annapost346211404.files.wordpress.com · Web viewIntroduction……………………………………………………………………………..……...….2. SWOT Analysis

Nobara: A “Beauty from Within” Product by Amway

Thriving and Reviving Inc.Emily Anderson, Dominic Haddad, Noelle Hobbs, Rachel Osborn, & Anna Post

Grand Valley State University

AMWAY “BEAUTY FROM WITHIN” PLANBOOK

Table of ContentsIntroduction……………………………………………………………………………..……...….2SWOT Analysis…………………………………………………………………………………...4Situational Analysis……………………………………………………………………………….4

Historical Context………………………………………………………………………....4Market Analysis……………………………………………………………………....…...4Competition………………………………………………………………………………..5

Direct Competition………………………………………………………………...5Indirect Competition………………………………………………………....……5

Secondary Research……………………………………………………………………………….6Primary Research………………………………………………………………………………...14Target Audience………………………………………………………………………………….23

Demographics…………………………………………………………………………....23Psychographics……………………………………………………………………....…..23First-Person Narrative………………………………………………………………....…23Key Insights………………………………………………………………………...……24Messaging………………………………………………………………………………..24

Action Plan……………………………………………………………………………………….26Timeline………………………………………………………………………………....……….33Budget……………………………………………………………………………………………35Evaluation………………………………………………………………………….…………….37AppendixAppendix A: References……………………………………………………………………..…..39Appendix B: Survey……………………………………………………………………….……..42Appendix C: Survey Results……………………………………………………………....……..49Appendix D: App Design………………………………………………………………………...60Appendix E: App Functionality and Reward Levels…………………………………………….61Appendix F: Media List for Pop-Up Shop……………………………………………………….63Appendix G: Email to Major Malls…………………………………………………..………….64Appendix H: Press Release…………………………………………………………..…………..65Appendix I: Pop-up Shop Banner………………………………………....……………………..66Appendix J: Pop-up Shop Photo Frame…………………………………………....…………….67Appendix K: Packaging……………………………………………………………………...…..69Appendix L: Combination Packaging……………………………………….…………………...75Appendix M: Media Kit……………………………………………………………………....….78Contact Information…………………………………………………………....………………...86

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Introduction

Amway was founded in 1959 by Jay Van Andel and Richard DeVos, is based in Ada,

Michigan, and conducts business in more than a 100 countries. Amway is a direct-selling

business that sells health, beauty and home care products including, Nutrition (Nutrilite), Beauty

(Artistry), Health and Beauty (BFW, Satinque Hair Care, Glister, G&H), and Home & Durables

(eSpring, iCook, Atmosphere).

Amway seeks to introduce a new “Beauty From Within” product to the Women under 35

market in Korea and Japan. Beauty From Within (BFW) products are ingestible products that

provide a beauty benefit, essentially working internally for an external and internal benefit.

Consumers are interested in health, beauty, and overall wellness, and there’s a growing need for

healthy and beauty products that go beyond a topical treatment. BFW is becoming an

increasingly popular type of product and has shown success for companies such as, Hum,

Arbonne, Moon Juice, Sugar Hair Bear, and The Beauty Chef.

The communications challenge is to create messaging that is distinguishable from

Truvivity and attract Korean and Japanese women to a new American product. The overall goal

of this marketing strategy is to create a unique Beauty From Within product with impactful

messaging for Japanese and Korean women under the age of 35. This proposed campaign seeks

to establish awareness and purchases within the target market. This campaign will help to reach

the goal of this campaign, through secondary and primary research, strategies, and evaluation of

those strategies.

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SWOT Analysis

Strengths

- Exclusive company

- High end products

- Personalized interaction

- Wide range of consumers

- Internationally recognized brand

Weaknesses

- High price point

- Limited availability

- Heavily relied on word of mouth

- Multi-level marketing as a negative perception

- IBO/ABO is heavily relied on sales of each item

Opportunities

- Collaborating with an accredited brand

- Accessibility

- Different forms of communication

- Increase availability of many products to the international market

- Reward programs

- Influencer marketing

Threats

- Other luxury skincare brands

- Low switching cost, other cheaper options in the market

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Situation Analysis

Historical Context

Amway was founded in 1959 by Jay Van Andel and Richard DeVos and was started

through selling Liquid Organic Cleaner. This product was known to be concentrated,

biodegradable, and environmentally friendly. Since then, Amway has expanded their products

from home, health, and beauty with affiliated brands including, Nutrition (Nutrilite), Beauty

(Artistry), Health and Beauty (BFW, Satinque Hair Care, Glister, G&H), and Home & Durables

(eSpring, iCook, Atmosphere).

Market Analysis

Young women drive this category. The established product needs for the target audience are:

● Allows woman to feel healthy and beautiful

● Provides smooth and clear skin

● Is an easy addition to a nighttime routine

Being a young woman, in addition having other responsibilities in life, is a stressful and

time-consuming task. The time before bed is often the one time that is dedicated to the self and is

downtime for non-stressful activities. With the pressure to look good and feel healthy, young

women are constantly trying to impress others with their looks. With Nobara, people can have

the product they need that clears and soothes their skin, while working to prevent future

breakouts and rough and bumpy skin. Nobara is natural and plant based for sensitive skin, but

strong enough to cut through oil to cleanse deeply into pores. That way there is less time spent

on step after step of a nighttime routine and more time spent relaxing.

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Competition

Direct Competition

Amway is a multi-level marketing company, therefore, some of the companies that are

competitors are Mary Kay, Sunrider, Avon, and Oriflame. For the Beauty From Within market,

competitors include Hum, Arbonne, Moon Juice, Sugar Hair Bear, and The Beauty Chef.

Indirect Competition

The indirect competitors are companies that sell high quality beauty, health, and home

products including, P&G and Unilever. Also companies that sell similar items at a lower price

point may also be an indirect competition.

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Secondary ResearchMethodology

Secondary research was conducted by using Grand Valley’s Summon database and

Google search. Some keywords used to provide results consisted of “beauty,” “health,”

“supplements,” Korea,” and “Japan.” In addition, key phrases, such as, “beauty from within,”

“Korean beauty,” “Korean health,” “Japanese beauty,” and “Japanese health” were used. The use

of secondary research helped to establish preliminary conceptions of health and beauty in Japan

and Korea, and to guide our questions for primary research.

Audience Analysis

Health and Beauty Perceptions

According to Santander, Japanese consumers are increasingly conscious of their health,

which has led to pharmacies becoming one of the fastest-growing retail channels (“Japan”,

2019). In addition, South Korean consumers tend to be concerned with the brand name and

health attributes of a product (“South Korea,” 2019). South Koreans view their appearance as

something that can be improved through products, and not knowing current trends is viewed as

“negligent, ignorant and tasteless” (“South Korea,” 2019). In East Asia, beauty is equivalent to

balance, “the aim is to balance yin and yang in order to achieve inner health and outer beauty,”

which means that they are interested in products that make them feel good and look good (Kong,

2016). Skin is often referred to as “king” in South Korea where a balanced, natural look is

desired with a holistic, in-depth approach (Kong, 2016). GreenBook supports this increasing

trend with the statement that “self-care and stress reduction” have been at the forefront of

purchasing trends for consumers in Asia (Yonehara, 2018). This has stemmed from the high-

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pressure environments that have caused employees and students to feel overworked and find the

need to “de-stress” (Yonehara, 2018).

Self-care is a major concept in Asia, and people are using apps to assist and enhance their

quality of life (“[Infographic]”, 2017). Some popular health apps focus on analyzing sleep data

of the user to give insights on how the user can improve their own sleep habits. (“[Infographic]”,

2017). Another form of apps that is growing in popularity with Asian consumers is mobile

games. The main way that many Asian consumers deal with this stress is through mobile games

(Yonehara, 2018).

Ingredients

There has been increased demand in the Japanese cosmetics industry for natural and

organic makeup products for users suffering chemical sensitivity, allergies, and other issues,

inspiring companies to create innovative products (“Cosmetics,” 2017). Additionally, Japan has a

cosmetics tradition going back centuries that utilizes readily available, natural ingredients

(“Cosmetics,” 2017). Many department stores and shopping malls generally offer products from

leading cosmetic makers, including Shiseidō, Kanebō, Kaō, Kōse, and Pōla along with SK-II and

other skin care specialists (“Cosmetics,” 2017). Traditionally, for Korean women, makeup is

about treating one’s body properly and cultivating both inner and outer beauty (“The Secret,”

n.d.). A clean and soft face was considered beautiful due to Confucianism’s emphasis on thrift

and modesty, which emphasizes a need to skin clearing and moisturizing products (“The Secret,”

n.d.). Generally, Korean consumers have sensitive skin, so it is important to offer the most

effective and gentle ingredients (Mitchell, 2019). Also, Koreans love to incorporate natural

ingredients and have names that are easy to you can pronounce (Fearn, 2017). Korean skincare

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strays from harsh chemicals and chooses to focus on natural ingredients to moisturise and treat

skin, instead of just a quick-fix (Fearn, 2017).

