Hada Labo Tokyo

 

Objectives

- Secure favorable press coverage to coincide with the launch of the US mass market?s first Japanese-born brand
- Generate consumer awareness to drive sales

Tactics

- Hosted 6 US beauty editors in Japan to preview Hada Labo Tokyo in its home country, negotiating simultaneous run dates for all
- Held press events in three major US media markets, consistently reinforcing the brand?s heritage messaging

Results

- Secured an effective multi-media press impact with 6 concurrent national consumer stories at launch
- Achieved 62.2MM impressions and a publicity value of nearly $4.8MM within three months of brand?s US launch
- Witnessed conversion as retailer reported shoppers referencing press coverage at point of sale