Reform of Sales Methods for New Customers

「In addition to the conventional 120-minute trial plan, we introduced the 60-minute “60 Pre-Trial” at all stores from April 2026 to meet customers’ needs for greater convenience and time efficiency.」

「For new customer acquisition, the Company will promote measures using content that conveys the value of its products and the appeal of its services as a new customer acquisition channel, in addition to its existing direct approaches, while strengthening information dissemination. It will also focus on Web marketing, including directing customers from beauty-service search and booking websites, so that it becomes one of the new pillars of its customer acquisition activities.」

「In addition to improving the efficiency of customer acquisition activities and strengthening customer-service training, initiatives such as campaigns for new customers and an accreditation system for staff who excel at serving new customers also proved effective,」

「In addition to the conventional skin checks, the Company will open pop-up shops at large event venues nationwide and at large commercial facilities such as department stores. It will also consider changes to the content of its trial plans and additions to the ways in which they are offered as appropriate, with the aim of further improving customer satisfaction.」

「September is traditionally a month with a high inflow of new customers. To provide further momentum, the Company conducted campaigns to encourage visits by new customers and competitions for staff, resulting in visits by new customers reaching 104.0% of the same period of the previous year during the six-month consolidated accounting period. In addition, larger-volume campaigns for enzyme facial cleansers and other products for new customers raised the average purchase price per new customer to 113.1% of the same period of the previous year, while revenue from new customers reached 111.0%.」

「To develop new customers, the Company is progressively renewing customer acquisition booths that offer skin checks and other services as part of its rebranding. In addition to renewing these event booths, at large events the Company will work to expand points of contact further by demonstrating its core products, including cleansing and facial-washing products, rather than offering skin checks alone, and by setting up consultation areas for prospective new distributors.」

「The Company newly promoted initiatives in collaboration with businesses in other industries, including providing skin checks and hand massages while customers waited for health checkups at medical examination centers and holding skin-beauty seminars in collaboration with yoga instructors. As a result, the number of visits by new customers continued to trend upward, reaching 105.2% of the same period of the previous year.」

「The Company has identified acquiring new customers as an important management issue and is stepping up new customer acquisition activities, including event promotions that had been scaled back since the COVID-19 pandemic. In addition, it introduced limited-time plans under which customers could receive after-sales services after joining without using Beauty Up Points (BP), depending on their initial purchase amount, to help them appreciate the value of after-sales services at its salons. As a result, the average purchase price per new customer increased, and revenue from new customers rose to 112.0% of the same period of the previous year.」

「This fiscal year, we continued to identify acquiring new customers as an important management priority and maintained our initiatives. However, visits by new customers were 98.8% of the prior-year level, and revenue from new customers remained slightly below expectations.」

「The number of new customers acquired at events through sampling and skin checks increased substantially to 141.1% of the same period of the previous year.」

「In addition to attracting customers through event promotions, the Company developed new customer acquisition channels using social media, beauty information websites and other platforms and strengthened its information dissemination, resulting in a substantial recovery in the number of new customers. For the fiscal year ending March 2023, the Company will continue to focus on developing customer acquisition channels to reach new customer segments and expanding points of contact with new customers in order to further increase their number.」

「For new customers, the Company launched a special-value plan combining a salon trial plan with a cosmetic trial set.」

「However, new customer acquisition activities at events remain subject to restrictions, and the outlook for large-scale sponsored events continues to be uncertain.」

「To address the “stay-at-home demand” created by calls to refrain from going out, we began distributing “At-Home Beauty” videos on C’BON’s official YouTube channel and launched free online counseling, “C’BON Online Beauty Advice”※2.」

「Amid these conditions, for new customer acquisition activities in the third quarter, the Company focused on expanding its sales activities by developing new event-promotion venues aimed at acquiring new customer segments and introducing new promotional tools, including tablets.」

「The Company undertook activities to help customers once again appreciate the strength of its products and the need for salon care, including a larger-volume campaign for its flagship cleansing cream, "フェイシャリスト トリートメントマセ." It also implemented flexible, forward-looking measures, including maintaining customer touchpoints through digital media such as self-care videos.」

「New customer acquisition activities resumed with a focus on relatively small events while thorough measures were taken to prevent the spread of infection. However, the resumption of large sponsored events with strong customer acquisition potential was not yet in sight, and the number of first-time visitors declined 83.0% from the same period of the previous year.」

「In addition to providing consistent information to raise awareness and promote understanding of its proprietary skin-beautifying system, "home care plus salon care," the Company created an environment in which new customers could more easily understand its service system by reviewing its sales approach, including renewing customer acquisition tools and introducing initial cosmetic sets.」

「In addition to providing consistent information to raise awareness and promote understanding of its proprietary skin-beautifying system, "home care plus salon care," the Company is focusing on creating an environment that is easier for new customers to understand and get started with, including by renewing customer acquisition tools and preparing cosmetic sets for new customers.」

「In addition to providing consistent information to raise awareness and promote understanding of its proprietary skin-beautifying system, "home care plus salon care," the Company is focusing on creating an environment that is easier for new customers to understand and get started with, including by renewing customer acquisition tools and preparing cosmetic sets for new customers. However, because the Company is still in the process of transitioning to a new sales structure, including staff training, the number of first-time visitors and the number of continuing existing customers declined.」

「During the cumulative first quarter of the consolidated fiscal year, the Company worked to revamp its sales activities targeting new customers with the aim of achieving long-term growth. While continuing to center customer acquisition activities on event promotions, it strengthened Web marketing and is developing it as a new core customer acquisition channel. In addition, with a view to expanding its customer base, the Company is working to provide an easier-to-understand and easier-to-start sales approach for new customers by renewing customer acquisition tools to promote understanding of its business model and preparing cosmetic sets for new customers.」