Improving brand awareness and advertising efficiency through television commercials
First written in FY2016. 22 of 33 entries say "Restated". Latest entry: 2026-11-13.
The whole theme swung hardest in 2019: 2 of 18 companies on the "Worse" side.
18 other companies' latest entry also says "Advanced".
- 2026-11-13AdvancedResults
「数量限定商品「ラベンダースクワラン」において、インフルエンサーの活用やランディングページの改善等による新規顧客獲得施策を展開いたしました。」
インフルエンサー活用とランディングページ改善を組み合わせた新規顧客獲得施策を具体化した。 - FY2026AdvancedAnnual report
「The company also strengthened digital promotions targeting millennials by distributing videos created in collaboration with creators and undertaking other initiatives, thereby seeking to improve brand awareness and strengthen the foundation for acquiring new customers.」
As a digital initiative targeting younger people, the company produced a video in collaboration with creators. - FY2026-H1AdvancedAnnual report
「Specifically, the company collaborated with the creator collective Koneko Film, which was popular among generations that have moved away from television, from Generation Z to millennials, and had 4.3 million total followers as of 25 September 2025, to produce a vertical short drama planned to consist of 4 episodes. The first episode, “Hisako Manda,” was distributed on various social media platforms from 18 September 2025, and the second, “Leading Actress vs. the Real Thing,” from 16 October of the same year. The company sought to improve awareness among generations that have moved away from television and strengthen the foundation for acquiring new customers.」
In addition to its existing television commercials and web initiatives, the company distributed a vertical short drama planned to consist of 4 episodes through a collaboration with a creator collective with 4.3 million total followers, specifying measures to improve awareness among younger people and acquire new customers. - FY2025ReframedAnnual report
「In its promotional activities, the company reviewed advertising and materials sent to members, working to optimize expenditures and improve cost-effectiveness.」
The focus has expanded from improving brand awareness through existing television commercials and web videos to promotional operations that review advertising and materials sent to members and emphasize cost-effectiveness. - FY2025-H1AdvancedAnnual report
「In addition, from 15 October 2024, as a new initiative to attract customers in their 30s and 40s, the company collaborated with the manga magazine Ribon (Shueisha) to produce and release the web video “Always by Your Side, No Matter Who You Are. HABA SQUALANE” — “Spotlight on These Days” — featuring characters from the magazine’s Chibi Maruko-chan, Neighborhood Story and Tokimeki Tonight. It is also running the “My Pure Roots: Additive-Free Moisture Experience Set (Limited Edition)” campaign through mail order, including its online shop, and at HABA shops nationwide, targeting people using HABA for the first time.」
In addition to its existing television commercials and web initiatives, the company released a web video created through a collaboration with a manga magazine from 15 October 2024 and ran a limited campaign for new customers through mail order and stores nationwide. - FY2024-Q3AdvancedAnnual report
「To improve brand awareness, in addition to television commercials and online beauty courses, the company launched “Kira Kira Cinderella,” a talk-show programme featuring talent, makeup artists and YouTubers and streamed live publicly on YouTube, from 22 August 2023. From 20 November 2023, it also launched the HABA high-quality “Squalane” web video “Like a Poem, Moisturized with a Single Drop,” a story about a sister and brother featuring Sakurai Kaito (櫻井海音) and Tsuji Chie (辻千恵). The company believes these initiatives have helped attract and develop new fans and should support expansion of its business foundation going forward.」
In addition to its existing television commercials and online initiatives, the company added a new Squalane web video from 20 November 2023 as an advertising initiative to attract and develop fans. - FY2024-Q2AdvancedAnnual report
「To improve brand awareness, in addition to television commercials and online beauty courses, the company launched from September this year the “Kira Kira Cinderella” talk-show programme, featuring talent, makeup artists and YouTubers and streamed live publicly on YouTube. It is pursuing initiatives to attract and develop new fans.」
In addition to its existing television commercials and online initiatives, the company began distributing a publicly streamed YouTube live programme featuring talent and others from September 2023, expanding its initiatives to improve brand awareness and attract new fans. - FY2023-Q3AdvancedAnnual report
「Based on the medium-term management plan launched in the current fiscal year, the group sequentially began airing a new television commercial nationwide for high-quality “Squalane” from October to November 2022 to improve brand awareness, and also distributed web videos on social media online.」
The new television commercial, which had been scheduled to launch in the previous quarter, was aired nationwide from October to November 2022, and web videos were also distributed on social media. - FY2023-Q2AdvancedAnnual report
「To improve brand awareness in Japan, the company is running web video advertisements featuring influencers and producing a new television commercial and web video scheduled to begin airing in October 2022.」
In addition to its existing advertising strategy, the company has specified web video advertisements featuring influencers, as well as the production and launch of a new television commercial and web video. The new television commercial was scheduled to begin airing in October 2022. - FY2023-Q1RestatedAnnual report
「There were no significant changes during the first quarter cumulative consolidated period to the management policies, management strategies or other matters established by our group.」
