“Nail art” is a hot canvas for self expression for girls in Japan. If we used these nails as a motif, we felt that the girls could spread messages while having fun.

We set up a website where one could freely design nails, add happy messages, and send them to special persons. Graphics and movies using nails as the theme were also deployed in station ads and on large outdoor display screens. Furthermore, an outdoor event was held where “Nail Mail” submitted was projected on the wall of Lumine on Christmas Eve.

Nails that girls love became a tool to share happiness even with strangers, rather than just one-to-one. Big, big happiness spread to the world of Christmas from girls’ tiny, tiny fingertips.Also, here’s one couple’s happy ending—A man used Nail Mail to abruptly propose marriage to his partner. That was a great surprise to both us and the client. No. of visitors to the PC and mobile websites: 128.5% Sales at LUMINE EST Store: 107.9% *Both are year-on-year changes from 2007 to 2008.