Expanding the Health Supplement Product Lineup and Adjusting Advertising Operations
First written in FY2016. 16 of 36 entries say "Advanced", first in FY2017-Q3. Latest entry: FY2026.
The whole theme swung hardest in 2017: 1 of 8 companies on the "Worse" side.
9 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「As a result, the health supplement business reported net sales of ¥1,688 million, down 20.7% from the previous fiscal year, and operating income of ¥328 million, up 260.2%.」
Despite lower revenue, operating income increased substantially through a focus on repeat customers, upselling of higher-margin products, and improved efficiency in advertising and sales promotion expenses. - FY2026-H1AdvancedAnnual report
「During the six months ended the current interim period, the company shifted its customer acquisition policy toward advertising and sales promotions targeting repeat customers in order to maximize profit. As a result, net sales declined from the year-earlier period. However, the operating margin improved substantially through stronger upselling initiatives for higher-margin products and improved efficiency in advertising and sales promotion expenses. As a result, the health supplement business reported net sales of ¥925 million, down 23.8% year on year, and operating income of ¥217 million, compared with an operating loss of ¥131 million in the year-earlier period.」
The company focused customer acquisition on repeat customers, promoted upselling of higher-margin products, and improved the efficiency of advertising and sales promotion expenses. Despite lower revenue, it shifted from an operating loss to operating income of ¥217 million, improving profitability. - FY2025AdvancedAnnual report
「During the fiscal year, the company shifted its customer acquisition policy partway through the year toward advertising and sales promotions targeting repeat customers. As a result, net sales declined from the previous fiscal year. However, the company strengthened upselling initiatives for higher-margin products, improved the cost ratio by raising selling prices to address higher raw material prices, and improved the efficiency of advertising and sales promotion expenses, resulting in a substantial improvement in the operating margin.」
The company focused customer acquisition on repeat customers, promoted upselling of higher-margin products, raised selling prices and improved advertising efficiency. Although net sales declined, profitability improved. The health supplement business shifted from an operating loss to operating income of ¥91 million. - FY2025-H1ReframedAnnual report
「During the six months ended the current interim period, net sales initially reflected a decline in average spending per new customer resulting from discounts offered to a broad range of customers as a sales promotion. As the company shifted its customer acquisition policy toward advertising and sales promotions targeting repeat customers, the number of new customers acquired declined from the year-earlier period, resulting in lower revenue. On the other hand, the effect of raising product prices at the end of the previous fiscal year to address higher raw material prices, which improved the cost ratio, together with substantial reductions and reviews of advertising and sales promotion expenses following the change in customer acquisition policy, improved the operating margin.」
The company shifted its customer acquisition policy from discount-led acquisition targeting a broad range of customers to advertising and sales promotions focused on repeat customers. While new customer acquisitions and net sales declined, it explained that higher selling prices and lower advertising and sales promotion expenses improved the cost ratio and operating margin. - FY2024WorsenedAnnual report
「During the fiscal year, as in previous years, the company concentrated its advertising expenditure during the summer, when demand for fatigue recovery is high and responses to advertising are favorable, to further expand sales, and net sales exceeded the previous fiscal year. However, in addition to a significant rise in the prices of raw materials, including the mainstay product Imida Peptide, the company made upfront advertising investments in new products, resulting in lower margins and operating income falling well below the previous fiscal year.」
The health supplement business expanded sales and exceeded the previous fiscal year in net sales, but margins declined due to higher raw material prices and upfront advertising investments in new products. - FY2024-Q3WorsenedAnnual report
「During the nine months ended the third quarter, as in previous years, the company concentrated its advertising expenditure during the summer, when demand for fatigue recovery is high and responses to advertising are favorable, to further expand sales. As a result, net sales exceeded the year-earlier period due to an increase in the number of new customers acquired. However, operating income fell below the year-earlier period due to higher cost of sales resulting from higher raw material prices, rising advertising rates and other factors. As a result, the health supplement business reported net sales of ¥1,933 million, up 0.5% year on year, and an operating loss of ¥183 million, compared with operating income of ¥115 million in the year-earlier period.」
