Advertising Investment and Product Brand Expansion in Mail-Order Sales
First written in FY2016-Q3. 18 of 32 entries say "Advanced", first in FY2018-Q2. Latest entry: FY2026.
The whole theme swung hardest in 2017: 1 of 8 companies on the "Worse" side.
0 other companies' latest entry also says "Mitigated".
- FY2026MitigatedAnnual report
「While strengthening advertising to develop new products, we are working to improve profitability by reviewing advertising expenses for existing products. Advertising expenses for the current consolidated fiscal year were ¥33,917 million, down 7.6% from the previous fiscal year.」
While maintaining advertising investment in new products, the Company reviewed advertising expenses for existing products and reduced consolidated advertising expenses by 7.6% from the previous fiscal year. - FY2025-H1Shift to a sharp increase in advertising investment and quarter-on-quarter growth in the number of subscription customersAnnual report
「Advertising expenses for the second quarter were ¥9,436 million, reaching their highest level in 2 years since the second quarter of the fiscal year ending July 2023. As a result, the total number of subscription customers across the group as of the end of January 2025 increased by 65,065 from the end of the previous quarter to 796,729, although this was down 11.6% from 900,914 in the same period of the previous year.」
The company increased advertising expenses to their highest level in 2 years, and although the number of subscription customers declined year on year, it turned upward, increasing by 65,065 from the end of the previous quarter. - FY2024Continued optimization of advertising investment and decline in subscription customersAnnual report
「As a result of these initiatives, the total number of subscription customers across the group was 747,207 as of the end of July 2024, down 20.6% from 941,628 at the end of the previous fiscal year.」
While continuing to optimize advertising expenses and invest in new products with a focus on CPO and LTV, the number of subscription customers was 747,207, down 20.6% from the previous fiscal year. - FY2024-Q3Continued optimization of advertising investment and decline in subscription customersAnnual report
「While strengthening initiatives to optimize advertising expenses with a focus on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric, the company worked to increase advertising investment in new products. As a result, the total number of subscription customers across the group was 834,744 as of the end of April 2024, down 15.8% from 991,535 in the same period of the previous year.」
While continuing to optimize advertising expenses with a focus on CPO and LTV and invest in new products, the number of subscription customers was 834,744, down 15.8% year on year. - FY2024-Q2Continued optimization of advertising investment and decline in subscription customersAnnual report
「While strengthening initiatives to optimize advertising expenses with a focus on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric, the company worked to increase advertising investment in new products. As a result, the total number of subscription customers across the group was 900,914 as of the end of January 2024, down 14.3% from 1,050,880 in the same period of the previous year.」
While continuing to optimize advertising expenses with a focus on CPO and LTV and selectively investing in new products, the number of subscription customers was 900,914, down 14.3% year on year. - FY2024-Q1Declining advertising expenses and subscription customersAnnual report
「While strengthening initiatives to optimize advertising expenses with a focus on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric, the company actively invested in advertising for new products. As a result, the total number of subscription customers across the group was 942,343 as of the end of October 2023, down 17.8% from 1,146,889 in the same period of the previous year.」
As a result of optimizing advertising expenses with a focus on CPO and LTV and investing in new products, the number of subscription customers was 942,343, down 17.8% year on year. - FY2023Optimizing advertising investment alongside a decline in subscription customersAnnual report
「The company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. At the same time, it strengthened initiatives to optimize advertising expenses, resulting in 941,628 subscription customers across the group as of the end of July 2023, down 6.0% from 1,001,356 in the previous fiscal year.」
As a result of optimizing advertising expenses while focusing on CPO and LTV, the number of subscription customers was 941,628, down 6.0% year on year. - FY2023-Q2AdvancedAnnual report
「During the six months ended 31 December 2022, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the group was 1,050,880 as of the end of January 2023, compared with 834,139 in the same period of the previous year. Segment profit for the three months ended 31 December 2022 was ¥1,243 million, with the results of advertising investment steadily contributing to profit generation.」
The company continued advertising investment with a focus on CPO and LTV, and the number of subscription customers increased year on year. Segment profit for the second quarter alone was ¥1,243 million. - FY2023-Q1AdvancedAnnual report
「During the three months ended 30 September 2022, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the group was 1,146,889 as of the end of October 2022, compared with 802,021 in the same period of the previous year.」
The company continued advertising investment in new products while focusing on CPO and LTV, and the number of subscription customers increased from 802,021 in the same period of the previous year to 1,146,889. - FY2022AdvancedAnnual report
