Acquiring New Customers and Building Loyalty Through Hand Wash
First written in FY2016. 3 of 10 entries say "Advanced", first in FY2023. Latest entry: 2026-05-14.
House Of Rose moved to the "Worse" side of this theme in 2026.
The whole theme swung hardest in 2025: 1 of 11 companies on the "Worse" side.
0 other companies' latest entry also says "Worsened".
- 2026-05-14WorsenedRevision of earnings forecasts
「Revenue fell below the previous forecast, mainly because the acquisition of new customers at directly operated stores remained sluggish and the repeat-purchase rate among existing customers declined after the winter sale, among other factors.」
The conditions surrounding new-customer acquisition and repeat purchases by existing customers weakened as factors contributing to the shortfall against the earnings forecast. - FY2025RestatedAnnual report
「House of Rose directly operated stores worked to increase skincare product sales by strengthening their selling capabilities through one-on-one, hands-on service, while also promoting repeat purchases following initial customer acquisition.」
The Company continues to sell skincare products through hands-on service, acquire new customers, and promote repeat purchases. - FY2025-H1Strengthening hands-on service alongside sluggish skincare sales growthAnnual report
「House of Rose directly operated stores are working to improve business performance by increasing skincare product sales through further strengthening their one-on-one, hands-on service through hand washing. This distinctive selling method involves treating customers’ hands as their faces and explaining how to wash the face while touching their hands and using facial cleansers and other products.」
Although the Company continues to strengthen hand washing and hands-on service, skincare product sales remained sluggish during the interim accounting period. - FY2024AdvancedAnnual report
「During the current fiscal year, the Company will further develop its hands-on service, which is recovering from the COVID-19 pandemic, while seeking to increase sales, mainly of skincare products. It will also work to increase the number of customer-list registrants and focus on moving customers from initial acquisition to repeat purchases.」
The Company has indicated a policy of simultaneously developing its hands-on service, increasing customer-list registrants, and moving customers from initial acquisition to repeat purchases. - FY2024-Q3RestatedAnnual report
「As the COVID-19 pandemic subsides, House of Rose directly operated stores have resumed hand-wash demonstrations, a sales technique that is one of the Company's strengths: treating customers' hands as their faces and explaining facial cleansing methods while touching their hands using facial cleansers and other products. The Company is working to improve performance by further strengthening its sales capabilities through customer service involving personal touch for each customer, while seeking to increase sales of skincare cosmetics.」
The Company continues to strengthen its selling capabilities through resumed hand washing and hands-on service. - FY2024-Q2AdvancedAnnual report
「Entering the second quarter, these negative factors gradually subsided, and skincare sales through hand washing increased. In addition, cooling powders and refreshing body-care products performed well amid the extremely hot weather.」
The Company states that skincare sales through resumed hand washing increased in the second quarter. - FY2024-Q1RestatedAnnual report
「House of Rose directly operated stores have resumed hand washing, which was restricted during the COVID-19 pandemic. This distinctive selling method involves treating customers’ hands as their faces and explaining how to wash the face while touching their hands and using facial cleansers and other products. By further strengthening their selling capabilities through this one-on-one, hands-on service, the stores are working to increase skincare product sales and improve business performance.」
The Company continues to resume hand washing and further strengthen its hands-on service, both of which were restarted in the previous fiscal year. - FY2023AdvancedAnnual report
「At House of Rose directly operated stores, the Company will resume hand washing, which was restricted during the COVID-19 pandemic. This distinctive selling method involves treating customers’ hands as their faces and explaining how to wash the face while touching their hands and using facial cleansers and other products. By further strengthening this one-on-one, hands-on service, the Company aims to increase sales and total customer numbers, mainly for skincare products.」
The Company has resumed hand washing, which was restricted during the infectious disease pandemic, and is transitioning to a phase of further strengthening its traditional hands-on service. - FY2023-Q1Continued restrictions on touch-based initiativesAnnual report
「As restrictions continued on customer service involving touch, represented by the company’s core hand-wash service, the number of existing customers in particular remained below expectations.」
Restrictions continued on experiential customer service involving touch, including hand-wash services, and this is cited as a factor behind the sluggish growth in existing customer numbers. - FY2016First statedAnnual report
「The company focused on strengthening skincare sales through hand-wash services, an experiential service in which customers’ hands are treated as the face and staff provide consultations on how to use cosmetics, including facial cleansers and cleansing products, allowing customers to experience the products. In particular, the company promoted the acquisition and retention of new customers by broadly introducing the Milcure Pure line, its basic skincare cosmetics line.」
This initiative combines experiential customer service with introductions to core products to acquire and retain customers.