Developed by a popular head spa specialty store in Ebisu Hitotsu no Shizuku Scalp Essence" developed by a popular head spa specialty store in Ebisu, Tokyo, was renewed in a new package for inbound customers and released on April 23, 2012! The new package was released on April 23, 2012!

Number of Visitors to Head Spa Specialty Shops "Up More Than 600% from Previous Year" Focus on growing interest in scalp care by foreigners

2024.04.17 08:45

Rアイディア株式会社

R-idea Inc. will launch Hitotsuki no Shizuku Scalp Essence on April 23, 2024 in a new, inbound-oriented package.

Hitotsuki no Shizuku Scalp Essence

Hitotsuki no Shizuku Scalp Essence is a scalp beauty essence (hair care product) developed based on data collected at head spa specialty stores and customer feedback. Since then, the product has continued to sell steadily through the company's own e-commerce site, beauty salons nationwide, variety stores, and other outlets.

In 2023, the number of foreign tourists increased due to the easing of restrictions on the Corona Disaster, and demand for Japanese cosmetics at variety stores increased. In this context, "scalp care products" are also increasingly purchased by foreigners, and the number of visitors to our "head spa specialty store Hitotsu-no-Shizuku" increased by more than 600% compared to last year. The growing interest in scalp care by foreigners is evident. This package renewal was undertaken in response to the increase in foreign customers. One of the challenges was to make the purpose of the product easier to understand for foreign customers.

Challenge: Make it easy for foreign customers to understand the purpose of the product.

The previous packaging was designed in line with contemporary trends in the cosmetics industry and displayed only the product title. Therefore, sales staff stood in the stores and explained products directly using presentation materials, telling customers about their features and solutions to their problems while encouraging them to purchase. However, selling the products was time-consuming and labor-intensive, and in stores without sales staff, it was difficult for customers to understand the purpose of the products.

Improvement measure: Renew the packaging so that even foreign customers could understand the product's features and how to use it.

In the cosmetics industry, where fashionable and simple designs are common, we took a cue from the food industry's safe and secure designs and changed to a clear package design that emphasizes our strength as a "product specialized in scalp care" and makes the product's features and usage easy to understand. The new packaging design emphasizes the company's strength as a product that specializes in scalp care. In addition, English descriptions were added to make the product easier for foreign customers to understand.