The company stated that there had been no material changes to its existing management strategy, including its advertising strategy, television commercials, online advertising and promotions. - FY2022-Q3RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥2,610.257 million. - FY2022-Q2RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. - FY2022-Q1RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. - FY2021RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥3,992.779 million. - FY2021-Q3RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥3,099.705 million, down 10.8% year on year. - FY2021-Q2RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥2,159.281 million, down 1.7% year on year. - FY2021-Q1RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥1,207.020 million, up 15.8% year on year. - FY2020RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥4,723.716 million, down 3.1% year on year. - FY2020-Q3RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥3,476.525 million, down 10.3% year on year, although no change in the direction of the measures was indicated. - FY2020-Q2RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses decreased 13.7% year on year. - FY2020-Q1RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions. Advertising and sales-promotion expenses were ¥1,042.448 million, down 17.9% year on year, although no change in the direction of the measures was indicated. - FY2019RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions. As a result, these measures contributed to an increase in new customers and the retention of existing customers.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions, reporting contributions to an increase in new customers and the retention of existing customers. - FY2019-Q3RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions, reporting an increase in new customers. - FY2019-Q2RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions, reporting an increase in new customers. Advertising and sales-promotion expenses rose 20.1% year on year, but the direction of the measures remained largely unchanged. - FY2019-Q1RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in specific regional areas and run television commercials, online advertising and promotions. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in specific regions and run television commercials, online advertising and promotions, reporting an increase in new customers. Advertising and sales-promotion expenses rose 23.1% year on year, but the direction of the measures remained largely unchanged. - FY2018RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy according to the sales channels in key regional areas and run television commercials and online advertising. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in key regions and run television commercials and online advertising, reporting an increase in new customers. - FY2018-Q3RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in key regional areas and run television commercials and online advertising. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in key regions and run television commercials and online advertising, reporting an increase in new customers. Advertising and sales-promotion expenses were ¥3,388.852 million, up 3.1% year on year, although the direction of the measures remained unchanged. - FY2018-Q2RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in key regional areas and run television commercials and online advertising. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in key regions and run television commercials and online advertising, reporting an increase in new customers. Advertising and sales-promotion expenses were ¥2,120.501 million, down 1.3% year on year, although no new changes to the measures themselves were indicated. - FY2018-Q1RestatedAnnual report
「As in the previous fiscal year, the company continued to optimize its advertising strategy in key regional areas and run television commercials and online advertising. As a result, the number of new customers increased steadily.」
The company continued to optimize its advertising strategy in key regions and run television commercials and online advertising, reporting an increase in new customers. Advertising and sales-promotion expenses were ¥1,030.747 million, up 0.1% year on year. - FY2017-Q3RestatedAnnual report
「This year, the company optimized its advertising strategy in the key regional areas for its mail-order, store-sales and distribution businesses and sought synergies with sales-promotion events. As a result, the number of new customers increased steadily,」
The company again reported the optimization of its advertising strategy in key regions, coordination with sales-promotion events, and an increase in new customers. Advertising and sales-promotion expenses were ¥3,287.944 million, up 11.3% year on year. - FY2017-Q2RestatedAnnual report
「This year, the company optimized its advertising strategy in the key regional areas for its mail-order, store-sales and distribution businesses and sought synergies with sales-promotion events. As a result, the number of new customers increased steadily.」
The company again reported the optimization of its advertising strategy in key regions, coordination with sales-promotion events, and an increase in new customers. Advertising and sales-promotion expenses were ¥2,149.133 million, down 3.9% year on year. - FY2017-Q1AdvancedAnnual report
「This year, the company optimized its advertising strategy in the key regional areas for its mail-order, store-sales and distribution businesses and sought synergies with sales-promotion events. As a result, the number of new customers increased steadily.」
During the quarter, the company optimized its advertising strategy in key regions and coordinated it with sales-promotion events, reporting an increase in new customers. Advertising and sales-promotion expenses also decreased 19.4% year on year. - FY2016First statedAnnual report
「This year, a television commercial based on a new concept was successful, resulting in increased brand awareness.」
The company implemented a television commercial based on a new concept during the fiscal year and cited increased brand awareness as an achievement. Advertising and sales-promotion expenses decreased 9.4% year on year.