Japanese wild rose supports natural circulation, balances skin, and improves the look of

pores (“Ingredient,” 2019). One of the main benefits of rose water is that it is anti-inflammatory,

which helps to soothe irritated skin (“Wild Rose,” n.d.). Along with being anti-inflammatory,

wild Rose is a natural mild antiseptic and is recommended for acne and skin irritation and is

nourishing and hydrating to the skin and face (“Wild Rose,” n.d.). In addition, absorbing rose

essential oils through the skin transmits messages to the brain region responsible for controlling

emotions and influencing the nervous system (Wong, 2019). These messages are believed to

affect biological factors such as heart rate, stress levels, blood pressure, breathing, and immune

function (Wong, 2019). The health benefits of using rose oil is that is may reduce stress, may

improve sleep quality, and may alleviate anxiety (Wong, 2019). Roses, in general, ar a rich

source of antioxidants, which can help strengthen skin cells and regenerate skin tissue, making it

beneficial for those with sensitive skin (“Wild Rose,” n.d.).

Additionally, white willow bark is the bark of the white willow tree and has been used

for thousands of years to reduce fever and inflammation (Gagnier et. al, 2007). Inflammation is

directly related to acne; for instance someone who has blemishes that are red and swollen, that is

considered inflammatory acne (Palmer, 2019). White willow bark contains salicin, which is

similar to aspirin and studies have shown that willow bark is effective for reducing lower back

pain. It is available dried as a tea, powdered in capsules or as a tincture (Gagnier et. al, 2007).

Green tea is the most popular type of tea in Korea and some regions incorporate green tea

into everything (Hae-Jin Lee, 2009). For example, they make beauty products with green tea, put

green tea in their noodles and even have hot springs where you can soak in mineral waters

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infused with green tea (Hae-Jin Lee, 2009). Green tea is historically used as symbol of the five

taste groups and was used to symbolically represent“ all the various sufferings in life” (Batchelor

& Batchelor, n.d.). In Japan, the subtleness of the well-balanced flavors of green tea make it a

great everyday tea (“Tea culture,” n.d.). A slightly burnt flavor for tea is very much liked by

Koreans as it can be found in their rice water and barley tea (Batchelor & Batchelor, n.d.). They

also tend to like their tea to have a strong flavor (Batchelor & Batchelor, n.d.).

In Japan, green tea is the most common type of tea, and when someone mentions "tea"

without specifying the type, it is green tea to which is referred (“Tea,” 2018). Also, green tea is

the central element of the tea ceremony in Japan (“Tea,” 2018). Hojicha is a type of Japanese tea

made from the roasted stems and leaves of green tea plants harvested later in the season

(“Types,” 2016). This tea was created in the 1920s after tea merchants started roasting tea stems

over charcoal, which created a warm, nutty flavor similar to roasted coffee beans (“Types,”

2016). In addition, the heat from the roasting triggers chemical changes in the leaves, causing

hojicha tea to have a sweet, slightly caramel-like aroma.This roasting gives the leaves their

characteristic reddish-brown color (“Tea,” 2018). Roasting the tea takes out the caffeine, which

makes hojicha a popular beverage options for any time of the day (“Types,” 2016).

Social Media

Asian consumers want to – and like to – share what they’re doing in real-time, which is

why social media takes up a lot of their time (Yonehara, 2018). In fact, the word インスタ映え

(Insta-bae), meaning Insta-worthy/ Insta-grammable was voted one of the words of the year for

2017 (Yonehara, 2018). Many Japanese companies have focused their attention and marketing

efforts on this growing trend, which will continue to be a successful marketing strategy.

According to Pierce Mattie, when advertising beauty products, they need to have “strong visual

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representation on social” (Blogger, 2013). Viewers need to see effective evidence that the

products work. This can be accomplished through using image comparisons to show the “before

and after” results from using the products. After purchasing the product, consumers tend to share

something on social media if it looks good (Yonehara, 2018). Korean consumers who are tech-

savvy, typically research products online, especially through social media, before shopping and

as they prefer to be well informed before purchasing a product (“South Korea,” 2019). This

means that social media plays a large role in the introduction to products and their aesthetics.

Building Relationships and Loyalty

Rhett Power, an Inc. writer, suggests that when establishing loyal buyers, it is important

to use social media to connect with audiences and to build relationships (Power, 2016). In

addition, it may seem obvious, but using customer rewards including: birthday gifts, upgraded

items, and smaller items offered for free with purchase, can help inspire loyalty and repeat

purchases. In Japan, a customer experience driven by genuine and enthusiastic salespeople help

to make the transaction special. Most importantly, “appreciation is a key component of a

Japanese business transaction” (Brennan, 2012). Building a relationship with a Japanese

customer can be started with a simple follow-up of “thank-you for your order” (Brennan, 2012).

In South Korea, there is equal emphasis placed on after sales service (“South Korea,” 2019).

Sampling

According to the JapanTimes, the enterprises offering samples find it an effective

marketing strategy to gauge consumer reaction (Suziki, 2007). Japan has a variety of items that

are given away on the streets such as hand fans or “uchiwa,” and tissues. Free samples for food

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and beauty products are also popular (Sasa, 2015). Korea on the other hand is a little more

difficult. Samples for makeup brands are among the most common. However, they are typically

linked to buying a product form the store first (Poptime Korea, 2014). Although some stores will

use sampling to get customer in the door, the samples are often limited to one per person or

group, limiting the reach of samples.

Purchase Decisions

When it comes to packaging, most Asians prefer playful or relatable packaging

(Yonehara, 2018). Packaging needs to be well thought out because consumers are more likely to

share something on social media if it looks good (Yonehara, 2018). This leads consumers to

choose be more more aesthetically sensitive to package designs and abandoning “normal”

packaging styles. In Japan, the physical packaging of products should be of high quality, with

the product and its instructions presented thoroughly (“Japan”, 2019). Especially because K-

Beauty products have a lot of competition, new products need to be able to attract consumers

attention (Mitchell, 2019). Having an aesthetically pleasing design contributes to an enjoyable

user experience

There has been a growing ecological consciousness where many consumers prefer to buy

environmentally friendly products (“Japan”, 2019). Additionally, the brand name, quality and

product features have been the most important aspects considered when making a purchasing

decision. Similarly, South Korean consumers tend to be concerned with the brand name and

health attributes of a product, so it is important to have these clearly marked (“South Korea,”

2019). East Asians, also, prefer a pure and minimal look when it comes to their beauty, so

reflecting that in packaging can effectively display the benefits of the product (Kong, 2016).

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When naming a product for the Japanese market, Japanese companies do not avoid the

use of English alphabet in their naming, and also include made-up Japanese words written with

the English alphabet, called Romaji, which relates to their mindset of admiration for Western

cultures (“What,” 2016). However, authentic Japanese brand names are more widely used in

product categories that are perceived to be very Japanese. These products include: sake, rice,

green tea, and also those that seek high relevance and familiarity with customers (“What,” 2016).

For Korean brands, only a few adopt Korean in their brand names (“안녕하세요！,” 2018). As

the Korean language is young compared to other languages, it often incorporates a variety of

different cultural symbols (“안녕하세요！,” 2018). The most popular and common approach to

brand naming in Korea is to use an English-friendly composition, because English is an

international language (“안녕하세요！,” 2018). To stand out and blend the two cultures

together, the name Nobara was created. Nobara means “wild rose” in Japanese and refers to a

(rose) bush in Korean. This is an originally Japanese name which was chosen to reflect the main

ingredients used in the Beauty From Within product.

Multi-Level Marketing

Many multi-level marketing (MLM) companies are viewed as “pyramid schemes” and

“pyramid selling” and in the Asian market major players in South Korea were also involved in

fraud scandals which led to their downfall (“What’s Next,” 2013”). This has caused some

hesitancy with cooperation with multi-level marketing businesses. In Asia, online shopping is a

growing force which consumers prefer because of the anonymity of online shopping as opposed

to talking to an MLM representative (“What’s Next,” 2013”). Companies should alter their

business strategy to involve a sense of anonymity and come allow for more than one way to

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purchase the product. To be successful in Japan, for instance, is to understand that “Japanese

people place equal emphasis on both financial and social rewards, and that advocacy is much

more powerful than satisfaction. It's not just about money” (White, 2015). This means that the

social effects impact need to be emphasized and are key when selling.

Marketing Strategy

The goal of this marketing strategy is to create a unique Beauty From Within product

with impactful messaging for Japanese and Korean women under the age of 35. By incorporating

the knowledge of the behaviors of Koreans and Japanese women, it can help to better target

them. The use of mobile applications and social media have proven to be an influential source of

information to the under 35 category.

