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Miyamae : YOLU gave their shampoo a new category name, "Night Repair Shampoo." How do you predict the market size that the "Night Repair Shampoo" category will capture? Osuga : At that time, we looked at examples from other industries to see how much sales could grow in the context of the "nighttime beauty" trend. The shampoo market is already large, so we looked at examples from other industries to see how much sales we could expect in the context of the trend.


Behind every product is the idea of ​​"Chain of Happiness." Matsuoka : I've heard that I-ne does almost all of its product planning in-house. How does that relate to your strengths in product planning? Osugi : We don't do iran whatsapp number data all of our processes in-house, and we sometimes get new ideas when we do business with advertising agencies and OEM companies. That being said, there are two advantages to doing product planning in-house. The first is that when developing a brand's purpose, we can work with an art director from the very beginning to think about the brand's worldview.


This allows us to create the core of the product without having to go through a game of telephone. Our strength is being able to consistently design the parts that are touchpoints with consumers, such as in-store, web LP, and CRM. Another thing is speed. I think it's great to be able to grasp our internal data in real time and turn the PDCA cycle around. Even with regards to communication on social media, for example, if a customer gives us negative feedback about how we're using the product, we can update the web LP the next day with information such as recommended usage.