Retailing
Medicated Shampoo’s Celebrity Project in it’s 2nd Season
Celebrity-driven medicated shampoo project known as “K-BO-BO” was initially launched in May 2008, and started off with 6 celebrity members (all men). Each of the celebrity members endorse the SCALP-D medicated shampoo and record their experiences in each of their respective blogs. Such experiences include progress to their hairline, emotional changes throughout the use of the product, and so forth.
The K-BO-BO project includes outdoor events along the busy streets of Tokyo, TV commercials, magazine print ads, video feeds of each of the user experience in a Japanese variety show format, etc.
According to the SCALP-D website, the top 3 selling products in their product lineup include:
1. SCALP-D Medicated Scalp Shampoo for Men (For oily hair)
Retail price: ¥4,800
Size: 350 ml.
2. SCALP-D Medicated Scalp Conditioner for Men
Retail price: ¥4,800
Size: 350 ml.
3. SCALP-D Medicated Shampoo for Ladies
Retail price: ¥4,800
Size: 350 ml.
SCALP-D products can be ordered directly through the online store or bought at lifestyle shops such as Tokyu Hands and Loft across Japan.
SCALP-D website: http://www.scalp-d.com/ (in Japanese)
K-BO-BO Project website: http://www.kbb-pj.com/ (in Japanese)
ANGFA company website: http://www.angfa.jp/eng/index.html