Hoyu Co. Design & Branding COUNTDOWN TO BEAUTY by ADK Asatsu-DK Tokyo

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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 Yasuhiro Nagae
Group Account Manager Masahiro Watanabe
Account Supervisor Nobuyuki Tanaka
Released September 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: HOYU
Agency: ADK
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Tomohiro Sakurai (ADK)
Art Director: Mutsumi Ajichi (ADK)
Art Director: Kunikazu Hoshiba (Katachi)
Copywriter: Hideo Fujimoto (ADK)
Designers: Takashi Murakami/Hiro Kinoshita (Katachi)
Designer: Yasuhiro Nagae (Iro)
Planner: Kazuya Nakajima (ADK)
Agency Producer: Satoru Yokokawa (ADK)
Communication Planner: Kouhei Fujimoto (ADK)
Promotion Director: Kenji Katsu (Bg Navi)
General Manager: Atsuo Ota (ADK Chbu)
Group Account Manager: Masahiro Watanabe (ADK Chubu)
Account Director: Hiroshi Miyamoto (ADK Chubu)
Account Supervisor: Nobuyuki Tanaka (ADK Chubu)
Media placement: New Products (Bottles) - Luxury Hair Salons, Celebrity &Top Stylists Blogs - 18 September 2009
Media placement: Special Display Box - Luxury Hair Salons, Celebrity &Top Stylists Blogs - 18 September 2009
Media placement: Concept - Luxury Hair Salons, Celebrity &Top Stylists Blogs - 18 September 2009

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 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 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 symbolises 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.