Strengthening the Brand

「At the “60th Anniversary Media Presentation” held in January 2026 to commemorate the company’s founding, we broadly promoted our brand. In line with our branding, we continued strategic renovations, mainly at large stores in the Tokyo metropolitan area, introduced commemorative-design products from the premium deep anti-aging care “C’BON AC Series,” and refreshed the “Facialist Series,” including the core product “Facialist Treatment Mase,” thereby working to strengthen brand promotion and deepen customer experience value.」

「During the interim consolidated accounting period under review, customer acquisition activities at events were active, and the branding project “60th Anniversary Project,” which has been conducted since the previous year, also had an effect. Visits generated through web advertising and referrals from existing customers also remained strong,」

「On 24 January, we opened the C'BON Concept Shop on the first floor of our flagship Roppongi store. In conjunction with the opening, we held the “C'BON Rebranding Presentation” on 23 January, inviting media representatives and influencers.」

「In connection with this branding project, we announced a new Philosophy and corporate logo in November 2023, followed by a new brand concept and visual identity in June 2024. In line with the new brand concept, we refreshed our brand and corporate websites and have been progressively renovating salon interiors. In addition, on 1 July we relaunched 8 of our popular cleansing and facial cleansing products, including the long-selling high-performance cleansing cream “Treatment Mase.” From 1 September, we also introduced new uniforms for facialists working in our salons.」

「As part of the rebranding, we renewed our brand website and brand videos and have been distributing the brand videos on TVer, YouTube and other platforms to increase brand awareness over the medium to long term, rather than focusing solely on short-term acquisition of new customers.」

「In December, we entered into an official partnership agreement with the NEC Red Rockets, a team in the V.LEAGUE DIVISION 1 WOMEN (V1 Women). We plan to provide beauty support to players, including cosmetics and facial care through salon experiences, and to operate a booth offering skin checks and samples to fans and other visitors.」

「To cultivate and expand our base of loyal customers, we are progressively renovating stores in line with the branding project launched together with the new medium-term management plan, while enhancing services through measures such as establishing rooms dedicated to loyal customers.」

「Regarding our directly operated stores, we renovated 3 stores, including the Ikebukuro and Chiba stores, in line with the branding project launched together with the new medium-term management plan. The renovations are designed to make the salons more comfortable for customers and to provide dedicated access routes for loyal customers to further foster customer loyalty, enabling customers to feel even more strongly the value of our salons. We have received favorable feedback from customers.」

「In conjunction with the formulation of our new medium-term management plan, we will launch a branding project to respond flexibly to rapidly changing social conditions and values, pursue and propose a new concept of “beauty” for the future, and remain a company that is needed by society.」

「For the new brand “C'BON Pal,” launched in July, we initiated the “C'BON Pal Pal Project,” which supports people in nurturing and expressing their authentic selves together. On 16 January, we released on our YouTube channel a key visual featuring actress Fukagawa Mai (深川 麻衣), who was appointed as the brand ambassador. In addition, for 19 days from 7 December to 25 December, we held a pop-up shop at the one×one Shinjuku Mylord store, where visitors could experience the world of “C'BON Pal,” centered on the concept “Love and nurture your authentic self,” through a variety of experiential content.」

「We also sought to improve the efficiency of new customer acquisition through web advertising and expand the pool of new customers by strengthening communication on social media, both internally and externally, about salon treatment experiences and the appeal of our products. As web-based customer acquisition activities became more active, the proportion of younger customers in their 20s and 30s increased. In response, we launched the new brand “C'BON Pal” in July, targeting younger customers as its primary market, and worked to improve purchase and retention rates. As a result, the number of customers acquired through web advertising increased 27.3% in the cumulative second-quarter period under review from the second half of the fiscal year ended March 2022.」

「On social media, influencers shared their experiences of salon treatments and the appeal of our products, while C'BON’s official Instagram promoted product sample giveaways and the salon’s extensive treatment services. These initiatives attracted customer segments different from those reached through direct approaches. As a result, the number of customers acquired through web advertising increased 9.7% from the fourth quarter of the fiscal year ended March 2022.」

「We introduced the product review content “FACIALIST REVIEW” on our official website and official online store, and selected official ambassadors from among customers who regularly patronize our company. By having customers, as well as our staff, communicate the appeal of our products and services, we have expanded points of contact with prospective customers and helped improve convenience for existing customers by providing advice when they purchase products.」

「The proportion of new customers visiting stores through web-based customer acquisition activities, which we have been strengthening since the previous fiscal year, increased substantially. It rose from 2.0% in the same period of the previous year to 21.7% in the cumulative second-quarter period under review.」