Looking forward, the use of primary research will be used to further examine the view of

beauty supplements and the use of female empowerment centered campaigns. This can help to

provide clarity on the information already examined. This will help to inform which specific

messages to craft to encourage purchase from consumers.

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Primary Research

Abstract

The concept of Beauty From Within (BFW) may not be a common understanding within

the Japanese and Korean market. This study aimed to examine Japanese and Korean females

under 35 regarding beauty supplements and female empowered campaigns. Research was

conducted via a survey to the Japanese and Korean market resulting that 43.7% were familiar

with the concept of Beauty From Within based on our question: Are you familiar with the

concept of ‘Beauty From Within’ products? Surveying the question, “Would you prefer your

beauty products to be topical, edible, or both?” It was measured that 87.5% (combining both

English and Japanese data) preferred topical beauty items compared to consumable supplements

and 56% (combining both English and Japanese data) would purchase a product that is women

empowered centered. Ultimately, both our primary and secondary research aligned well with

each other, though for further research, conducting focus groups in the native languages

(Japanese, Korean, and English) would gather more accurate and necessary data.

Introduction

Beauty From Within can be a foreign concept depending on geographic location due to

cultural differences. In fact, 43.75% (both English and Japanese) of people stated that they are

not familiar with this concept. The idea behind Beauty From Within is that a product is used to

refresh your skin inside and out. Our goal was to gain a better understanding what people in

these regions preferred and what they do in regards to their beauty.

Our main question was to gauge the understanding of the concept of Beauty From

Within, their importance of skincare and what they do to maintain their definition of beauty.

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According to Yonehara, “self-care and stress reduction” have been at the forefront of purchasing

trends for consumers in Asia (Yonehara, 2018). We want to introduce this product into the

Japanese and Korean market and understanding how we can cater to this audience will help with

the success of the launch. Our population varied from 62.5% from Japan and 37.5% from the

United States. Though those who who took the survey were of Japanese descent. With this

combined research from both English and Japanese survey’s we were able to understand that

93% preferred topical beauty items compared to consumable (pill or tablet) products. Also

68.75% would rather purchase a product in store and 43.75% draw their eyes more so towards

clean and white packaging. we found that 62.5% use loyalty or reward programs and because

some are using apps to enhance their quality of life (“[Infographic]”, 2017) 43.75% stated they

would be interested in downloading an app to track rewards regarding the Beauty From Within

product. 50% said they would purchase a product if it was female empowerment focused.

Methods

We conducted our primary research through the use of a survey using GVSU Qualtrics

(See Appendix B). We distributed 3 types of surveys that were translated into Korean and

Japanese, in addition to our English version. This was so that we could directly cater to the

audience that was unable to fully understand the questions being asked in English. In regards to

recruitment, we reached out directly to those who currently live in Japan or in the United States

through social media, providing the surveys in English, Korean, or Japanese depending on the

preferred language. The survey sent out to those via social media were told that this was

voluntary and all information provided was confidential. We also reached out to a private

Facebook page that was a community of half Japanese citizens. In this Facebook post, survey

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links were provided in all languages and clearly communicated that this was voluntary and

confidential.

Data collection was done via a survey with a variety of multiple choice and short answer.

Questions varied from the participants general skincare. Regardless if they were familiar with

Beauty From Within, understanding the impact or influence of a celebrity or influencer

endorsement of a product or service. All questions were required to answer for the purpose to

receive accurate and detailed results. After collecting data for Japanese and Korean surveys, they

were translated to compare to our English version of the survey. All surveys were compared

together, however due to some of the questions from the Korean and Japanese survey not

aligning exactly, only questions that were of the same topic or question were analyzed. Similarly,

topical questions from each survey were combined. The decision to conduct a survey instead of a

focus group was because of the various language barriers. Focus groups would have to be

conducted in a variety of languages or there would have to participants who know a common

language in order to have concise data. The risk with this, however, is that the collection of body

language or a full understanding of questions being asked may be skewed due to cultural and

language barriers.

Results

The two surveys were composed of 11 questions and translated into Japanese and

English. There was a total of 16 responses from people who have a Japanese cultural

background.

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Figure 1: Question 3 English Survey “Would you prefer your beauty products be topical, edible,

or both?”

Figure 2: Question 3 Japanese survey

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Figure 3: Question 6 English survey “How much do you spend on a beauty product?”


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Figure 5: Question 8 English survey “Do you use reward/loyalty programs?”


Analysis

In the surveys, beauty was commonly defined as being healthy, natural, genuine, and a

form of self-care. This means that respondents see beauty as something beyond just what

products they put on their face or body. Beauty is an entire essence and is related to health.

Respondents indicated that exercising and drinking water were indications of a healthy lifestyle.

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Majority of respondents indicated that they frequently think about their health. This is important

to note when creating a beauty from within product and when crafting messages to this audience.

Most participants indicated that out of examples of goals that individuals seek when

purchasing health and beauty products, to clear and to moisturize skin are highly favored.

This is a product aspect to consider adding when creating a new beauty from within product to

attract this market. When it comes to packaging styles, a black and white/clean look along with

an earthy/natural style were prefered. The idea help to determine what packaging would be most

appealing to the audience and what look is shareable on social media.

An insight that is important to note is that an overwhelming majority of survey

respondents indicated that they prefer their beauty and health products to be topical. With that

being said, many did not have consumable supplements as apart of their beauty routine. In

addition, when considering the respondents’ thoughts on edible supplements that enhance beauty

and health, nearly all respondents indicated they neither liked nor disliked. This insight is

important to note, because introducing a Beauty From Within product needs to address the

hesitancy of edible products. To introduce a consumable product, it could be in another form

other than a tablet, and it could be paired with a topical product. Additionally, a large quantity of

respondents said they like brands they are familiar with and are willing to try new products. This

could allow for a collaboration with a popular brand to introduce consumers to the new product.

The larger part of the respondents typically purchase their beauty products in store, and a

few indicated they purchase online. This information can be used to make a purchase experience

similar to buying at a store, such as introducing the product at a physical store. As a physical

store allows for the opportunity for sampling. This is important considering that respondents

indicated that sampling the product influences their likelihood of purchasing the product. Also,

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the option to purchase online can be made possible through a virtual form of purchasing from an

IBO/ABO, such as an app.

When it comes to social media, most survey respondents indicated that they hear about

new beauty and health products through social media and friends. The use of celebrity influencer

endorsement was seen as a viable way to have consumers be more likely to purchase an item.

This information shows the dependence on social media for trendy new products and can be used

to introduce a new BFW product and show its benefits. For female empowerment centered

messaging, most respondents prefer those campaigns and it would likely buy the product with

that messaging.

The current opinions of the respondents regarding loyalty programs are that more than

half currently use reward programs. In addition, majority of respondents indicated that they

would consider using a mobile app to make tracking your rewards easier. This insight is

important to note because using a rewards program can be a great way to encourage customer

loyalty, and using app is an easy way to do it.

Discussion

Our secondary and primary research aligns well because we found that simple and natural

packaging is preferred as well as using social media as a way to connect with the audience. We

were able to confirm that a majority are not familiar with the terminology Beauty From Within,

however they understand the concept when explained. With the results we have gathered, we are

able to understand what would be preferred within the Japanese market, however, due to to our

sampling size, we do not have any results from Koreans. Our limitations included not being able

to gather applicants from this area therefore creates bias results understanding that it is primarily

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Japanese influence. We could have provided more multiple choice questions instead of open

ended to be able to gather a more precise and categorical response. With our results, we would

be able to conduct focus groups broken up into sectors; from United States, from Japan, and from

Korea. A few questions that were still unanswered pertained to edible and topical supplements to

fully understand why or why not they aren’t preferred. To improve the study, we could have

directly aligned the versions of the surveys to directly reflect each other. While some did mirror

each other, many were different questions that made it difficult to compare to each other. Also

differentiating how many from our sample are from Japan, Korea, or the United States while

making sure that our audience participating are of Japanese and Korean descent.

Conclusion

The survey results from the Japanese survey and the English survey yielded results

regarding the current opinions and habits of Japanese and American women under 35. These

results filtered into various categories relating to beauty and health perceptions, product type,

packaging preferences, purchase behavior, and communication. These insights will be used to

craft strategies for the campaign to address the needs of Japanese and Korean women under 35,

while creating effective messaging to introduce a new beauty from within product.

