Tailor Up Co., Ltd.
iCell Kiyoshi Hikawa Ambassador Appointment Press Conference
- 業種：
- 活動期間：
- From May 2025
Singer Kiyoshi Hikawa was appointed as the brand ambassador for iCell, a regenerative medicine-inspired beauty brand launched in September 2025 by Tailor Up, a company primarily focused on the live commerce business. An inaugural press conference was held, securing individual interviews with the three major beauty magazines and exposure on 13 TV programs, including all morning shows. The exposure from the conference successfully contributed to the brand’s advertising efficiency.
Following this success, discussions have progressed toward a new business venture between SUNNY SIDE UP and Tailor Up, centered on the theme of PR that drives sales.
背景
● Gaining trust for a new brand
• As a company that had previously focused on live commerce and had not been involved in the beauty industry was launching a new skincare brand, the project began by building trust with beauty and women's media.
• To gain trust from various beauty media outlets and beauty editors, multiple roundtables were held. Steps were taken to ensure they thoroughly understood the brand and product details to appreciate its appeal.
施策
アイデア
● Kiyoshi Hikawa Ambassador Appointment Press Conference
• In preparation for the press conference, all of Mr. Hikawa's recent media exposure and appearances at similar events were reviewed and analyzed to create press releases and invitations tailored to maximize media coverage.
• Information was shared early with close contacts in beauty media and TV production. Their expectations for the conference were heard in advance and reflected in the program to create effective media hooks.
成果
● Exposure on 13 programs contributed to the reduction of brand advertising costs
• Secured coverage on 13 programs, including all major morning variety shows.
• Secured individual interview coverage in the three major beauty magazines: Biteki, MAQUIA, and VoCE.
• The success of the press conference also contributed to reducing the brand's advertising cost ratio.
• Expanded into a new business venture between SUNNY SIDE UP (PR) and Tailor Up (Live Commerce).
