We aimed to connect the targets with the brand in the most efficient and remarkable way possible. We did a tie-up with Japan’s most popular morning TV program that has the most influence over LUX’s target women. While conducting a tie-up with regular programs is extremely difficult as they are the biggest mass media in Japan, we were able to make LUX’s first-ever tie-up program a reality after repeated negotiations. Also, we aired a spin-off campaign commercial linked to the program. Successfully able to create content that conveys the “Born to shine” message in a more relevant manner. In addition, we developed a video capture app that utilizes cutting-edge technology. Users simply need to hold their devices with the app open in front of the TV when the commercial is running to automatically apply for the giveaway campaign. An effective utilization of the multi-screen lifestyle of the users.

- Achieved No.1 share in a haircare category by overcoming its long-time rival, Pantene.

- Improved the following key attributes ('Makes me more confident': +7.5%, 'Lux is the brand for me': +6.1%)