(1) Consumers are less likely to switch brands of hair-coloring products. Although “Wellaton 2+1” is somewhat costly, we were convinced that consumers would recognize its quality once they used it. Thus, we ran a trial campaign based on newspaper advertising.

(2) When purchasing hair-coloring products, customers tend to emphasize the reputation of the manufacturer. Taking this factor into account, we chose newspaper advertising, a reputable advertising medium.

(3) We saw The Asahi Shimbun as the most appropriate medium to communicate product quality.

(4) Thanks in part to newspaper advertising, we received more than 300,000 applications during this trial campaign. This campaign not only lets us precisely gauge the effectiveness of newspaper advertising, it also gives us access to specific comments and suggestions made by trial participants.

(5) The sales staff of Wella Japan reported that after the advertisement was placed in the newspaper, many customers began examining those specific products in stores. They remarked that the ad had a great impact on them and facilitated product sales. Our market share has also increased, indicating that the advertisement has reached the intended targets.

Hiroko Arai
Group Product Manager
Marketing Department
Consumer Division