Coty targets bloggers to launch fragrance in Japan

The fragrance, Nikos Sculpture Delicate Fleur, is positioned as a light fragrance for young women in their twenties.

Forgoing a conventional print and TV campaign common to the unveiling of new cosmetic products in Japan, the company worked with G2 Tokyo to develop a media launch party at a prestigious venue in Tokyo’s fashionable Aoyama district that featured model Maryjun Takahashi and popular singer Daigo. The agency invited a number of ‘alpha bloggers’ within the beauty sector to attend the event and sample the product in a move it hopes will generate significant nationwide publicity for the new brand.

Chris Beaumont, president and chief executive of Grey Group Japan, explained that Coty would focus on online marketing and e-commerce in the Japanese market in view of the habits of its target consumers.

“The economics of department stores don’t lend themselves to this audience,” he said, noting the increasing amount of attention devoted to the online space by young female consumers looking for new product recommendations.