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Target Audience Demographics

● Women

● Ages 18-35

● College student or college graduate

● Part-time job to full-time career

● Median annual income: ¥3,360,195.00 Japanese

● Lives in a large/tourist city

Psychographics

● Value what their peers think of them and the products they use

● Wants products that provide health benefits along with beauty results

● Relies on social media and friends to inform purchase decisions

● Active on social media, specifically Instagram

● Lives a stressful and busy life

First-Person Narrative

“My name is Momoka and I am 20 years-old. I currently attend Hiroshima University

and am studying Biological Science. When I am not in class, I am working a part-time job at

Uniqlo, a clothing store near my apartment that I share with my close friends. When I have some

downtime, you can find me scrolling through my Instagram feed and following health and beauty

influencers like, Asahi Sasaki and Pony. I enjoy watching makeup tutorials and am constantly

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trying new products to clear my skin. My friends and I love sharing new products that we have

tried and are constantly DMing eachother products that we try on Instagram. I try to live a

healthy lifestyle, but it can be hard since I am always on the go and rarely have time for myself. I

have tried taking multivitamins, eating various fruits and vegetables, and different types of skin

products, but it would be so much easier if I had just a few items to help clear my skin. It would

be nice if I had something that allowed me to have clear and smooth skin that is easily adopted in

my current bedtime routine.”

Key Insights

● Woman has busy schedule

● Want to feel beautiful and healthy

● Wants to use products that their friends would be interested in

A hectic schedule, which consists of school and work, have made it difficult for young

women to have a time-heavy routine dedicated to health and beauty. They want to use trendy

products and have personal time and be able to share their health and beauty routines with

friends. Japanese and Korean women under 35 are looking for an easy-to-use product that can

give them clear and smooth skin made with natural ingredients, without the hassle of using a

multitude of products.

Messaging

Primary Messages

Nobara is an easy addition to a nightly routine that moisturizes and clears skin to empower

women.

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Secondary Messages

Nobara is a high-quality, trendy, and herbal-based product that seeks to improve beauty from

within.

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Action Plan

The three objectives included in our campaign are to establish communication for

IBOs/ABOs, to be featured in Elle Japan and Elle Korea, and to have 10K followers on product

social channels. These objectives will be implemented and recorded by using three research-

based strategies for each, along with specific tactics to carry them out.

Objective 1

The first objective is to establish communication for IBO’s/ABO’s and to produce 10

customers per ABO by the end of 2021. As a new brand, establishing communication between

ABO’s and customers is a priority to continue growing the brand. The first strategy to help

achieve this objective is to build a Nobara app. The app allows for customers and ABO’s to keep

track of the products they have sold or bought, as-well-as, product-related events and social

media updates.

Santander Trade states that Korean consumers are becoming less concerned with buying

products made in South Korea and are becoming more inclined to purchase non-domestic

products, often at much lower prices. In addition, price has become an increasingly important

consideration for Japanese consumers and although they have been reluctant to buy foreign and

cheaper products in the past, they have become progressively more open to them over time. This

audience has shifted and are now flocking to discount and online retailers for their products.

Through our survey, respondents indicated that they purchase products online, and an app would

simulate the feeling and ease of an online transaction. Therefore, within the Nobara app, ABO’s

ability to distribute these unique promo codes will help to affirm and reward their customers.

According to our primary research, 62.5% of respondents currently use loyalty programs, and

43.75% of respondents are interested in the idea of downloading a mobile app to make tracking

26


rewards easier. The Nobara application will be used as a major source of communication

between ABO’s and customers.

Our secondary research supports that the increase in self-care of people in Asia have

turned them to apps for assistance in enhancing their quality of life. For users, Nobara will serve

as a fun platform to share their experiences with the beauty from within product. The Nobara app

will feature a game-like setup to cater to the consumers dealing with stress (See Appendix D).

Mobile games, which are a growing market all over Asia, allow consumers to partake in small

“indulgences” while using mobile games. Consumers will be able to unlock new beauty and

health tips, in addition to other rewards, by building up points for the products they have

purchased (See Appendix E). Customers will also be able to earn points through attending ABO

sponsored events or posting to Instagram using a unique hashtag. The app allows for ABO’s to

track their progress and sales through a customizable promo code they can distribute to their

customers. This is important because in Japan, appreciation is a key component of a business

transaction and earning points and rewards is a way to thank customers for their loyalty and to

build strong relationships between ABO’s and customers. According to Rhett Power, a columnist

for Inc., offering rewards can help with customer retention and encourage additional purchases.

Our last strategy for establishing communication with IBOs/ABOs is to have pop-up

shops located in various high traffic health and beauty stores in Japan and Korea. This can also

include malls and shopping centers. This is because, 81% of our respondents reported that they

would like to try a product before buying it. In addition, majority of the respondents typically

purchase their beauty products in store, which means that a pop-up shop can draw attention and

gain awareness for the product when consumers are at the store looking for new beauty and

health products. This allows consumers to think about Nobara products when making a purchase

27


and to create an interactive experience for women in our target market. This will help because

43% respondents stated that they have not heard of BFW products before. Customers are able to

put a face to the IBOs/ABOs, be introduced to a new product, and try it before buying it, because

IBOs/ABOs will be hosting the shops.

These pop-up shops can accomplished by contacting highly populated beauty and health

stores in Japan and Korea to host said pop-up shops (See Appendix F). Then, a press release will

be sent to local media outlets (See Appendix G) to gain awareness of the pop-up and drive traffic

(See Appendix H). In addition, the products will need to be provided, so IBOs/ABOs can offer

them to visitors at the stand. An infographic banner with nutritional facts of the product will grab

the attention of customers walking by (See Appendix I). It will have a QR code at the bottom

liked to the website and will suggest to download the app. This will help connect IBOs/ABOs to

their potential customers. The IBO/ABO will have business cards with their contact information,

social media, email and phone number. The pop-up shop will consist of a photo frame, which

will contain a Nobara branded hashtag, will be available for people can take pictures with it to

share on social media (See Appendix J). Lastly, for those who visit the pop-up shop and try the

product, they will be entered into a drawing to win the full-size product. This would include

them using the designated hashtag via social media, #NobaraNoProblem, and the winner will be

notified through a direct message, depending on if they used Twitter or Instagram, and will

receive the full-size product in the mail. This hashtag will be used to show the simplicity of the

product and how health and beauty can be effortless for the consumer. The drawing will have the

applicant's name and email, in case they are unable to be reached via social media. According to

our research, we found that 29.72% percent of respondents find out about new beauty products

from social media and 16.22% find new products from friends.

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Objective 2

Our second objective is to be featured in Elle Japan and Elle Korea Magazine by the end

of 2022. To accomplish this objective, our first strategy is to design engaging packaging that

appeals to Japanese and Korean women under 35, because packaging is the first thing they see

(See Appendix K). According to our research, consumers are more likely to share something on

social media if it looks good. In addition, because of the competition with K-Beauty products,

new products need to be able to attract consumers attention and look worthy enough to be

shareable on social media. Having an aesthetically pleasing design contributes to an enjoyable

user experience Our primary research was inconclusive, so we suggest using an earthy and a

white/clean packaging design, which were the most popular designs selected, and do A/B testing

to see which one is more successful. This is supported by our secondary research that states that

Korean and Japanese women prefer a minimal, natural look when it comes to beauty, so

packaging should reflect that.

The container which holds the product will be frosted glass for the cream and the tea tin

because many consumers in Japan prefer to buy environmentally friendly products, according to

Santander. For the earthy packaging, the lid will be made of bamboo, whereas the white/clean

packaging design will have a silver top. The products will be packaged together to display that

both products will help give the consumer clear and smooth skin. The ideal packaging style will

be a tea tin with an unscrewable compartment at the bottom, which will hold the cream.

Our second strategy is to create a Beauty From Within (BFW) product that helps

customers deeply moisturize and clear skin overnight. Our primary research shows that 37.5% of

respondents wanted clear and soft skin. It is important to note that many Asian consumers have

29


sensitive skin, so it is important to incorporate gentle ingredients like Japanese wild rose. This

product will consist of a pairing of two products, consisting of ingestable and topical products

that are packaged together. According to primary research, 87.5% of respondents indicated that

they prefer a topical beauty and health product over an ingestible one. This allows us to use a

different kind of supplement that many people already use, tea. This allows us to introduce a

consumable BFW to their beauty routine. The tea will consist of natural ingredients including

Japanese Wild Rose hips, White Willow Bark and Hojicha. All of these ingredients promote the

reduction of inflammation inside and out healing the body from all angles. In addition, a facial

cream to be used at night will include Japanese Wild Rose hips and White Willow Bark, which

will help with inflammation that comes from acne and provide smooth skin.

Another strategy is to partner with with accredited brands, such as Shiseido (Japan) and

COSRX (Korean) because of Japanese and Korean hesitance with multi-level marketing (MLM).

