Beauty
March 18, 2015
Part 10: An Inside Look at the "Otokokaoru." Project (3)
The Hit "Fragrant Man" Gum
The "Fragrant Man" Project: Unveiling Its Secrets - Part 3
text by NAKANO Kaoriphoto by TATSUNO Rin
Suggested retail price: ¥150 (¥158 incl. tax)
A "Urban" Gum Designed for Retail Impact
NAKANO KaoriAfter these "good kids" were placed on store shelves, I'd like to hear about what happened next.
NISHI ErikaYes. Normally, if a gum sells 10 units in the same store in a week, that's considered quite good. I think selling 10 units a week is a lot.
NakanoTen units a week... It sounds very low, but is that how it is?
NishiGum is a confectionery, after all. Unlike beverages, people don't buy it out of urgent need (laughs). But, some stores sold over 40 units of the original "Fragrant Man"! It far exceeded our projected simulations, so we were in a frenzy.
NakanoHow about the advertising?
NishiActually, we barely spent any on advertising. It seems the buzz generated online and on morning television was a major factor. Also, gum isn't very receptive to TV commercials. In-store impact is what matters. Statistics show that 70% of purchases are decided at the point of sale.
NakanoThat's true, I often find myself choosing one from the shelf based on its appearance or something similar. So, how is the new version of "Fragrant Man" selling?
KANEBO FOODS, NISHI Erika
NishiIt's selling very well. The day after it launched, some stores displayed 20 facings – meaning 20 boxes of the same product lined up on the gum shelf – and even created special pop-up displays.
NakanoSo it's on track to easily surpass one billion yen?
NishiWe're still only selling it in limited regions, just the Tokyo metropolitan area. Given this sales performance in just the Tokyo area, if we expand our sales regions, two billion yen is certainly possible.
NakanoAn "urban" gum (laughs). Is that also part of its appeal...?
What "Bonus" Means to Product Developers
NakanoDid the SWAT team, the heroes behind this success, receive any special bonuses from the company?
NishiNo, no special bonuses at all (laughs). The SWAT team disbanded after their mission was complete. However, for us developers, seeing our products grow is the greatest bonus of all.
NakanoGrow?
NishiIt means they remain on the store shelves... When I go to a store and see them there, I genuinely feel happy, thinking, "There they are!" (laughs).
NakanoAh, I understand that feeling. When my books are properly displayed in a bookstore, I feel relieved, thinking, "There they are!" (laughs). Books that don't sell are quickly removed from shelves, but for gum, is there a criterion for discontinuation?
NishiIf they are no longer a standard item in a store, discontinuation becomes unavoidable. There's a criterion for each store, based on weekly sales volume: if sales fall below a certain number, they're cut. For gum, that threshold is often 7 units per week.
NakanoIf it doesn't sell 7 units a week, it disappears from the store... That's harsh.
NishiFor beverages, the competition is even tougher, with a requirement to sell over 30 units.
NakanoWith so many new products vying for attention, 30 units. That must be tough...
NishiI visit various stores frequently to check on them, and the other day, I actually encountered a real customer.
NakanoThat must have been exciting.
NishiYes. He was a very ordinary-looking man in his 30s. He quickly took only the "Fragrant Man" to the register, paid, and as soon as he left the store, he unwrapped it and started chewing. He walked out, leaving a faint, pleasant scent behind. I was so happy to have witnessed that moment (laughs).
NakanoThis gum does release a strong fragrance the moment you open the wrapper. Even the area around the register carries the lingering scent of roses (laughs).
Factors Behind the Hit
NakanoWhat do you think were the factors behind its success?
NishiPerhaps it was about capturing the zeitgeist. We recognized that people were becoming more sensitive to odors and responded with a product that not only neutralizes odors but also actively emits a pleasant fragrance. I believe expressing that through an accessible food item was key.
NakanoDid you have a specific target audience in mind?
NishiMen in their 30s and 40s. Inquiries to our customer service center came mostly from men in their 40s who were concerned about body odor associated with aging. We aimed to appeal to this age group concerned about aging odor, as well as stylish men in their 30s who want to actively emit a pleasant scent, and it seems to be spreading to even younger generations.
NakanoThe real customer you met, Ms. Nishi, was exactly within your target demographic. And of course, it's delicious even for women, who weren't the primary target. Are you considering a candy version?
NishiMen, compared to women, don't have as much of a habit of "eating sweets"... When imagining men's consumption scenes, gum for refreshment makes sense, but candy might be difficult.
Editorial Assistant MAKOTOI wish there was a F স্মৃতি version. Chewing gum during meetings can seem rude, but a F স্মৃতি-shaped one could be quickly consumed before meeting someone or during a meeting.
NakanoWhen a business negotiation isn't going well and you start to sweat from nervousness, the scent of roses begins to waft (laughs). It can soften the atmosphere and lead to a better outcome.
NishiIf food can have such an effect, it would be the ultimate reward for a developer. I'll keep that in mind (laughs).
NakanoThank you for sharing such interesting insights today.
(End)