LUX is well known within Japanese women in their 20’s but they did not have empathy with it as a brand that is for them. Therefore, our communication had to be based on their insights and resonated to their context. Through research, we were aware that they are “Looking up to people who are true to themselves.”

“By flipping the convention of their own limitations and being true to yourself, you can live up to your standards.” LUX itself tried to flip its convention to increase product awareness and sales.

A virtual idol, Miku Hatsune is starring in a TVC for shampoo, instead of a celebrity with gorgeous hair. The story telling is about how Miku tries something new, and finds a new side of herself. The insight is based on the Japanese young adults who often find it difficult to be true to themselves. They also doubt how they can obtain straight hair just by washing their hair, but the film conveyed how small steps in everyday life can make a big difference in your surroundings.

For the women in their 20’s who are used to being surrounded with lots of information, it is difficult to land the message with a little impact. We planned a PR plan that would blow their mind, and would be on the TV news.

At the first-ever Miku’s full orchestra event, the CM was shown for the first time, where many media added to their news topline. Also, when we first aired the TVC, on the exact same day as Miku’s birthday, our target women noticed the buzz and began to watch and share online. After 2months of the product release, the product was often sold out in many stores, with lots of success.