The three reasons why a small company was able to develop a "big hit shampoo", holding down major companies

■ Heterogeneous existence in the fierce shampoo market

Many people know a hair care product called "Botanist".Even if you have never used it, if you look at a simple package only based on white and black, you will think, "Oh, that's it."It is a popular product that can be seen at any drugstore now, but surprisingly, it is not Unilever, P & G, Shiseido, or Kao that sells this botanist.It is a company called I -Ne, a name that cannot be heard honestly.Why could this small company create such a hit by suppressing a major company?

This time, I would like to talk about this about botanists.

The feature of the shampoo market is that there are many types of products.Therefore, if the share exceeds 10 %, it will be ranked high in sales, and if you get 15 %, it will be a "haunted brand".It was Unilever's "Lux" that has been running for about 20 years in such a fierce battlefield.

Suddenly, "Botanist" appeared there.Botanist was released in January 2015.At first it was only online shopping, but it quickly became popular because of the instagram.

Many people have a fresh impression when they look at the bottle of "botanists" lined up on drugstores.Until then, there were almost no package products.

■ Why were they all shampoos like "aunt in Osaka"?

Until then, the package of shampoo and conditioner was decided to be gorgeous.Speaking of gorgeous gorgeous, using gold in some places, the luxury of "very" is not like "aunt in Osaka".

If you try to square with a shampoo market, you will target people who are not very particular about hair care products.This is because the number of people who say, "It's cheap, so this is fine."For those people, this easy -to -understand luxury was good.

However, some people are particular about hair care products and are sensitive.Organic products such as "John Master Organic" in the United States and Australia's "Julik" are popular among those people.However, this is expensive because it uses plenty of plant -derived ingredients.Botanists cost around 1500 yen, but John Masters cost about 3000 yen.

However, looking at John Master and Jurrik, it can be expected that "shampoo and conditioner will eventually become organic."The younger generation is particularly interested in environmental issues and is interested in organic.Major manufacturers also knew that there was a big need here.Nevertheless, it was this botanist when he was not able to go easily and asked, "When do you do it?"

■ "I knew but couldn't do it" 3 reasons

So why couldn't a large company make a botanist?

For example, let's say that a major manufacturer said, "The times are organic."The major manufacturers have many other brands.If you say, "The times are organic," it will be said that "I put a lot of excess chemical ingredients and unknown things in the past products so far."

So, even if a brand manager emphasizes that it is organic, it is difficult for the company to step into it.It is difficult to deny themselves as a major company.

The second reason why the major could not give a "botanist" is the part related to the ingredients and the effects of the effects.If a major company issues an "organic shampoo", it cannot be reduced the composition ratio of organic -derived plant -derived components.It is bad if the composition ratio as John Master and Jurrik is the same.Then, of course, the price goes up.

Third, as it is a hair care brand, I want to claim the effect of "clean the hair".However, it is organic and that the hair is clean is not a strict correlation.

The great thing about the botanist is that (until recently, until the premium line is put out), he has not used a hair shot that is like a long hair.Usually, how clean the hair is beautiful is expressed with the luster of the model hair, which is nicely omitted.

In some ways, botanists are often made in a way that they only provide a botanical lifestyle that lives with plants, and is not written anywhere.

Major companies feel risky to take such a method.That's why I couldn't move.

■ "Sold factors" that are more important than efficacy

I made a botanist, as mentioned earlier, a company called I -Ne in Osaka.This is a company that only creates concepts and package designs, and does not have its own factory, and outsources the development, production and shipment of products to the outside.In other words, the product itself is left to the outsourcing, so I guess it was focused on the package.

In fact, those who are organic, the target of botanists, are not so familiar with the contents of the shampoo, and the appearance of the product is more important than the effect.

"Lux and TSUBAKI are very familiar with my family, like an aunt. Even in my bathroom, I don't feel better. In that respect, if there is a simple bottle like a botanist in the bathroom, it will be nice and it looks like it will look."

Botanists succeeded in capturing such women.

■ The tendency to be delayed as large companies

Nevertheless, the major Unilever would not have been able to leave the relative sales of Lux, the number one brand.After that, from the top line of the luxe called "Lux Premium", we released an organic -conscious product called "Lux Botanifique".Looking at this, I think, "If I put it out, I wouldn't have to put it out a little earlier," but it may be the number one brand.

In fact, this is not the first organic boom for major companies to be late.Previously, when non -silicon shampoo became popular, it is as late as it is.

It is less likely to innovate as a large company, but it will be interesting to see what kind of movement will be shown the next time a big boom comes.

---------- Isao Okeya Co., Ltd. Insight CEO Co., Ltd..After working as an executive officer of Walter Thompson Japan Strategic Planning Bureau, he was established in Insight in 2010.In his first book, Insight (Diamond), he systematically introduced Insight to Japan for the first time.We provide consulting such as product development and brand development.---------------

(Insight Corporation CEO Okeya Ken Composition = Kiyoko Nagayama)