While new customer acquisitions and net sales exceeded the year-earlier period, operating income shifted from a profit to a loss due to higher raw material prices and advertising rates. - FY2024-Q2New customer acquisitions increased, but lower sales volumes, deteriorating advertising efficiency and higher raw material costs widened the lossAnnual report
「During the six months ended the second quarter, as in previous years, the company concentrated its advertising expenditure during the summer, when demand for fatigue recovery is high and responses to advertising are favorable, to further expand sales. As a result, the number of new customers acquired exceeded the year-earlier period. However, sales volumes declined due to deteriorating advertising efficiency caused by rising advertising rates and other factors, while the increase in cost of sales resulting from higher raw material prices and other factors also had an impact. Consequently, both net sales and operating income fell below the year-earlier period. As a result, the health supplement business reported net sales of ¥1,390 million, down 1.6% year on year, and an operating loss of ¥269 million, compared with an operating loss of ¥17 million in the year-earlier period.」
While the number of new customers acquired increased, sales volumes and net sales declined due to deteriorating advertising efficiency caused by rising advertising rates and higher cost of sales resulting from higher raw material prices. The operating loss widened from ¥17 million in the year-earlier period to ¥269 million. - FY2024-Q1New customer acquisitions increased, but sales volumes declined and advertising efficiency deterioratedAnnual report
「As a result, the number of new customers acquired exceeded the year-earlier period. However, sales volumes declined due to deteriorating advertising efficiency caused by rising advertising rates and other factors, and net sales fell below both the year-earlier period and plan.」
While the number of new customers acquired exceeded the year-earlier period, sales volumes and net sales fell below the year-earlier period and plan due to deteriorating advertising efficiency caused by rising advertising rates and other factors. - FY2023Fewer new customers and continued deterioration in advertising efficiency led to lower full-year revenue and earningsAnnual report
「During the fiscal year, the company selectively placed advertising in channels with a high degree of certainty regarding cost-effectiveness. However, advertising expenditure fell short of plan, and advertising efficiency deteriorated due to rising advertising rates and other factors. As a result, the number of new customers acquired fell below the year-earlier period, while net sales fell below both the year-earlier period and plan.」
While continuing to prioritize advertising efficiency, the company’s failure to use its full advertising budget and the deterioration in advertising efficiency caused by rising advertising rates resulted in new customers and net sales falling below the year-earlier period and plan. Full-year net sales were ¥2,490 million and operating income was ¥137 million. - FY2023-Q3Fewer new customers and continued deterioration in advertising efficiency led to lower revenue and earningsAnnual report
「The company selectively placed advertising in channels with a high degree of certainty regarding cost-effectiveness. However, advertising expenditure fell short of plan, and advertising efficiency deteriorated due to rising advertising rates and other factors. As a result, the number of new customers acquired fell below the year-earlier period, while net sales fell below both the year-earlier period and plan.」
While continuing to select cost-effective advertising channels, the company’s failure to use its full advertising budget and the deterioration in advertising efficiency caused by rising advertising rates resulted in new customer acquisitions and net sales falling below the year-earlier period and plan. - FY2023-Q2New-customer decline and weaker advertising efficiency continueAnnual report
「During the cumulative first 2 quarters of the current consolidated fiscal year, the company selected media with a high degree of confidence in cost effectiveness. As a result, advertising expenditure was underspent against plan, while advertising efficiency deteriorated due to higher advertising rates and other factors. New-customer acquisition fell below the same period of the previous year, and revenue fell below both the same period of the previous year and plan.」
While continuing to select cost-effective advertising channels, the company’s failure to use its full advertising budget and the deterioration in advertising efficiency caused by rising advertising rates resulted in new customers and net sales falling below the year-earlier period and plan. - FY2023-Q1New-customer decline and weaker advertising efficiency, but loss narrowedAnnual report
