Cannes Lions


ADK JAPAN, Tokyo / HOYU CO. / 2011

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Hoyu is a strong performer in the Japanese salon hair colour market. However, they did not have a track record with styling products.The client wanted to find a way to introduce styling products into the hotly contested top salon market and establish a brand position, and was looking for a bold proposal to achieve these objectives.


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 thebottle also symbolizes what is in the making. The design concept is the Japanese aesthetic ofpreferring 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.


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 hadnever 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 theprofessional hair styling products market, and achieved 120% of the initial sales goal.

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