#Japan #Tokyo #SILK THE RICH #THE RICH #Lifunext

Lifunext Powers the Success of 'Silk The Rich' Campaign

Lifunext, a marketing agency based in Shibuya, Tokyo, is making headlines with its recent collaboration with THE RICH, a hair care brand that features unique silk-based repair components. Through comprehensive creative support from concept to measurement, Lifunext has significantly enhanced the brand's visibility in the Fukuoka area, marking an impressive increase in brand recognition rates by 8.9%.

Strategic Marketing Moves

Under the leadership of CEO Yuta Miura, THE RICH has been on an aggressive growth trajectory, particularly following a notable funding round from the well-known entrepreneur Takafumi Horie in July 2025. The collaboration with Lifunext was designed to leverage Horie's high-profile investment into sustainable brand recognition. Since early 2023, Lifunext has provided a full suite of business support services to THE RICH, ensuring a seamless execution of their marketing strategy.

Crafting the Campaign

The creative process for the new television commercials lasted around one month, during which two distinct advertisements were developed to cater to different media environments. The first creative, airing on offline platforms like TV and out-of-home (OOH) advertising, featured Horie in a humorous scenario where he sits atop a unicorn clad in a tuxedo, creating a memorable yet approachable presentation. This approach sought to preserve the innovative appeal of 'Silk The Rich' while leaving a strong impression on viewers.

The second commercial targeted business-oriented audiences. This version presented Horie discussing his decision to invest in 'Silk The Rich', highlighting the product's features such as its abundant foam and lustrous hair results. Combining a rational message with visual impact helped to convey both charm and effectiveness, appealing to a more sophisticated demographic.

Distribution and Impact Measurement

The campaign was rolled out across multiple platforms in the Fukuoka area, including TV, taxi advertising, and social media channels like YouTube and Meta. Lifunext conducted thorough pre- and post-campaign research in both Fukuoka and Nagoya to objectively estimate the advertisement's impact:

• - Campaign Recognition Rate: Achieved an impressive 41.7%
• - Brand Recognition Increase: Recorded an uptick of +8.9%
• - Purchase Intent Improvement: Advanced by +1.9%

The campaign did not only enhance quantitative metrics but transformed qualitative perceptions as well, fostering a narrative of trustworthiness linked to Horie's reputation and financial backing.

Expert Endorsements

Yuta Miura, CEO of THE RICH, expressed gratitude towards Lifunext, stating that their comprehensive support significantly exceeded expectations. Leveraging Horie's notoriety through creative innovations effectively bolstered the brand's credibility and extended its reach. The scientific measurement of outcomes provided valuable data for future marketing strategies.

Lifunext’s Commitment to Excellence

Lifunext stands out due to three core strengths that contributed to this campaign’s success:
1. Creative Insight: The firm excels in crafting narratives that resonate with consumers while simultaneously conveying brand value. They design impactful creative content tailored to target segments.
2. Full-Cycle Capability: Lifunext offers end-to-end service from conceptual development through to media planning and effectiveness analysis, allowing for real-time strategic adjustments based on campaign outcomes.
3. Scientific Measurement Focus: Their approach includes isolating advertising contributions to ascertain pure effects, ensuring that every marketing initiative is guided by empirical data.

About Lifunext

Lifunext is dedicated to supporting holistic marketing strategies, encompassing web advertising, SEO optimization, and data utilization through platforms like Google Analytics. The company not only provides business consulting targeted to startups, bridging gaps between current issues and future objectives, but also focuses on driving performance improvements through comprehensive analytics. Founded in Shibuya, Lifunext is committed to using data-driven solutions that prioritize client solutions and helps businesses achieve their marketing goals effectively.

Learn more at Lifunext.