「During the cumulative first quarter of the current consolidated fiscal year, the company selected media with a high degree of confidence in cost effectiveness. As a result, advertising expenditure was underspent against plan, while advertising efficiency deteriorated due to higher advertising rates and other factors. New-customer acquisition fell below the same period of the previous year, and revenue fell below both the same period of the previous year and plan.」
While continuing to select highly cost-effective media, the company saw advertising efficiency deteriorate due to higher advertising rates, and advertising expenditure was underspent against plan. New-customer acquisition and revenue fell below both the same period of the previous year and plan. - FY2022-Q3New-customer acquisition stagnated, but sales to existing customers remained stableAnnual report
「During the cumulative first 3 quarters of the current consolidated fiscal year, the company selected media with a high degree of confidence in cost effectiveness. As a result, advertising expenditure was underspent against plan and new-customer acquisition stagnated, but sales to existing customers remained stable, partly due to strengthened promotional measures targeting existing customers. Revenue was broadly in line with the same period of the previous year. As a result, the health supplements business reported revenue of ¥2,133 million, down 0.6% year on year, and operating profit of ¥124 million, down 21.0%.」
The company continued selecting highly cost-effective media for its advertising and strengthened promotions targeting existing customers. Sales to existing customers remained stable, but new-customer acquisition stagnated, resulting in a slight decline in revenue and operating profit below the same period of the previous year. - FY2022-Q2AdvancedAnnual report
「During the cumulative first 2 quarters of the current consolidated fiscal year, the company selected media with a high degree of confidence in cost effectiveness. As a result, advertising expenditure was underspent against plan and new-customer acquisition stagnated, but sales to existing customers remained stable and results were broadly in line with the same period of the previous year.」
The company continued selecting highly cost-effective media for its advertising. Advertising expenditure was underspent against plan. New-customer acquisition stagnated, but sales to existing customers remained stable, and the health supplements business reported revenue of ¥1,568 million and an operating loss of ¥22 million. The loss narrowed from ¥32 million in the same period of the previous year. - FY2022-Q1AdvancedAnnual report
「During the cumulative first quarter of the current consolidated fiscal year, the company selected media with a high degree of confidence in cost effectiveness. As a result, advertising expenditure declined year on year, and new-customer acquisition fell below the same period of the previous year. However, sales to existing customers followed an upward trend, and revenue exceeded both the same period of the previous year and plan.」
The company continued selecting highly cost-effective media while restraining advertising expenditure. Revenue exceeded both the same period of the previous year and plan, driven by increased sales to existing customers. - FY2021-Q3AdvancedAnnual report
「During the cumulative first 3 quarters of the current consolidated fiscal year, the company restrained advertising expenditure from the same period of the previous year, but selected media with a high degree of confidence in cost effectiveness. As a result, advertising efficiency improved and revenue increased slightly year on year. Operating profit for the cumulative first 3 quarters also increased substantially year on year, as revenue rose slightly despite restrained advertising expenditure.」
While maintaining its established practice of concentrating advertising during the summer, the company restrained advertising expenditure and selected media with high cost effectiveness, improving advertising efficiency and operating profit. - FY2021-Q2RestatedAnnual report
「During the cumulative first 2 quarters of the current consolidated fiscal year, the company restrained advertising expenditure from the same period of the previous year, but selected media with a high degree of confidence in cost effectiveness. As a result, advertising efficiency improved and revenue increased slightly year on year.」
The company continued selecting media with a high degree of confidence in cost effectiveness while restraining advertising expenditure from the same period of the previous year. Advertising efficiency improved, and sales increased slightly. - FY2021-Q1Shift toward advertising restraint and efficiency focusAnnual report
「During the cumulative first quarter of the current consolidated fiscal year, the company restrained advertising expenditure from the same period of the previous year, but selected media with a high degree of confidence in cost effectiveness. As a result, advertising efficiency improved and sales were maintained at approximately the same level as in the same period of the previous year.」
The company restrained advertising expenditure from the same period of the previous year and adjusted its approach to select media with a high degree of confidence in cost effectiveness. Advertising efficiency improved, and sales were maintained at approximately the same level as in the same period of the previous year. - FY2020Advertising restraint and shortfall versus plan extend to the full yearAnnual report