According to secondary research, when major MLM companies, JU Network and We Best in

South Korea were involved in fraud scandals that led to their downfall, this caused some

hesitancy in MLM brands in South Korea. To ease this concern, we suggest developing a product

hybrid with the most popular product from the Shiseido (Japan) and COSRX (Korean) and a

BFW product. This includes offering the products together to introduce the Nobara product with

brands that the Korean and Japanese market trust (Appendix K). Research showed that both

South Korean and Japanese consumers tend to be concerned with brand names. By pairing the

Nobara products, with a brand consumers already trust, it can introduce them to the product and

encourage loyalty. To make sure that the BFW product is the main focus, the packaging will

display a clear collaboration of the two brands but highlighting the new BFW product (See

Appendix L). We suggest using Shiseido's White Lucent Brightening Cleansing Foam. Shiseido

30


is a leading cosmetic makers that is offered in many department stores and shopping malls

(“Cosmetics,” 2017). The cleansing foam is gentle and purifying and whisks away impurities

with a fresh, creamy lather while protecting skin's vital moisture (“White Lucent,” n.d.). This

skin care product“purifies the complexion and promotes a look of inner radiance” (“White

Lucent,” n.d.).

Objective 3

Our last objective is to have 10K followers on the product line’s Instagram by 2022. This

will be accomplished through using health and beauty social media influencers in Japan and

Korea to share products on social media, specifically Instagram and YouTube (See Appendix

M). Our research shows that beauty-related products need strong visual representation on social

media because people want to see that the product actually works, and Instagram and YouTube

are highly visual platforms. South Koreans feel the need to be up to date on current trends and

not knowing current trends is viewed as “negligent, ignorant and tasteless,” so social media is a

common form for them to stay up to date (“South Korea,” 2019). Korean consumers typically

research product online, especially through social media, before purchasing a product (“South

Korea,” 2019). In addition, through primary research we found that 29.72% percent of

respondents find out about new beauty products from social media. This will be carried out by

emailing health and beauty social media influencers in the Japanese and Korean markets and

offering free product samples and payment.

Influencers will be provided some content to include in their featuring of products, but

will craft their messaging in a way that best fits their audience. South Korean consumers tend to

be concerned with the health attributes of a product and Japanese consumers are increasingly

31


conscious of their health, so these product features will help to highlight the positive attributes of

the product. These features may include the influencer using “before and after” image

comparisons to show positive results from using the product.

The final strategy to achieve 10K followers on the product line by 2022 is to create a

hashtag campaign for Twitter and Instagram for customers to share the products that they are

using. In the loyalty app, there will be specific hashtags customer can use to earn points. Also,

additional rewards can be earned in the app by following/subscribing to the brands social

channels. In addition, a female empowerment driven beauty campaign where people can share

their experience with a hashtag will be implemented with the hashtag #NobaraNoProblem. We

found that 56% of respondents indicated they would be more likely to purchase a product with

female-empowerment centered messaging.

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Timeline

Q2 2019

Q3 2019

Q4 2019

Q1 2020

Q2 2020

Q3 2020

Q4 2020

Q1 2021

Q2 2021

Q3 2021

Q4 2021

Q1 2022

Q2 2022

Q3 2022

Q2 2022

Objective 1: Establish communication for IBOs/ABOs to produce 10 customers per IBO by the end of 2021.

Strategy 1: Create rewards program

Tactic 1: Create an app to track rewards

Tactic 2: Determine reward levels

Strategy 2: Host pop-up shops

Tactic 1: Contact high populated beauty/health stores

Tactic 2: Press Release

Tactic 3: Create signage for shop to indicate to share on social

Tactic 4: Pop-up shop set-up

Objective 2: To be featured in Elle Japan and Elle Korea Magazine by the end of 2022.

Strategy 1: Design engaging packaging that appeals to TA

Tactic 1: Design clean/white and nature-inspired packaging

Tactic 2: Conduct A/B testing

Strategy 2: Create a BFW product that helps give customers smooth and clear skin

Tactic 1: Make product with Japanese Wild Rose, white willow bark, and hojicha tea ingredients

Strategy 3: Partnering with an accredited brands such as

33


Shiseido (Japan) and COSRX

Tactic 1: Develop a product combination from the accredited brand and Nobara line

Objective 3: To have 10K followers on product line Instagram and YouTube by 2022

Strategy 1: Use health and beauty social media influencers to share products on social

Tactic 1: Contact health and beauty social media influencers in the Japanese and Korean markets

Tactic 2: Provide media kit content to give to influencers

Key

Planning

Execution

Evaluation

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Budget

EvaluationObjective 1

To gauge success for Objective 1, the app will be the driving force. The Nobara app

serves as the main communication for the ABO and customer. The app will have a specific log in

section for the IBOs/ABOs which keeps a list of customers underneath them. There will be a

tracking system within the app through referral codes. Each IBO/ABO has their own code and

that is how customers get to be apart of their “community” on the app. This will keep track of

which ABO has the most customer involvement. This contributes to our objective of establishing

communication for IBOs/ABOs to produce 10 customers per IBO. The app records the amount

of customers that each IBO is communicating with and selling to. This IBO is able to easily track

how many customers they have and allow for the goal is be easily evaluated. Additionally, this

35


provides a tangible amount of profit that is being brought in for the Nobara product and easily

tracks transactions, which can influence new targeting strategies.

The second strategy is to gain new customers through the use of interactive pop-up trial

stations in various malls in Japan and Korea. This allows consumers to try the products and share

on social media using the hashtag #NobaraNoProblem to track the media traffic created by each

media post. Each post with a hashtag counts as one engagement. The IBOs/ABOs working the

pop-up shop will ask clients to take a picture with the photo frame and post it on Instagram. The

more steps involved, the less user engagement. The pop-up shop should have 100 posts per pop-

up each day to be successful. If the pop-up shops fails to gain the social media coverage

necessary, it will not be a success. In addition, if there are 200 visitors per pop-up shop day, it

will be considered successful. At the pop-up shop, samplers will be encouraged to download the

Nobara app and talk about promotions within the app. This will engage consumers, even if they

don’t take part in sharing a photo on Instagram. Based on this, if the hashtag #NobaraNoProblem

is engaged with at least 500 times by the end of the first year, this will be successful. Given that

the audience uses social media as a source for finding out about new health and beauty products,

this will will help to create awareness for the new Nobara product and allow consumers to get

used to seeing the name. In addition, the hashtag displays the ease of use of the product, and its

unique name will prompt viewers to learn more. This will help to gain 10 customers per

IBO/ABO because they will be the ones hosting the pop-up shops and will be making

connections with those who visit, so they can help to build their customer base.

Objective 2

36


In order to be successful for the second objective, the Nobara product should be featured

in Elle Japan and Elle Korea at least one time by the end of 2022. This could be in the form of a

dedicated article or just a mention of the brand on their website or in their magazine. We are

looking to break into this market with a new product, so any mention in the publication is

beneficial. Magazine mentions will be monitored through Google Alerts and will be considered

successful if 20,000 readers/viewers is reached. This means that, electronically, they spent time

looking at the page in the magazine that has our mention. This does not mean that 20,000 people

buy our product, this means that 20,000 people are now aware of our brand. If by 2022, Nobara

is not mentioned by Elle Korea or Elle Japan, the campaign may still be successful with

Objectives 1 and 3 succeeding. This will be because of the engaging packaging and the botanical

ingredients that are included in the product. In addition, the partnership with an accredited brands

such as Shiseido (Japan) and COSRX, helps to add credibility to the new product, allowing for

more opportunity to be featured in a well-known magazine. The recognition will help to establish

the Nobara brand as a quality beauty and health product for the target audience.

Objective 3

When evaluating the third objective, success will first be measured by the achievement of

having 10,000 followers on the Nobara Instagram by 2022. The account will need to show a

gradual increase of followers monthly and steadily throughout the first three years of the launch.

The strategic media plan will be considered successful if it promotes Nobara to its 10,000

follower goal on Instagram. The success of collaborations with Japanese and Korean influencers

will be based on how many posts are shared. In order to be successful, the social media tactic

will need to reach at least 4,000 mentions on Instagram. This means that almost half of our

37


desired social media following will have tried and liked the Nobara product enough to share it

with their followers.Social media is a main form of sharing among the target audience, and this

establishes credibility for the brand when a friend shows support for a beauty or health product.

These mentions will be tracked by having the promoters use the hashtag #NobaraNoProblem

when they post about the Nobara product and tag the product’s Instagram page for further

mentions. When collaborating with Japanese and Korean influencers on Instagram, the strategy

will be successful if Nobara pairs with at least one influencer from each target area within the

first 6 months of launch. The number of influencers should increase by one every six months in

both target markets throughout the first 3 years. The strategy would be considered very

successful if connections are made with multiple influencers in the same amount of time. The

influencer involvement will allow the Nobara brand to be shared directly with those interested in

the product.

The campaign will be considered successful overall if objectives 1 and 3 are both

successful. Objective 2, while still important to the campaign, is less vital than 1 and 3.

