| Industry | Manufacturing: Men's Cosmetics |
|---|---|
| Annual Revenue | Approx. ¥3 billion |
| Employees | 33 |
| Services Provided | Corporate Identity Workshop / Marketing Strategy / Product Page Optimization |
This company had built solid results in the growing men's cosmetics market. However, during a major product renewal, they hit an unexpected wall: "We don't know how to promote the renewed product."
The product had improved. But they couldn't articulate "what changed" or "why customers should choose it." This frustration led them to consult Meets Consulting with the desire to organize their "strengths that couldn't be put into words."
Meets Consulting's first initiative was "deep-diving into corporate identity." For whom does this product exist, and why? By carefully addressing this question, insights emerged so profound that the client said: "We discovered strengths from new perspectives beyond what we had recognized ourselves."
Conducted workshops to articulate the corporate identity (why this product exists). While mapping competitive positions in the market, we identified the unique position the company should occupy. Clarifying "previously unarticulated strengths" created a coherent axis for all subsequent initiatives.
To redefine "who to reach," we conducted target analysis combining purchase data and market research. Discovering new customer segments invisible under previous targeting, we completely overhauled product messaging and creative assets.
Analyzed time-sale participant repurchase trends to design initiatives maximizing existing customer LTV. Simultaneously advanced new customer acquisition initiatives for the redefined target segments.
Achieved #1 ranking in the men's hair care brand category. EC sales also grew significantly. However, what the manager valued most wasn't the numbers. "The biggest harvest was the change in our team's mindset" — the fundamental transformation in marketing thinking through the project became the source of sustained growth.
"Through the project, we discovered strengths from new perspectives beyond what we had recognized ourselves. By redefining our customer, we were able to acquire new customers. While sales growth was great, the biggest harvest was the change in our team's mindset. We're truly glad we chose Meets."— Manufacturing (Men's Cosmetics), Manager
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