「As in previous years, the company concentrated advertising expenditure during the summer, when demand for fatigue recovery is high and response to advertising is favorable, to further expand sales. During the current consolidated fiscal year, sales stagnated because new-customer acquisition did not reach the assumptions underlying the plan, despite maintaining profitability above the break-even threshold, and because advertising expenditure was restrained from the second quarter of the consolidated fiscal year onward based on the progress of results in the first quarter.」
While maintaining its established practice of concentrating advertising during the summer, the company restrained advertising expenditure after new-customer acquisition fell short of plan, causing full-year sales to stagnate. - FY2020-Q3Advertising restraint and shortfall versus plan continueAnnual report
「In the health supplements business, as in previous years, the company concentrated advertising expenditure during the summer, when demand for fatigue recovery is high and response to advertising is favorable, to further expand sales. During the cumulative first 3 quarters of the current consolidated fiscal year, sales stagnated because new-customer acquisition did not reach the assumptions underlying the plan, despite maintaining profitability above the break-even threshold, and because advertising expenditure was restrained from the second quarter of the consolidated fiscal year onward based on the progress of results in the first quarter. As a result, both revenue and operating profit were below plan.」
While maintaining its established practice of concentrating advertising during the summer, the company restrained advertising expenditure after new-customer acquisition fell short of plan, resulting in sales and profit below plan. - FY2020-Q2New-customer acquisition below target; plan missed due to advertising restraintAnnual report
「During the cumulative first 2 quarters of the current consolidated fiscal year, sales stagnated because new-customer acquisition did not reach the assumptions underlying the plan, despite maintaining profitability above the break-even threshold, and because advertising expenditure was restrained in the second quarter of the consolidated fiscal year after operating profit fell short of plan in the first quarter. As a result, both revenue and operating profit were below plan.」
New-customer acquisition fell short of plan, and sales stagnated after advertising expenditure was restrained in response to the previous quarter's operating profit shortfall. Both revenue and operating profit were below plan. - FY2020-Q1New-customer acquisition below target, but repeat rate exceeded expectationsAnnual report
「During the cumulative first quarter of the current consolidated fiscal year, the number of new customers acquired fell short of the assumptions underlying the plan, although profitability was maintained above the break-even threshold. As a result, both revenue and operating profit were below plan. However, the conversion rate from initial to repeat purchases has remained above expectations, with no material impact on the assumptions underlying the full-year plan. From the second quarter of the consolidated fiscal year onward, the company expects repeat purchases to recover the upfront costs and sales expansion to contribute to profit.」
New-customer acquisition fell short of plan, and revenue and operating profit were also below plan, while the conversion rate from initial to repeat purchases exceeded expectations. The established operating policy of recovering upfront advertising costs through repeat purchases continues. - FY2019AdvancedAnnual report
「During the current consolidated fiscal year, the company significantly increased advertising expenditure from the previous fiscal year, mainly during the summer, and actively conducted advertising campaigns, including television commercials and the use of celebrities, to further expand sales. As a result, the health supplements business reported revenue of ¥2,802 million, up 17.0% from the previous fiscal year, and operating profit of ¥261 million, up 26.5%.」
The company significantly increased advertising expenditure from the previous fiscal year, mainly during the summer, and used television commercials and celebrities. In addition to expanding sales, this resulted in higher revenue and profit for the health supplements business for the full fiscal year. - FY2019-Q3AdvancedAnnual report
「During the cumulative first 3 quarters of the current consolidated fiscal year, the company significantly increased advertising expenditure from the same period of the previous year, mainly during the summer, and actively conducted advertising campaigns, including television commercials and the use of celebrities, to further expand sales. As a result, the health supplements business reported revenue of ¥2,193 million, up 21.0% year on year, and operating profit of ¥114 million, down 38.8%.」
The company significantly increased advertising expenditure from the same period of the previous year and continued using television commercials and celebrities. Sales expanded, but operating profit fell below the same period of the previous year because costs ran ahead. - FY2019-Q2AdvancedAnnual report