「From the third quarter onward, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the group was 1,001,356 as of the end of July 2022, up 29.4% from 773,844 in the same period of the previous year.」
The company continued advertising investment in new products while managing CPO and LTV, and the number of subscription customers exceeded 1 million, increasing 29.4% year on year. - FY2022-Q3AdvancedAnnual report
「During the nine months ended 31 December 2021, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the group was 982,458 as of the end of April 2022, up 24.1% from 791,566 in the same period of the previous year.」
The company continued advertising investment in new products while managing CPO and LTV, and the number of subscription customers reached 982,458, up 24.1% year on year. - FY2022-Q2AdvancedAnnual report
「During the six months ended 31 December 2021, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the group was 834,139 as of the end of January 2022.」
The company continued advertising investment in new products while managing CPO and LTV, and the number of subscription customers increased from the previous figure of 802,021 to 834,139. - FY2022-Q1AdvancedAnnual report
「During the three months ended 31 October 2021, the company actively invested in advertising for new products while focusing on CPO, a customer acquisition efficiency metric, and LTV, a profitability metric. The total number of subscription customers across the company was 802,021 as of the end of October 2021.」
The company invested in advertising for new products while focusing on CPO and LTV, and the number of subscription customers increased from 773,844 at the end of July 2021 to 802,021. - FY2021AdvancedAnnual report
「Against this backdrop, the group continued to make active investments in each business, recording advertising expenses of ¥24,860 million, up 237.0% year on year, and research and development expenses of ¥522 million, up 19.3%. As a result, customer acquisition progressed, primarily for the NewmoⓇ hair-growth product, and the number of subscription customers as of the end of July 2021 was 773,844, compared with 244,715 at the end of the previous fiscal year.」
The company continued investments including ¥24,860 million in advertising expenses, and the number of subscription customers increased from 244,715 at the end of the previous fiscal year to 773,844 at the end of July 2021. - FY2021-Q3AdvancedAnnual report
「During the nine months ended 31 December 2020, the company invested ¥19,365 million in advertising expenses, compared with ¥6,093 million in the same period of the previous year, and ¥354 million in research and development expenses, compared with ¥329 million. As a result, customer acquisition progressed, primarily for the NewmoⓇ hair-growth product, and the number of subscription customers as of the end of April 2021 was 791,566, compared with 226,922 in the same period of the previous year.」
Against a backdrop of investments including ¥19,365 million in advertising expenses, the number of subscription customers reached 791,566 as of the end of April 2021, up from 226,922 in the same period of the previous year. - FY2021-Q2AdvancedAnnual report
「As of the end of January 2021, the number of subscription customers was 770,870. As customer acquisition efficiency was higher than initially expected, the company made its largest-ever advertising investment to avoid missing the opportunity. As a result, together with the effects of cross-selling initiatives and a lower cancellation rate,」
The number of subscription customers reached 770,870 as of the end of January 2021. The company reports its largest-ever advertising investment in response to high customer acquisition efficiency, along with the effects of cross-selling and a lower cancellation rate. - FY2021-Q1AdvancedAnnual report
「As of the end of October 2020, the number of subscription customers had surpassed 576,941. This resulted from the group having established an organization capable of providing valuable products, including through the acquisition of evidence based on its research and development capabilities, a system for linking research results to product development, and the development of advertising creative in which in-house creators compellingly convey customers’ experiences. As of the end of October 2020, the number of subscription customers for Hair Beaute EclatⓇ was 73,517, up from 26,326 as of the end of July 2020.」
The number of subscription customers reached 576,941, while subscription customers for the hair-color product Hair BeauteⓇ Eclat increased from 26,326 to 73,517. The company also explicitly describes a customer acquisition framework linking research and development, product development and advertising creative. - FY2020-Q3AdvancedAnnual report
「The number of subscription customers at the end of the third quarter was 226,922, a substantial increase from 136,208 in the same period of the previous year. The earnings base improved substantially as a result of rigorous management of CPO for acquiring new customers and strengthened CRM measures to improve subscription retention.」
The number of subscription customers increased from 136,208 in the same period of the previous year to 226,922, and the company reports improving its earnings base through CPO management and stronger CRM. - FY2020-Q2AdvancedAnnual report
