With a circulation of 8 million, The Asahi Shimbun is truly a massive mass-media vehicle. In Japan, newspaper readers tend to rely on home delivery subscriptions.

This system permitted us to supplement a standard L’Occitane Shea Hand Cream ad with a special direct message for targeted delivery to areas in proximity to a new store. Specifically, our idea of wrapping newspapers for delivery to the targeted area in an envelope with a shocking resemblance to dry skin was an industry-first.

This gave readers a sensory experience evoking the image of ‘dry skin’, directing them to the newspaper ad with the promise of ‘hints for coping with dry skin’. A label affixed to the ad itself functioned as a sample coupon, encouraging area residents to visit the new store while simultaneously providing a new brand experience.

The Ueno store opening drew approximately 3,000 guests, an unprecedented number for the opening of an existing brand’s store.

Approximately 700 people formed a line before opening time, drawing the attention of TV news reporters and generating a buzz for the store opening.

46% of the recipients of the direct publicity brought a coupon to the new store and received a sample.

Our initiative not only enhanced brand image, we were also able to target a limited area, capturing a large number of customers and contributing significantly to revenues at the new store, with highly cost-effective communication.