Fashion, Music, Vidal SassoonThe campaign used Patricia Field as fashion designer famous for the stylist of “Sex and the City” and “The Devil Wears Prada,” and Namie Amuro as musician, who is the charisma artist for young Japanese consumer, and Orlando Pita, top hair artist who works on the world famous celebrities such as Madonna. Through the collaboration of the big three, created a various entertainment contents that let target consumer feel like to talk about beyond general shampoo message. A full length video for the brand was produced which target could only see on a selected media, capturing high fashion image, and cool hairstyle introduction. The contents include TVCM, Music Video, Special Outdoor posters, Karaoke posters, leaflets, in-store materials, promotion items which all incorporated the big idea of “Fashion, Music, Vidal Sassoon” and provided talking value to consumers in a very approachable way to change the image of the brand to most fashionable brand.

The product’s market share on a monetary basis grew approximately by 200% in the four weeks before and after the product launch.PR exposure equivalent to approximately 500 million yen (US$5 million) of advertising.Over 3 million page views and ranked first by Yahoo! five times. Ranked first in “CM Index,” favourite commercial rankings.

Vidal Sassoon Music and Video ranked first in Japan Pop Charts.