「The number of subscription customers at the end of the second quarter was 249,002, a substantial increase from 139,278 in the same period of the previous year. In addition, approximately 40% of subscription customers purchased 2 or more products, contributing to higher average customer spend. Across the direct-to-consumer business, the earnings base is expected to improve substantially as a result of managing the cost-effectiveness of advertising expenses for acquiring new customers and strengthening measures to extend the duration of subscription plans.」
The number of subscription customers increased from 139,278 in the same period of the previous year to 249,002, and the company reports strengthening its earnings base through multiple-product purchases and improvements in advertising efficiency and subscription retention. - FY2020-Q1AdvancedAnnual report
「Through rigorous management of the cost-effectiveness of advertising expenses for acquiring new customers and strengthened measures to extend the duration of subscription plans, the number of subscription customers at the end of the first quarter was 167,332, a substantial increase from 134,827 in the same period of the previous year.」
Through management of advertising cost-effectiveness and measures to retain subscription customers, the number of subscription customers increased from 134,827 in the same period of the previous year to 167,332. - FY2019-Q3RestatedAnnual report
「In the supplements field, the company has focused primarily on the knee-joint supplement Tamagosamin and has actively advertised through television, radio, the web and other media. It is also pursuing cross-selling and has been raising average customer spend by selling products in combination with knee supports such as Hizamon.」
The company is continuing its advertising activities and working to raise average customer spend through cross-selling. - FY2019-Q2AdvancedAnnual report
「The company is also pursuing cross-selling, and has been raising average customer spend by selling products in combination with knee supports such as Hizamon.」
In addition to expanding its traditional advertising media, the company has implemented cross-selling by combining related products and reports progress in raising average customer spend. - FY2019-Q1AdvancedAnnual report
「In the supplements field, the company has focused primarily on the knee-joint supplement Tamagosamin and has actively advertised on television, radio and other media. For television advertising, it has expanded beyond broadcasts on BS, CS and regional stations to include major broadcasters, and plans to continue expanding its advertising slots.」
The company has expanded its television advertising from its traditional BS, CS and regional stations to major broadcasters and plans to increase its advertising slots. It also describes initiatives to promote cross-selling and strengthen CRM. - FY2018-Q3AdvancedAnnual report
「In the cosmetics field, the company has focused on expanding products such as Tamahada No Umitsu and Tamahada Ranshelle, working to enhance web advertising in addition to mass media, and expanding its customer base. It is also expanding sales through specialist TV shopping channels such as QVC and Shop Channel.」
The company reports expanding its sales initiatives beyond existing mass-media advertising to web advertising and specialist TV shopping channels such as QVC and Shop Channel, thereby broadening the customer base for its cosmetics products. - FY2018-Q2AdvancedAnnual report
「In the supplements field, the company has focused primarily on the knee-joint supplement Tamagosamin, making active advertising investments in mass media such as television and radio and working to expand its customer base. Profitability has continued to strengthen as a result of successfully controlling customer acquisition costs and improving the retention rate for subscription purchases.」
The company is continuing to expand its customer base through advertising investment and reports operational results in controlling customer acquisition costs and improving the subscription retention rate. - FY2018-Q1RestatedAnnual report
「During the first quarter of the current fiscal year, we actively advertised through radio, television, the web and print media while looking ahead, making progress in acquiring new customers efficiently.」
The company continues to pursue an active advertising strategy using radio, television, the web and print media, along with initiatives to acquire new customers. - FY2017-Q3RestatedAnnual report
「During the first nine months of the current fiscal year, we actively advertised the Tamago Kichi and SOGNANDO brands through radio, television, the web and other media.」
The company continued active advertising for its direct-to-consumer brands through radio, television, the web and other media. - FY2017-Q2RestatedAnnual report
「During the first six months of the current fiscal year, we continued to pursue active advertising while looking ahead through radio, television, the web and print media.」
The company continued active advertising across multiple media. - FY2017-Q1RestatedAnnual report
「During the first quarter of the current fiscal year, we continued to pursue active advertising while looking ahead through radio, television, the web and print media.」
The company continued its policy of active advertising across multiple media and expanding its product brands. - FY2016-Q3First statedAnnual report
「In the direct-to-consumer business, we continued to pursue active advertising while looking ahead. In addition to continued strong sales growth for our flagship knee-joint supplement Tamagosamin, sales of Tamahada Soap, marketed under the sognando brand, and Tamahada no Umi, a beauty cream containing activated eggshell membrane, also contributed, and revenue substantially exceeded the initial forecast.」
The company continued its advertising activities and sells multiple brands and products in addition to its flagship products.