Acquiring New Customers Using Mass Media and Social Media

「Promotional campaigns featuring popular influencers and idols」

「Against this backdrop, the company worked to strengthen customer touchpoints and increase brand awareness and acquire new customers by strengthening in-store initiatives at key wholesale partners to drive sell-out, reviewing promotional measures, and holding events featuring talent. It is also strengthening its sales structure for inbound demand in response to changes in the composition of visitors to Japan.」

「The launch of limited-edition packaging featuring popular characters and major influencer campaigns conducted through external e-commerce marketplaces proved effective, resulting in substantial growth in e-commerce sales.」

「In healthcare, sales continued to expand as ongoing digital advertising investment in the functional food W no Kenko Aojiru generated new-customer acquisition and existing customers maintained a high repeat-purchase rate.」

「The company continued to pursue attention-generating promotions, including advance sales of limited-edition products timed to EC marketplace sale events, limited-edition packaging featuring popular characters, and collaborations with influencers and VTubers. As a result, EC sales grew significantly.」

「For PERFECT ONE FOCUS, the company launched limited-edition packaging featuring characters popular with people in their teens and 20s and pursued collaborations with VTubers. As a result, sales grew, mainly on EC marketplaces, and significantly exceeded the initial plan.」

「In direct-to-consumer cosmetics sales, the company has been reviewing its investment strategy since the first quarter, shifting from advertising investment focused on the number of new customers acquired to advertising investment focused on LTV.」

「In EC sales, PERFECT ONE FOCUS targets people in their 20s and 30s. In addition to ongoing influencer appointments and social media marketing, the company launched the limited-edition product "PERFECT ONE FOCUS Smooth Cleansing Balm VC7" to generate interest and raise awareness, resulting in particularly strong sales on major EC marketplaces.」

「In direct-to-consumer sales, the company continued to invest actively in advertising for "PERFECT ONE Glow & Cover Cushion Foundation" in the second quarter, accelerating new customer acquisition further and driving sales.」

「In EC sales, stronger promotional initiatives through campaigns and social media resulted in solid sales on external marketplaces.」

「As a result of active advertising and promotional activity focused on "PERFECT ONE Glow & Cover Cushion Foundation," new customer acquisition progressed strongly and drove sales.」

「The company aired brand commercials featuring Kento Nakajima (中島健人) as the commercial character, developed social media-linked promotional initiatives, and strengthened digital marketing using apps and social media. As a result, domestic EC sales grew steadily.」

「Although the business environment for sales through company-operated stores and wholesale sales remains challenging, the company is working to increase brand recognition and acquire customers by holding pop-up events at 6 locations nationwide and conducting store-exclusive campaigns in conjunction with the launch of the second brand commercial featuring Nakajima Kento (中島健人) as its advertising ambassador.」

「In addition to continued strong upselling of "Perfect One Medicated Wrinkle Stretch Gel" to existing customers in the first quarter, steady new customer acquisition through active advertising investment led to solid growth in domestic EC sales.」

「As part of its brand strategy to acquire new customer segments, the company aired brand commercials featuring Kento Nakajima (中島健人) as the commercial character and pursued promotional initiatives linked to social media. As a result, customer acquisition, particularly among the minimum-life generation (people in their 30s and younger), progressed strongly.」

「In direct-to-consumer sales, sales of seasonal limited-edition products designed for use with the All-in-One Gel by customers using the PERFECT ONE All-in-One Beauty Serum Gel series remained strong. Together with initiatives to acquire new customers through domestic e-commerce sales and active advertising investment in external e-commerce marketplaces, this resulted in net sales exceeding the year-earlier period.」

「To this end, the company continues to pursue new customer acquisition using mass media (television infomercials, newspaper advertising, internet advertising and other media), while also using new media such as social media to acquire new customers.」