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Waihau Initiates Innovative Marketing Experiment

THE WHY HOW DO COMPANY, known as Waihau, based in Shinjuku, Tokyo, has launched a significant experiment in collaboration with Hakuhodo and Irop. This initiative seeks to explore a new marketing methodology, termed 'Tribe Community Marketing,' utilizing a unique consumer base.

The beauty industry has witnessed a surge in personalized products and services, driven by advancements in personalization technology. However, challenges have arisen, such as declining connections among customers, a diminished sense of brand loyalty, and difficulties in forming communities. Meanwhile, a rising culture centered around Gen Z’s ‘oshi-katsu’ emphasizes emotional value and shared sentiments in consumer behavior, creating a demand for a marketing approach that can effectively blend personalization with community building.

In response, Waihau aims to combine its expertise in oshi-katsu marketing with physical locations, such as Shibuya Meat Alley, while leveraging Hakuhodo’s consumer-oriented data analysis and Irop’s personalization diagnostics. This collaboration intends to tap into a social media community of over 10,000 members, enabling the dual achievement of “personalized optimization and collective enthusiasm” in marketing practices.

Key Components of Tribe Community Marketing

Waihau’s Tribe Community Marketing will focus on the accurate segmentation of customers based on hair color diagnostics, categorized as ‘hair color tribes,’ while simultaneously fostering fan communities rooted in oshi-katsu culture. This dual strategy aims to enhance personalization precision and invigorate community interactions. Here are the four core initiatives:

1. Analyzing Hair Color Tribes and Community Design: By utilizing the extensive SNS community formed through Irop's personalization diagnostics, Waihau will categorize and visualize customer groups sharing similar hair color traits and beauty values. The initiative will engage a community of around 10,000 LINE members, 50 Instagram influencers, and 100 hairstylists.

2. Developing and Implementing Oshi-katsu Marketing Techniques: This involves creating a new aesthetic culture centered on enjoying hair color as ‘oshi-color.’ Waihau will employ its marketing insights to develop and implement methods for establishing fan communities.

3. Designing Integrated Online and Offline Experiences: Events will be organized at real-life locations, like Shibuya Meat Alley and Akihabara Maid Cafés, while simultaneously integrating community activities on digital platforms for a holistic experience.

4. Establishing New KPI Frameworks and Measurement of Effectiveness: Beyond typical purchasing data, Waihau will develop multi-faceted measurement indicators including community contribution levels, enthusiasm for oshi-katsu activities, and the rate of brand ambassador transformation.

Through this groundbreaking experiment, Waihau aims to systematize the insights gained into a support service for 'Personalization and Community Marketing' tailored to the beauty industry, paving the way for its full-scale deployment. The company remains committed to exploring the 'WHY (the reason for existence)' and 'HOW (the method of living)' as it supports sustainable growth and new value creation for businesses.

About CHALLENGER Consulting

CHALLENGER Consulting, offered by Waihau’s Brand Co-Creation Department, is a consulting service focused on Gen Z and oshi-katsu marketing. It supports the development and implementation of innovative marketing techniques free from traditional corporate frameworks.

Contact Information

Company: THE WHY HOW DO COMPANY, Inc.
Email: [email protected]
Phone: 03-4405-5460
Contact Person: Masasuke Hamasaki, Head of Brand Co-Creation Department

Company Overview

Company Name: THE WHY HOW DO COMPANY, Inc.
Location: 22 Aizumicho, Shinjuku-ku, Tokyo
Established: July 2004
Listed Since: October 2006 on Tokyo Stock Exchange Standard (3823)
CEO: Shingo Kumada
Business Focus: Support for new business establishment, M&A strategies, and management guidance for subsidiaries
Website: twhdc.co.jp