Attracting younger customers

「At our directly operated stores and group-affiliated retailers in Japan, we launched “Miru First Contact,” a service that provides 1-day disposable contact lenses at affordable prices together with support for people trying contact lenses for the first time, regardless of age. By supporting customers throughout their eye-care journey from their first contact lenses, we worked to maximize lifetime value.」

「Promotional activities targeting younger customers for “Magic,” an environmentally friendly 1-day disposable contact lens that uses less plastic.」

「Promotional activities targeting younger customers for “Magic,” an environmentally friendly product that uses less plastic.」

「To coincide with the spring enrollment season, a period of high demand, we launched a Menicon Plan new membership campaign targeting students, as well as a referral campaign for existing members, with the aim of increasing the number of Menicon Plan members.」

「We also launched the “1DAY Menicon Spring Start Campaign,” which supports first-time contact lens users starting a new life in spring by leveraging our extensive lineup of 1-day disposable contact lenses, one of our strengths.」

「We streamed an original drama online commemorating the 20th anniversary of Mels Plan to raise awareness of the service among younger people.」

「To raise awareness of Mels Plan among younger people, we produced an original drama commemorating the 20th anniversary of Mels Plan and began streaming it online in July.」

「As mask-wearing became routine, circle lenses attracted attention as a fashion accessory to wear with masks.」

「To meet demand among younger customers, we launched the daily disposable circle lens “1DAY FRUTTIE 30 lenses,” which makes the eyes appear larger.」

「The COVID-19 pandemic delayed visits by people using contact lenses for the first time during the spring peak demand period, but visits are gradually recovering as economic activity resumes. In addition, we ran the “1DAY Debut Support Campaign” through Mels Plan to help first-time contact lens users wear lenses safely and confidently.」

「We sought to acquire new Mels Plan members through the “Mels Plan Member Referral Campaign,” which encourages new memberships through referrals from existing members, and the “Contact Lens Debut Support Campaign,” targeting younger people beginning to use contact lenses.」

「From July, we ran the “Change Your Look with Miru?” campaign at our group’s Miru stores. We worked to acquire new customers by targeting users trying contact lenses for the first time who wanted to start wearing contact lenses or change their look, as well as by increasing the number of stores offering online appointment booking.」

「In April, we broadcast a television commercial featuring Hamabe Minami (浜辺 美波) as the image character. Through this campaign, we worked to appeal to younger people who were beginning to use contact lenses. We also strengthened sales promotion of our contact lens products in spring, the peak demand period, for customers using contact lenses for the first time under the “First-Time Miru Campaign.”」

「Our group aims to strengthen the acquisition of younger users and retain customers by offering contact lenses through Mels Plan that suit each stage of their lives.」

「Our promotional initiatives targeted younger people using contact lenses for the first time. Specifically, we appointed the talent Hamabe Minami (浜辺 美波) as the image character for Four Seasons, which was launched in November, and focused on acquiring new junior and senior high school customers.」

「Specifically, during the peak demand period for new school enrollment, we targeted users trying contact lenses for the first time and ran the Mels Plan spring campaign and an enhanced referral campaign for existing members.」

「We conducted sales promotion activities, including the 1DAY Debut Support Campaign, focusing on acquiring new members among users trying contact lenses for the first time.」

「We conducted sales promotion activities, including the 1DAY Debut Support Campaign, focusing on acquiring new members among users trying contact lenses for the first time.」

「During the peak demand period for new school enrollment, we conducted sales promotion activities such as student support and member referral campaigns, focusing on acquiring new members among users trying contact lenses for the first time.」

「In response, our group aims to strengthen the acquisition of younger users and retain customers by offering contact lenses through Mels Plan that suit each stage of their lives.」

「We plan to progressively expand the renewal of directly operated stores, including store renovations and relocations to street-level locations, with the aim of acquiring new younger customers.」