Appendix AReferences

안녕하세요！What Does Korean Culture Bring to Brand Naming | Labbrand BrandInnovations. (2018, January 16). Retrieved April 9, 2019, fromhttp://www.labbrand.com/brandsource/what-does-korean-culture-bring-to-brand-naming

[Infographic] Consumers in Asia: 8 Trends to Watch in 2018 | EYE ON ASIA. (2017, December14). Retrieved March 30, 2019, fromhttps://www.d8aspring.com/eye-on-asia/2018-asia-consumer-trends

Batchelor, M., & Batchelor, S. (n.d.). The Korean Way of Tea. Retrieved April 2, 2019, fromhttps://www.stephenbatchelor.org/index.php/en/the-korean-way-of-tea

Blogger, G. (2013, June 07). Promoting Beauty Products via Social Media. Retrieved March 30,2019, from

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http://www.piercemattie.com/blog/promoting-beauty-products-via-social-media/

Brennan, B. (2012, May 01). 'Can I Help You?' Three Ways The Japanese Do Customer ServiceBetter. Retrieved March 30, 2019, fromhttps://www.forbes.com/sites/bridgetbrennan/2012/04/23/three-habits-of-japanese-mercants-that-could-save-u-s-retailing/#35cb002a6c4e

Cosmetics in Japan. (2017, June 17). Retrieved April 9, 2019, fromhttps://www.nippon.com/en/features/jg00093/cosmetics-in-japan.html

Fearn, R. (2018, March 06). Charlotte Cho breaks down Korean skincare for us... RetrievedMarch 30, 2019, fromhttps://www.glamourmagazine.co.uk/article/charlotte-cho-korean-skincare-interview

Gagnier, J. J., Van Tulder, M. W., Berman, B., & Bombardier, C. (2007, January 01). Herbalmedicine for low back pain: A Cochrane review. Retrieved April 2, 2019, fromhttps://www.ncbi.nlm.nih.gov/pubmed/17202897

Hae-Jin Lee, C. (2009, May 13). Green tea is more than a way of life in South Korea. RetrievedApril 9, 2019, fromhttps://www.latimes.com/food/la-fo-greentea13-2009may13-story.html

How to get free makeup and cosmetic samples in Korea. Poptime Korea. (2014, August 5).Retrieved April 9, 2019, from http://poptimekorea.blogspot.com/2014/08/how-to-get-free-makeup-and-cosmetic.html

Ingredient: Japanese Wild Rose. (2019). Retrieved April 2, 2019, fromhttps://www.tatcha.com/japanese-wild-rose.html

Japan: Reaching the consumer. (2019, March). Retrieved March 30, 2019, fromhttps://en.portal.santandertrade.com/analyse-markets/japan/reaching-the-consumers

Kong, D. (2016, September 21). Unmasking East Asia's Beauty Ideals. Retrieved March 30,2019, fromhttps://www.businessoffashion.com/articles/global-currents/unmasking-east-asias-beautyideals

Mitchell, A. (2019, January 17). The Truth Behind Korean Beauty and Skincare Products.Retrieved March 30, 2019, fromhttps://www.skincarebyalana.com/blog/korean-beauty-change-your-mind/

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Palmer, A. (2019, March 31). Inflammatory Acne Causes and Treatment. Retrieved April 9,2019, from https://www.verywellhealth.com/inflammatory-acne-3960822

Power, R. (2016, November 10). 10 Ways to Build Lifelong Customer Loyalty. Retrieved March30, 2019, fromhttps://www.inc.com/rhett-power/10-ways-to-build-lifelong-customer-loyalty.html

Saso, M. (2015, November 26). Things You Can Get For Free on Japanese Streets. RetrievedApril 9, 2019, fromhttps://origami-book.com/column/course-en/5494

South Korea: Reaching the consumer. (2019, March). Retrieved March 30, 2019, fromhttps://en.portal.santandertrade.com/analyse-markets/south-korea/reaching-the-

consumers

Suzuki, J. (2007, November). Marketers Use Sample Shop to Gauge Consumers. Retreived April9, 2019, from https://www.japantimes.co.jp/news/2007/11/02/business/marketers-use-sample-shop-to-auge-consumers/#.XKzlNehKiUk

Tea. (2018, October 03). Retrieved April 9, 2019, fromhttps://www.japan-guide.com/e/e2041.html

Tea culture in Japan – Kuoni Travel. (n.d.). Retrieved April 2, 2019, fromhttps://www.kuoni.co.uk/japan/tea-culture-in-japan#

The Secret to Korean Women's Beauty. (n.d.). Retrieved April 9, 2019, fromhttps://asiasociety.org/korea/secret-korean-women’s-beauty

Types of Japanese Tea: Matcha, Sencha, Genmaicha & More. (2016, November 28). RetrievedApril 2, 2019, fromhttps://gurunavi.com/en/japanfoodie/2016/11/types-of-japanese-tea.html?__ngt__=TT0f0ac053005ac1e4ae46aG8ja4GVAaOJV7_yBMvWOZy

What is Unique About Japanese Naming | Labbrand Brand Innovations. (2016, March 07).Retrieved April 9, 2019, fromhttp://www.labbrand.com/brandsource/what-unique-about-japanese-naming

What's Next in Multi-level Marketing | Asia Business Development - Asia Business Consulting.(2013, April 04). Retrieved March 30, 2019, fromhttps://www.spireresearch.com/spire-journal/yr2011/q2/2011-q2-whats-next-in-multi-le

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el-marketing/

White Lucent Brightening Cleansing Foam - Shiseido. (n.d.). Retrieved April 9, 2019, fromhttps://www.sephora.com/product/white-lucent-brightening-cleansing-foam-P173660?icd2=products%20grid:p173660:product

White, T. (2015, September 2). 5 Ways to not grow an MLM Business in Japan. Retrieved March

30, 2019, fromhttps://www.linkedin.com/pulse/5-ways-grow-mlm-business-japan-terry-white/

Wild Rose. (n.d.). Retrieved April 9, 2019, from https://thegoodstuffbotanicals.com/wild-rose/

Wong, C. (2019, March 17). Health Benefits of Rose Essential Oil. Retrieved April 9, 2019, from

https://www.verywellhealth.com/the-benefits-of-rose-essential-oil-88790

Yonehara, K. (2018, July 26). Consumers in Asia: 8 Noteworthy Trends in 2018. RetrievedMarch 30, 2019, fromhttps://greenbookblog.org/2018/07/26/consumers-in-asia-8-noteworthy-trends-in-2018/

Appendix BEnglish Survey

INTRODUCTION

Thank you for taking the time to participate in this survey. Your opinions are very important to our study. This information is being collected by Grand Valley State University graduating seniors as part of an integrated marketing campaign. The topic of study for this survey is to find more information on what brands and products women 18-35 in the countries of Japan and Korea are using the most. This short survey should only take approximately ten minutes. All answers are welcome and helpful. All responses will remain anonymous and confidential.

Which country are you from?JapanKoreaNone of the above

How do you define beauty? (light skin, natural makeup, big eyes, etc)

41


Are you concerned with your health?what are ways that you participate in a healthy lifestyle? (exercise, diet, etc.)

Are you familiar with the concept of ‘Beauty From Within’ products?If yes, go on. If no, explain and give examples of brands and/or products.

What do you use beauty products for?Examples include:

To clear skinTo brighten skinTo moisturize skinTo remove acneTo strengthen hairTo make hair softerTo make hair more shinyTo make hair grow longer

Do you have a regular beauty routine?Yes?No?If so, what is it? Please go step by step by product.

Would you prefer your beauty products to be topical, edible, or both?TopicalEdibleBoth Neither

Are you familiar with Beauty from Within products? Yes

No

Would you take consumable supplements as part of your beauty routine?YesNo

What type of packaging is the most appealing to you?FeminineColorfulDarkNatural tones

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White/ Clean

How much do you spend on a beauty product?¥0-¥2,000¥3,000-¥5,000¥6,000-¥10,000¥11,000 +

Where do you typically purchase your beauty products?In-storeOnlineOther; Explain

Regardless of a popularity of a brand, would you be more likely to purchase an item based on claims through a celebrity/influencer endorsement?

Does sampling the product influence your choices?Free samples, beauty studios/salons

Do you use reward/loyalty programs? (Programs based on your interaction with the brand and it’s product)

Yes No

Would you download a mobile app to make tracking your rewards easier?Yes No

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Do you go out of your way to try new products?Yes, what did they do to get you to change your routine?No

Where do you hear about new beauty products?Social mediaTVFriendsOther; Explain

What are your thoughts on female empowerment centered advertisements/campaigns?Is this something that makes you want to purchase a product?

What, if any, are some examples of companies that you feel do a good job of displaying female empowerment?

