Implementation of a cross-asia social networking campaign in which you can give a coupon for kose's luxury cosmetics brand "decorte" to your friends and get a gift for yourself too. A social gift campaign in which a total of 24,400 people can receive a trial set of cosme decorte brand "liposome". Users who are attracted to kosé or cosme decorte products can give a gift coupon with a message on sns to friends and others who they think would be pleased with the product. The recipients of the gift coupon can redeem it for a product at a department store. this is a high-quality brand experience realized not only in japan but also in asia by sending and receiving gifts through social networking services.

Summary

The Decorte brand's Liposome series is recognized worldwide and boasts overwhelming popularity, winning the No. 1 position in the beauty essence category at the @cosme Best Cosme Awards for the second half of 2021. Despite its explosive popularity, the company faced the challenge of how to convert younger customers, who face psychological hurdles in purchasing high-end cosmetics, into customers.
In order to attract new customers, the first step was to offer young people a chance to try out a product that is usually hard to reach and admired by them, so that they can experience the benefits of the product and become repeat customers. Brand ambassadors were cultivated through SNS in eight Asian countries, and their friends were sent to the distributor and asked to cooperate in the promotion of product use. The ambassadors who were actively involved were invited to Japan for a cosme décor tour. The result: 1 million new customers reached, 9,000 engagements, 4,000 people experienced the brand, and 2,000 UGC.