COUNTDOWN TO BEAUTY by ADK Asatsu-DK Tokyo for Hoyu Co.

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COUNTDOWN TO BEAUTY

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Industry Hair Care
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomohiro Sakurai
Art Director Mutsumi Ajichi, Kunikazu Hoshiba
Copywriter Hideo Fujimoto
Designer Takashi Murakami, Yasuhiro Nagae, Ayami Yamamoto
Group Account Manager Msasahito Watanab
Account Supervisor Nobuyuki Tanaka
Released September 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: HOYU
Product/Service: HAIR PRODUCTS
Agency: ADK JAPAN
Date of First Appearance: Sep 1 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Tomohiro Sakurai (ADK Japan)
Art Director: Mutsumi Ajichi (ADK Japan)
Art Director: Kunikazu Hoshiba (Katachi)
Copywriter: Hideo Fujimoto (ADK Japan)
Designer: Murakami Takashi (Katachi)
Designer: Ayami Yamamoto (Katachi)
Designer: Yasuhiro Nagae (Iro)
Planner: Kazuya Nakjima (ADK Japan)
Agency Producer: SatoruYokokawa (ADK Japan)
Communication Planner: Kouhei Fjimoto (ADK Japan)
General Manager: Atsuo Outa (ADK Tube)
Group Account Manager: Msasahito Watanab (ADK Tube)
Account Director: Hiroshi Miyamoto (ADK Tube)
Account Supervisor: Nobuyuki Tanaka (ADK Tube)
Media placement: Poster - Hairsalon - 1/9/2010
Media placement: Packege - Hairsalon - 1/9/1010

Describe the brief from the client
Hoyu is a well established brand in the Japanese professional hair colour products market, but a newcomer in professional hair styling products. The brief was to introduce Hoyu professional
styling products into the very competitive, top-class hair salons, and establish a presence, using a very bold and memorable approach.

Describe the challenges and key objectives

A totally new concept and the development of a new design were necessary.
The concept to be executed was 'countdown', and the brand name 3210 is also based on the
concept of 'countdown for beauty', so the numbers are the last numbers in a countdown.
3-2-1-0 can be understood by everyone, and the aim was to express the brand name as a visual rather than a word. By using a visual sign for the brand name, '3210' became a strong
symbol for the brand, as in the product box design, and proved to have extensive campaign ability.

Describe how you arrived at the final design
As the hair dresser is about to finish the customer's hair, the customer's anticipation reaches a high point. The product is used to conclude this countdown to the finish. The shape of the
bottle also symbolizes what is in the making. The design concept is the Japanese aesthetic of
preferring what is 'unfinished but conveys a movement in progress' and a shape that one wants to continue touching. The mould was made by hand, without using any computer graphics, and completed over a time period of two years.

Give some indication of how successful the outcome was in the market
Among the highly competitive professional hair salons, the product was highly evaluated, and was introduced successfully. Since this was a kind of product that the salon top stylists had
never seen before, it was taken up in many salon blogs as a remarkable new product. The product not only answered to the brief, but also established a substantial position within the
professional hair styling products market, and achieved 120% of the initial sales goal.