When Johnson & Johnson acquired cosmetic brand Dr. Ci:Labo (DCL)’s APAC business (excluding Japan), they needed to make it relevant to the rest of Asia, and particularly, China. At the same time, DCL also needed to jump a cultural hurdle: their Japanese positioning focused on simple routines and a scientific formula, whereas Chinese brands typically highlight a “secret ingredient” to drive purchase.
Golin aimed to drive conversation towards the end-result of moisturized, bouncy skin instead of the products specific ingredients. Golin decided to share the Japanese term “Puru Puru” – instead of “QQ” or “Tan Tan” (common in Chinese) – with the rest of Asia.
Golin then joined Johnson & Johnson’s research team to clarify the “Puru Puru” concept by developing the Six Dimensions of Puru Puru Skin:
- Uruoi (Moisturized)
- Nameraka (Smoothness)
- Hari (Firmness)
- Danryky (Suppleness)
- Kesshoku (Radiant)
- Tsuya (Glows from within)
Soon Golin announced the launch of the brand’s official Alibaba store launch and filmed a compelling interview with DCL founder Dr. Shirono and CEO Ishihara-san.
Business results were astounding: within 15 days of the campaign launch sales increased by 73%; the campaign received over 13.25x return on media coverage investment.
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