Thank you for taking our survey. If you know someone from Korea or Japan, who is a woman under 35, that would also like to take this survey, please pass it along. We have included a translated survey in Korean and Japanese for your convenience below. Your participation is much appreciated.

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Japanese Survey

アンケートにご協力いただきありがとうございます。皆様からのアンケート結果はグランドバレー州立大学のマーケティングキャンペーンに参加する学生によって集計されます。このアンケートは日本と韓国において 18−35歳の女性がどこの化粧品を最

45


○も使用しているのかを調査することを目的としています。所要時間は約分です。このアンケート情報は匿名で記録されます。

1. 出身国はどこですか？a. 日本b. 韓国c. その他

2. あなたにとっての美を定義してください。（美白、ナチュラルメーク、目の大きさ）

3. 自分の健康は気になりますか。a. what are ways that you participate in a healthy lifestyle? 健康のためにしていることはありますか？（運動, ダイエット）

4. “Beauty from Within”というブランドを聞いたことがありますか？a. あったら、次の質問に進んでください。なかったら、どんなブランドや製品を使うかを説明してください。

5. どんな目的で化粧品を使いますか？例えば、a. きれいな肌b. 明るい肌c. 肌の保湿d. ニキビの除去e. 髪を強くするf. 髪を柔らかくするg. 髪にツヤを出すh. 髪を長くする

6. 毎日する美容のルーティーンはありますか。a. はいb. いいえc. はいと答えた人は、各ステップを使う製品とともに教えてください。

7. スキンケア製品は、塗るタイプとサプリメントタイプ、どちらを使いますか？a. 塗るタイプb. サプリメントタイプc. 両方d. どちらでもない

8. “Beauty from Within” というブランドの製品を聞いたことがありますか？a. はいb. いいえ

9. 美容のためのサプリメントは飲みますか？a. はいb. いいえ

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10.どのようなパッケージが好きですか？

a. 女性的b. カラフルc. 暗めd. ナチュラルe. 白/清潔

11.１ヶ月で化粧品にかけるお金は大体いくらですか？a. ¥0-¥2,000b. ¥3,000-¥5,000c. ¥6,000-¥10,000d. ¥11,000以上

12.化粧品はたいていどこで買いますか？a. お店b. オンラインc. その他の方は、どこで買うか具体的に教えてください。

13.ブランドの知名度にかかわらず、好きな有名人やインフルエンサー（ユーチューバーなど）が製品を宣伝していたら購入しますか？

14.サンプルや美容院・サロンで製品を使用してから本製品を購入したことはありますか？

a. はいb. いいえ

15.ポイントカードやメンバーシップ制度に登録したりしますか？a. はいb. いいえ

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16.カードの代わりにポイントなどを記録するアプリがあったら、使用しますか？a. はいb. いいえ

17.使ったことのない製品を使ってみることはありますか？a. はいb. いいえ

はいの方は、買ってみようと思う理由はどのようなものがありますか？18.新しい化粧品などはどこで知りますか？

a. ソーシャルメディアb. テレビc. 友達d. その他の方は、どこで知るか具体的に教えてください。

19.女性のエンパワーメントを軸にしている広告などについてはどう思いますか？女性のエンパワーメントを宣伝していることを理由に製品を買うことはありますか？

20.女性のエンパワーメントを上手く宣伝できているブランドで思い当たるものがあれば教えてください。

アンケートにご協力いただきありがとうございます。あなたの知り合いに、日本か韓国出身の 35才以下の女性でアンケートにご協力していただける方がいましたら、ぜひ共有してください（韓国語版もあります）。ご協力、ありがとうございます。

Appendix CSurvey Results

Figure 1: Question 1 for English survey “Are you familiar with Beauty From Within products?”

Figure 2: Question 1 for Japanese survey “Are you familiar with Beauty From Within products?”

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Figure 3: Question 2 for English survey “What do you use beauty products for?”

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Figure 4: Question 2 for Japanese survey “What do you use beauty products for?”

Figure 5: Question 3 English Survey “Would you prefer your beauty products be topical, edible,

or both?”

Figure 6: Question 3 Japanese survey “Would you prefer your beauty products be topical, edible,

or both?”

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Figure 7: Question 4 English survey “What are your thoughts about edible supplements that

enhance beauty/health?”

Figure 8: Question 4 Japanese survey “What are your thoughts about edible supplements that

enhance beauty/health?”

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Figure 9: Question 5 English survey “What type of packaging is most appealing to you?”

Figure 10: Question 5 Japanese Survey “What type of packaging is most appealing to you?”

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Figure 11: Question 6 English survey “How much do you spend on a beauty product?”

Figure 12: Question 6 Japanese survey “How much do you spend on a beauty product?”

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Figure 13: Question 7 English Survey “Where do you typically purchase your beauty products”

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Figure 14: Question 7 Japanese Survey “Where do you typically purchase your beauty

products”

Figure 15: Question 8 English survey “Do you use reward/loyalty programs?”

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Figure 16: Question 8 Japanese survey “Do you use reward/loyalty programs?”

Figure 17: Question 9 English survey “Would you download a mobile app to make tracking

rewards easier?”

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Figure 18: Question 9 Japanese survey “Would you download a mobile app to make tracking

rewards easier?”

Figure 19: Question 10 English survey “Do you go out of your way to try new beauty

products?”

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Figure 20: Question 10 Japanese survey “Do you go out of your way to try new beauty

products?”

Figure 21: Question 11 English survey “Where do you hear about new beauty products?”

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Figure 22: Question 11 Japanese survey “Where do you hear about new beauty products?”

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Appendix DApp Design

Appendix EApp Functionality and Reward Levels

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User ViewUser ViewUser View

ABO/IBO ViewABO/IBO ViewUser View


ABO/IBO separate login from customer login.

Required when registering:

● Name

● Birthdate

● Email address

Customer-Pages/Tabs:

● Home Feed

○ The brand social media channels and ABO’s you follow

● Event Calendar

● Your Profile

Contains:

● Your purchases

● Community

● Your points earned

● Enter promo code

ABO/IBO-Pages/Tabs:

● Home Feed

○ The brand social media channels and ABO’s you follow

● Event Calendar to post events

● Your Profile

Contains:

● Transaction history

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● Community

● Leaderboard

● Unique promo code

Rewards/Points System:

● Point can be earned for:

○ New registration - 50

○ Every time a new product is tried/purchased - 50 per new product

○ Posting to their social accounts using a specific hashtags - 25

○ By attending an ABO/IBO event - 50

○ Referral codes from ABO’s can add on additional points for one transaction -

10pts

● Points:

○ Every 150 points, customers earn a reward (coupon/discount)

○ At 300 points, customers earn one free product sample (tea)

○ Annual Birthday Samples/coupons (BOGO, 50%, 25%, free sample)

Appendix F

Media ListJapan

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Kyoto Station Building/Avanti- https://www.kyotostation.com/kyoto-avanti/- Phone: 075-682-5031

Karuizawa Prince Shopping Plaza- http://www.karuizawa-psp.jp- phone : +81 267-42-5211

Aeon LakeTown - https://laketown-outlet.jp- Phone: +81 48-940-0700

KoreaTimes Square

- http://www.timessquare.co.kr- Phone: +82 2-2638-2000

Mecenatpolis Mall- Phone: +82 2-334-8181

Appendix G

Email to Major Malls (Will be translated to Japanese/Korean)

Hello (mall name),

My name is (representative’s name) I am with Nobara, a product that works to provide beauty benefits from the inside out.

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We would like to request (mall name) to be a part of a pop-up sample shop with Nobara. Our goal is to empower females and provide a product that is easily added into a nighttime routine for health and beauty benefits. Below briefly outlines what the pop-up sample shop would entail.

1. Samples of our product which consists of two itemsa. Hydrating night creamb. Japanese wild rose tea

2. At least two representatives (IBO/ABO) from Nobaraa. Equipped with all materials needed for pop-up

3. A photo frame with our branded hashtag for users to share their experience on social media

If this is something you are interested in or would like more details, please respond to this email.

Thank you for your time and we look forward to hearing back from you.

Best,(Representative’s Name)

Appendix HPress ReleaseFOR IMMEDIATE RELEASEMarch 2, 2020

Contact: Amwayp: 800-253-6500e: [email protected]

New “Beauty From Within” Product to be Featured at Aeon LakeTown Mall

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Amway’s Nobara product seeks to introduce “Beauty From Within” tea and cream through pop-up shop.

Lake Town, Saitama Prefecture, Japan — Nobara, an Amway product line, will be introducing their new “Beauty From Within” product and providing samples to locals from April to June 2020.

The pop-up shop will allow pedestrians to be able to take photos with a photo frame and share with their friends on social media.

