only IPREX partner in Japan, where agencies locate in 110 offices with 1,600 staffs worldwide.
IPREX is a $420 million network of communication agencies, with 1,600 staff and 110 offices worldwide working across the spectrum of industry sectors and practice disciplines.