Direct Marketing Using Customer Databases and Customer Feedback
First written in FY2019. 11 of 13 entries say "Advanced", first in FY2020. Latest entry: 2026-10-01.
9 other companies' latest entry also says "Restated".
- FY2026-H1AdvancedAnnual report
「Although total brand sales declined due to the impact of restrained advertising investment, various KPIs improved, LTV increased and the regular-customer base expanded as a result of strengthening the company’s core strength in database marketing.」
Strengthening database marketing improved various KPIs and LTV, and expanded the regular-customer base. - FY2025AdvancedAnnual report
「During the consolidated fiscal year, the total amount of capital expenditure and other investments made by the group was ¥196 million, including intangible fixed assets. The main investments were ¥81 million to strengthen the data analytics infrastructure and ¥44 million to strengthen the core system.」
The company invested a total of ¥125 million in strengthening its data analytics infrastructure and core system, advancing the development of the infrastructure supporting database marketing. - FY2024AdvancedAnnual report
「Specifically, we will combine market trends, VOC (※) and our unique value strategy to implement a company-wide strategy of expanding market share through rapid product development and database marketing.」
The company explicitly positioned the combination of market trends, customer feedback and its unique value strategy, together with rapid product development and database marketing, as a company-wide strategy for expanding market share. - FY2024-Q1AdvancedAnnual report
「The CRM strategy centered on the 3-step skincare proposition of “Cleanse, Nourish and Enhance” proved effective, and the proportion of regular customers purchasing multiple products continued to rise.」
The company stated that the proportion of regular customers purchasing multiple products continued to rise as a result of its CRM strategy. - FY2023AdvancedAnnual report
「To achieve further growth, it is important to develop customers among the middle-aged generation (those in their 40s and 50s) and millennials (those in their 20s and 30s), and we recognize strengthening the EC channel as a key challenge. In addition to strengthening digital marketing initiatives using web advertising, social media and influencers, we will establish a new sales model integrating the EC channel with offline channels (drugstores, etc.) and further evolve our core strength in database marketing.」
The company identified the middle-aged and millennial generations as target customers and positioned web advertising, social media, influencers, and an integrated EC-drugstore sales model as measures to advance database marketing. - FY2023-Q2AdvancedAnnual report
「In direct-to-consumer cosmetics sales, we have been reviewing our investment strategy since the first quarter, shifting the focus of advertising investment from the number of new customers acquired to LTV. During the second quarter, we strengthened advertising investment in the All-in-One Beauty Serum Gel series, including PERFECT ONE Medicated Wrinkle Stretch Gel. In addition, stronger promotion of the 3-step skincare approach of Remove, Replenish and Reveal and a CRM strategy to increase customer engagement resulted in a continued rise in the proportion of customers purchasing multiple products.」
The company promoted a CRM strategy to increase customer engagement, strengthening its 3-step skincare recommendations and efforts to encourage multiple-product purchases. The proportion of customers purchasing multiple products continued to rise. - FY2021AdvancedAnnual report
「We will strengthen digital marketing using social media, expand our cross-media strategy, establish a new sales model that integrates online channels (EC) with offline channels (drugstores, etc.), and further strengthen our core strength in database marketing.」
In addition to the existing use of the customer database, the company outlined a sales model integrating social media and cross-media with EC and drugstores. - FY2020AdvancedAnnual report
「During the fiscal year, the total amount of capital expenditure and other investments made by the company was ¥348 million, including intangible fixed assets. The main investments were ¥184 million related to the relocation of the Tokyo office, ¥43 million related to upgrades to the core system, and ¥42 million related to server equipment.」
The company disclosed specific investments related to strengthening the customer database and its supporting systems, including investments in core-system upgrades and server equipment. - FY2019First statedAnnual report
「We will strengthen the database we maintain and the systems that support it, and promote direct marketing of our beauty and health product lines.」
The company stores customer feedback and purchase histories obtained through telephone sales and its online shop in a database, and plans to use them for product development, service delivery and customer relationship building.