「During the cumulative first 2 quarters of the current consolidated fiscal year, the company significantly increased advertising expenditure from the same period of the previous year, mainly during the summer, and actively conducted advertising campaigns, including television commercials and the use of celebrities, to further expand sales.」
The company continued to significantly increase advertising expenditure from the same period of the previous year and use television commercials and celebrities. This led to sales expansion, but costs ran ahead and an operating loss was recorded. - FY2019-Q1AdvancedAnnual report
「As in previous years, the business actively rolls out advertising during the summer, when demand for fatigue recovery is high and response to advertising is favorable. During the cumulative first quarter of the current consolidated fiscal year, the company significantly increased advertising expenditure from the same period of the previous year and actively conducted advertising campaigns, including television commercials and the use of celebrities, to further expand sales.」
The company significantly increased advertising expenditure from the same period of the previous year and began using television commercials and celebrities. Sales expanded, but costs ran ahead. - FY2018AdvancedAnnual report
「In particular, during the fourth quarter of the consolidated fiscal year, the response rate to advertising improved, partly due to television exposure for Imida Peptide. The company therefore spent more on advertising than budgeted to further expand sales.」
Following the improvement in the advertising response rate from television exposure, the company spent more than budgeted on advertising to expand sales. An operating approach combining the product lineup, subscriptions and seasonal advertising is taking shape. - FY2018-Q3AdvancedAnnual report
「Sales during the third quarter of the current consolidated cumulative period remained on an expansionary trend, owing in part to an increase in subscription customers and the favorable effects of active advertising campaigns timed to the summer season, when demand for fatigue recovery is high. As a result, the health supplements business reported net sales of ¥1,812 million (up 19.8% year on year) and operating income of ¥187 million (up 3.0%).」
Sales of health supplements expanded, driven by an increase in subscription customers and summer advertising, and both revenue and operating profit exceeded the same period of the previous year. - FY2018-Q2RestatedAnnual report
「Sales during the cumulative first 2 quarters of the current consolidated fiscal year followed an expansionary trend, supported by an increase in subscription customers and the favorable effect of active advertising campaigns timed to the summer, when demand for fatigue recovery is high. Meanwhile, advertising expenditure, discounts for first-time buyers and free shipping resulted in costs running ahead of revenue.」
The company continued its sales approach combining summer advertising, discounts for first-time buyers and free shipping. The established operating pattern of costs running ahead despite sales expansion was reconfirmed. - FY2018-Q1RestatedAnnual report
「Sales followed an expansionary trend, helped by the active rollout of advertising during the summer, when demand for fatigue recovery is high and response to advertising is favorable. Meanwhile, advertising expenditure, discounts for first-time buyers and free shipping resulted in costs running ahead of revenue.」
The company continued its sales approach combining summer advertising, discounts for first-time buyers and free shipping. The established operating pattern of sales expansion accompanied by costs running ahead was reconfirmed. - FY2017-Q3AdvancedAnnual report
「Sales during the cumulative first 3 quarters of the current consolidated fiscal year followed an expansionary trend, supported by an increase in subscription customers and the favorable effect of active advertising campaigns timed to the summer, when demand for fatigue recovery is high.」
Sales of health supplements followed an expansionary trend, supported by an increase in subscription customers and the favorable effect of summer advertising campaigns. - FY2017-Q1RestatedAnnual report
「Sales followed an expansionary trend, helped by the active rollout of advertising during the summer, when demand for fatigue recovery is high and response to advertising is favorable. Meanwhile, advertising expenditure, discounts for first-time buyers and free shipping resulted in costs running ahead of revenue.」
The company continued its sales approach combining summer advertising, discounts for first-time buyers and free shipping. Sales expanded, but costs ran ahead, resulting in lower profit. - FY2016First statedAnnual report
「We operated by moderating the concentration of advertising expenditure in the summer and retaining flexibility to adjust spending in line with sales trends.」
The Group has expanded the product lineup centered on Imida Peptide and adjusts advertising, discounting and related costs in line with sales trends.