We’ve mentioned that there are certain characters designed to appeal to adults, like Rilakkuma, whose images are used to promote products or services for the grown-up generation (remember the luxury hotel package?). Perhaps the most successful (and clever) example, however are the Bihada Ichizoku (Beautiful Skin Family) characters.
The tale of this animated family, renown for their beautiful skin, began as keitai shousetsu (mobile phone novel) on Girlswalker.com (naturally) in 2005. Then, a sheet facemask using the characters’ images (made by cosmetics company Love Labo) was offered through Girlswalker for a limited time—and sold a purported 60,000 items in one day. Since 2006 an extended series of Bihada Ichizoku beauty products have been available at drugstores nationwide and two years later the products are still a hit, having sold over 6,000,000 items in total and inspired comic books and an animated TV series.
TREND IMPACT
Characters are used in Japan for much more than this single example, and work across multiple industries. We examine this Macro Trend, connecting the dots across multiple industries within our Trendpool innovation database. To learn more about how this trend and others can inspire your own business and marketing efforts, click HERE to explore more.
Nothing in the pics on these products even hints about what the product does-they must not have to contend with foreigners in the stores. I think if I was in Japan I’d have trouble.
The American equivalent would be having a picture of Bugs Bunny on a fruit cake. Cute-yes—relevent-no.
Actually, this is a universalist approach that can work great with american marketing. Due to a relationship established with the character from tv and comics, consumers are already pre-educated concerning the product and the brand identity that is meant to be projected. Instead of viewing the character as an add on to the product, one must view the product as an added value added onto the brand identity of the characters.
Yes, the packaging DO show that these are beauty products, if you can read Japanese…
And these products are made for the Japanese market, where more than 99% of the population speaks Japanese! Why should they design their product so that foreigners who don’t speak Japanese know about them?!? It’s a too small market!
And this product line’s concept is precisely the packaging and character! That is how this product line differentiates itself from other brands!
Why should products sold in Japan accommodate non Japanese speaking foreigners?!?
People like you are the reason why many people think Americans are stupid! Your comment shows your stupidity, we don’t care that you’d be embarrassed if you were in Japan! If you go to Japan, you should expect everything to be in Japanese! The world is not your playground, it does not revolve around you, and no, you shouldn’t expect the world to accommodate you and your inability to speak other languages!