Nobara consists of two products, tea leaves and a night cream, for users to easily add to their nighttime routine. The name, “Nobara” comes from the Japanese word meaning “wild rose.” The product ingredients of Japanese wild rose and white willow bark, and the tea provided is Hojicha green tea. “Within two weeks, my skin felt a world of a difference and I’m excited to continue to make this a daily habit for myself” says Asahi Sasaki, a beauty social media influencer with almost 900K subscribers on YouTube. The products incorporated help to lessen inflammation, which helps to reduce acne, while providing smooth skin.

The stand at the tailgate will be operated by IBOs/ABOs of the product to help establish ongoing relationships when purchasing the product. Their aim is to provide a welcoming and fun experience for those who pass by while allowing them the ability to connect through the Nobara app.

The ABO/IBO group’s intent is to establish awareness for the Nobara product and allow people to see the products effect. With their help, they are able to educate others about the benefits of Nobara as well as other beauty products within Amway.

Those interested may visit the pop-up shop in Aeon Mall located in Lake Town, Saitama prefecture, Japan. For more details, please view pop-up details, here.

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Appendix IPop-up Shop Banner

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Appendix JPop-Up Shop Photo Frame“Clean” Style

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“Natural” Style

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Appendix KPackagingClean/White and Black Packaging

“Clean” Face Cream Label

“Clean” Tea Tin Label

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“Clean” Exterior Packaging

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Natural Packaging

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“Natural” Face Cream Label

“Natural” Tea Tin Label

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“Natural” Exterior Packaging

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Appendix LProduct Combination Packaging“Clean” Label

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“Natural” Label

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Product Combination Exterior Packaging

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Appendix MMedia Kit

(Letter/email to influencer) - This would be translated in Japanese/Korean

Hello (influencer name),

My name is (representative’s name) I am with Nobara, a product that works to provide beauty benefits from the inside out.

We would like to invite you to be a part of a sponsored partnership with Nobara. Our goal is for have an empowered female, who makes a positive impact in society, to represent Nobara. Below briefly outlines the guidelines we request upon agreement of this partnership.

4. Create a YouTube video revolving around the products sent with a positive review5. Post a high quality photo in an organic way on Instagram (additionally you may also post

on Facebook, Twitter, etc)6. Use the given hashtags and tailor a message for your audience

If this is something you are interested in and would like more details, please respond to this email.

Thank you for your time and we look forward to hearing back from you.

Best,(Representative’s Name)

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Advertising Agreement

This Agreement is made this day, _________________, between Nobara (“Advertiser”) and __________________, “Influencer”, whose address is_______________________________.

1. Engagement. Advertiser engages Influencer to post on Influencers social media channels, including but not limited to YouTube, Instagram, Twitter, Blog, and Facebook Page (the “Social Media Channels”) a promotion for products sold by Advertiser (the “Promotions”). Influencer must post the initial Promotion within 14 days after execution of this Agreement. The Promotion may include any of the products designated by Advertiser and communicated to Influencer (the “Products”). The Promotion must remain posted on the Social Media Channels indefinitely and may only be removed after receiving written permission from Advertiser.

2. Term and Termination. This Agreement will continue until terminated by either party upon 30 days’ written notice, or automatically if a party fails to cure a breach within 10 days’ of receipt of written notice from the other party describing the breach and the action required to cure the breach.

3. Approval Rights. Influencer shall submit the Promotion to Advertiser prior to publication on Social Media Channels for approval by Advertiser. Following receipt of written approval by Advertiser, which approval may be granted or withheld in Advertiser’s sole discretion, Influencer may post the approved Promotion on Social Media Channel(s). Promotions that were not approved by Advertiser prior to publication will not qualify for compensation.

4. Publication Rights. Advertiser shall have the perpetual, royalty-free, worldwide, assignable right to use, publish, republish, distribute, exploit, sublicense and make derivative works of the Promotions created by Influencer under this Agreement.

5. Representations. Influencer represents and warrants to Advertiser that: (1) he/she is at least 18 years old and has the full legal capacity to execute this Agreement; (2) Influencer’s Promotions will comply with all applicable laws, including but not limited to laws, regulations and guides promulgated by the FTC, such as its Guides Concerning the Use of Endorsements and Testimonials in Advertising; (3) Influencer will not, either during or after the term of this Agreement. disparage the Products, Advertiser, or any of Advertiser’s customers, agents, or affiliates in any way; (4) Influencer will perform the designed services under this Agreement in a professional and workmanlike manner and shall not make any misrepresentations regarding the Product, slanderous statements regarding any competing product or service, use profanity or engage in obscene acts within the Promotions.

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6. Indemnity. Influencer shall indemnify, defend and hold harmless Advertiser, its agents, officers, employees, advertisers and customers from any claims, expenses, liabilities, costs, and damages (including, without limitation, reasonable attorneys’ fees) arising in any way from Influencer’s violation of any laws or regulations, or breach of any covenant, obligation or warranty contained in this Agreement.

7. Governing Law/Venue. Any dispute arising out the Agreement shall be governed by the laws of the State of California and you agree to the exclusive personal jurisdiction and venue in the state and federal courts located in Orange County, California.

8. Compensation. Advertiser shall pay Influencer $___ within 30 days of Influencer’s initial posting of an approved Promotion on Influencer’s Social Media Channel, and as agreed in writing for each subsequent Promotion.

9. Confidentiality. Influencer agrees that this Agreement and the terms hereof, as well as any and all information pertaining to Advertiser, its customers or affiliates, which Advertiser communicates to Influencer and designates as confidential shall be deemed confidential and proprietary information of Advertiser and Influencer shall not, either during or after the term hereof, disclose such confidential information to any other person or entity without Advertiser’s prior written consent.

10. Additional Provisions. Influencer will provide the services hereunder solely as an independent contractor and has no authority to bind Advertiser in any way. No partnership, agency relationship or joint venture is created hereby. If any provision of this Agreement is deemed invalid, illegal, or unenforceable, all other provisions of the Agreement, which are not so affected, will remain in full force and effect. This Agreement may only be modified by an instrument in writing signed by both parties. This Agreement constitutes the entire agreement between Advertiser and Influencer with respect to the subject matter hereof and supersedes all prior understandings, communications, and agreements between them, written or oral, regarding such subject matter. A waiver of any provision hereof with respect to one event shall not be construed as continuing, or as a bar to or waiver of any right or remedy as to subsequent events. This Agreement may be executed in one or more counterparts, each of which shall be deemed an original for all purposes. The services being provided by Influencer under this Agreement are unique in Influencer’s Initials: _______ character and are personal to the skills and Influencer of Influencer, and may not be assigned or delegated to any third party, unless expressly authorized by prior written consent of Advertiser. Advertiser may assign this Agreement without restriction. This Agreement will be deemed to have been jointly drafted by the parties and in the event of any ambiguity in interpretation, the ambiguity will not be resolved by any rule of interpretation providing for interpretation

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against the party who causes the uncertainty to exist or against the draftsman. IN WITNESS WHEREOF, the parties hereto have executed this Advertising Agreement as of the date first above written.

Nobara:_______________________________By: ____________________________Its: _____________________________Influencer:________________________________By: _____________________________Its: _____________________________

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NobaraMedia Kit

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Thank you for your interest in partnering with Nobara. We are excited for you to be a part of our

team and are excited to see what content you create! This media kit was developed to help you

let your audience know about Nobara with the following criteria we have provided.

This media kit contains:

- Graphics to use on your Instagram (additionally Facebook, Twitter, etc.) to promote

Nobara. Feel free to use some or all of the graphics available in this media kit. We

encourage you to create your own content as well.

- Required hashtags

- A link (link) to provide in your Instagram bio when posting

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We require you to create a YouTube video and one posting on Instagram (you may additionally

post on other social media platforms as well).

YouTube video guidelines:

- You must include in your video description that the video is sponsored by Nobara

- You must include in written and verbal message that the video is sponsored

- Please be sure that the packaging and product is clearly viewed

- Be sure to incorporate a before and after of the results after using the product

- Review positives of the item

- Include a call to action (link) in the description of the video

- Verbally (and in the description box) state the custom promotional code that was

provided to you in the welcome email

- The video must stay permanently on your channel

- In the video please include:

- The benefits of this product in regards to clear skin

- As an empowered influencer, why do you stand with Nobara?

Instagram post guidelines

- Page 8 contains graphics that may be used, however, we encourage you to create your

own content

- Be sure to include the required hashtags on page 8

- Include the link provided to place on your Instagram bio for 48 hours after posting

- Create your own messaging however, please include...

- What is it that makes them need the product?

- Benefits of the product

- As an empowered female, why is this product important?

- The posting cannot be removed from your Instagram page

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Graphics

Required hashtags for Instagram:

#NobaraNoProblem #skincare #partner

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Contact Information

Emily [email protected]

Dominic [email protected]

Noelle [email protected]

Rachel [email protected]

Anna [email protected]

Created: April 16, 2019

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