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

「For new customer acquisition, we shifted from the event promotions※1 we had traditionally conducted to attracting customers through web searches and booking sites. We also reached a broader customer base by offering new services using professional-grade facial devices and selling trial sets.」

「As part of its product-launch initiatives, the company actively conducted promotional campaigns for C'BON Concentrate Plus Vital Cream a, launched in October, and undertook activities to help customers appreciate its product capabilities once again.」

「The company also undertook activities to help customers appreciate its product capabilities and the need for salon care once again, including a new larger-size campaign for its flagship cleansing cream, Facialist Treatment Masque.」

「The company resumed new-customer acquisition activities, centered on relatively small-scale events while thoroughly implementing measures to prevent the spread of infection, but had no prospect of resuming large sponsored events with strong customer-acquisition capabilities.」

「The company explored placements for web advertisements and considered using influencer marketing, but did not establish an effective method. It will continue to treat improving customer-acquisition capability as its highest-priority issue.」

「The number of new visitors declined more than initially expected because of insufficient improvement in the declining customer-acquisition capability of new-customer activities, a key driver of growth, and delays in plans to strengthen various promotions.」

「During the cumulative second quarter, the company pursued reforms in sales activities targeting new customers with the aim of achieving long-term growth. For customer acquisition, it strengthened sales activities targeting companies and organizations closely connected with women, such as bridal businesses, and developed event promotions. It also strengthened web marketing and other initiatives, developing them as new customer-acquisition pillars.」

「While continuing to center customer-acquisition activities on event promotions, the company is strengthening web marketing and developing it as a new customer-acquisition pillar.」

「For customer acquisition, the company is strengthening its overall activities by developing efficient events, enhancing training and education systems for facialists and PR staff dedicated to new customers, and strengthening advertising through transit media, the web and magazines to increase penetration of its brand image.」

「For customer acquisition, the company is strengthening and streamlining its overall activities by developing new event venues, diversifying event content, enhancing training and education systems for facialists and PR staff dedicated to new customers, and strengthening advertising through web, magazines and other media to build brand power.」

「For customer acquisition, the company is strengthening and streamlining its overall activities by developing new event venues, diversifying event content, and enhancing training and education systems for facialists and PR staff dedicated to new customers.」

「The company also placed transit advertisements on 5 private railway lines in the Tokyo metropolitan area to raise brand awareness.」

「For customer acquisition, the company is strengthening store-led event promotions, including closer coordination between beauty staff (facialists) and PR staff, with the aim of improving stores' ability to attract customers, while also strengthening web marketing.」

「For customer acquisition, the company is strengthening store-led event promotions, including closer coordination between beauty staff (facialists) and PR staff, with the aim of improving stores' ability to attract customers, while also strengthening web marketing.」

「For event promotions, the main pillar of customer acquisition, the company is strengthening store-led event activities, including closer coordination between beauty staff (facialists) and PR staff, with the aim of improving each store's ability to attract customers.」

「To provide products with high customer satisfaction as a cosmetics manufacturer, the company will also focus on strengthening its product development capabilities. It will strengthen its marketing capabilities and build a development structure that can respond quickly to market needs, including developing products and health foods tailored to customer needs and sales channels.」

「During the cumulative third quarter, the company focused on strengthening brand power, one of the key initiatives in its medium-term management plan, and worked to rebuild the foundation for balanced customer acquisition by diversifying acquisition channels centered on event promotions. For its main event-promotion activities, the company strengthened corporate sales and pursued new event venues through corporate tie-ups. It also strengthened the participation of beauty staff (facialists) in events and worked to improve customer-acquisition capability by enhancing event content.」

「During the cumulative second quarter, the company focused on strengthening brand power, one of the key initiatives in its medium-term management plan, and worked to rebuild the foundation for balanced customer acquisition by diversifying acquisition channels centered on event promotions. For its main event-promotion activities, the company strengthened corporate sales and pursued new event venues through corporate tie-ups. It also expanded its sales channels into television shopping from April as a new channel and sought to raise awareness of the C'BON brand through infomercials.」

「During the cumulative first quarter, the company focused on strengthening brand power, one of the key initiatives in its medium-term management plan, and worked to rebuild the foundation for balanced customer acquisition by diversifying acquisition channels centered on event promotions. For its main event-promotion activities, the company strengthened corporate sales and pursued new event venues through corporate tie-ups. It also expanded its sales channels into television shopping from April as a new channel and sought to raise awareness of the C'BON brand through infomercials.」

「As key initiatives for achieving the medium-term management plan, the company has identified 3 areas: strengthening brand power, strengthening human resources and strengthening product development capabilities.」