David Blecken
Nov 16, 2018

A Japanese detergent maker’s first steps towards personalisation

CASE STUDY: Lion Corporation developed personalised fragrances in a promotion that it hopes will support larger scale creation of products tailored to the individual.

Participants received fans and fragrances tailored to their attire and mood. (Image: AKQA)

In an effort to position its Aroma Rich fabric softener as more than a commodity, Lion Corporation offered people a fragrant fan based on their personal style.

Developed by AKQA Tokyo, the campaign took place over four days in the summer and is an early manifestation of a broader plan to offer fully personalised softener products.

Targeting women in their 30s, the promotion first invited people to upload their photo to a...

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