Case Study: Flowfushi
How do you get real lip service for a cosmetic launch in the most oversaturated beauty market?
Flowfushi was a successful, independent Japanese cosmetics brand looking to create excitement around a limited-edition lip gloss called +1 Degree Swirl. Our job was to get Swirl on the must-have list of fashionable women in Japan for the spring season. But in fashion-and-beauty conscious Japan, we needed to stand out in a crowd of hundreds of better-known cosmetic brands, all with infinitely larger retail footprints, and muscle, brand loyalty and market share.
Trial equals excitement. Sharing equals excitement X 10.
Finding the right beauty products is a never-ending process of trial and error. Even if you love it in the tube, on a display or in a TV commercial, the product may look wrong on your skin. But while there is urgency to get the product into the hands of customers, what’s really key is that they share it out. The more they like, the more they share, the more the excitement.
Make it really hard to try, but really easy to share.
We launched with a purposely tiny pop-up store for just one week in one of the most fashionable areas in Tokyo, well before the line’s release at national retail. Customers who braved the 4+ hour wait were able to try the product and take home two of their favorite colors for free — one for themselves, and one for a friend. Those 3,000 visitors were then able to post their pic to our Flowfushi mural wall, while thousands of others were turned away due to limited capacity.
The campaign generated unpaid YouTube influencer and blogger coverage and countless articles in fashion and beauty magazines. The 400,000 Swirl products sold out within the first month, before the limited-edition run was over. And the creative promotional campaign brought home multiple international retail and design awards.