By providing such deep insights to both advertisers and agencies, we hope to support marketing activities and better ad delivery," said Sato.Why is "YOLU" such a big hit? We asked I-ne about the secrets of its product development Release Date 2025.01.20 Print / PDF Copy URL I-ne achieved the number one manufacturer share in the drugstore hair care market in 2023 (according to the company). In addition to its main brand "BOTANIST" in the shampoo category, the company has once again made its night care beauty brand "YOLU" a huge hit, producing a string of hits with an astonishing success rate.
Dentsu strategic planners Miyamae Masashi and Matsuoka Yasushi, authors of the new book " Accidental Purchasing Design " released on December 13, 2024, spoke with Osugi Kento, head of I-ne's Beauty Care Business iran whatsapp number data Division. Actual data graphics I-ne's flagship brand "BOTANIST" I-ne's flagship brand "BOTANIST" What is "IPTOS", the development framework that creates hit products? Matsuoka : I heard that I-ne has built "IPTOS" as a framework for its own product development. Could you tell me what kind of framework it is? Osuga : IPTOS is a brand management system that puts the product development to sales process into a framework.
It consists of five phases: Idea, Plan, Test, Online/Offline (EC/retail store sales start), and Scale, and the names are taken from the initials of each phase. We set KPIs for each phase and also conduct our own consumer surveys. For example, the idea is to "devise a product concept and package, then consider the design of the attention sticker (POP sticker). Then, conduct a test sale, and if sales are good, expand sales further." We believe that thoroughly systematizing "IPTOS" is the shortcut to creating a hit product.