Night Beauty Shampoo YOLU ‘A Good Night Makes a Good Morning’

To effectively communicate YOLU's functions, we first organized its value proposition. While YOLU has been popular in the nightcare market, users truly experience its effects the moment they wake up in the morning. Therefore, working with the client, we developed terminology to intuitively convey YOLU's value proposition of "Nightcare × Sleep-time Beauty = A Resonant Morning Made"

While researching beauty methods and learning techniques, we discovered that the term "method" was frequently used. Combining this with YOLU's existing concept of "nighttime beauty," we adopted the name "Nighttime Beauty Method" as it was both novel and systematic with a solid foundation.

In promoting the value proposition of the "Nighttime Beauty Method," this campaign focused on the previously underdeveloped aspect of "morning transformation." Taking the client's message "A good night makes a good morning," we implemented an approach that, for the first time, creatively incorporated the concept of "a good morning" to communicate YOLU's effectiveness.

To better resonate with our target audience—"individuals who lead busy lives and often feel tired"—we chose KOLs (Key Opinion Leaders) from the same age group. The candidates included women with demanding careers, such as announcers, ballerinas, female jockeys, florists, and office workers. Ultimately, we selected KOLs whose careers reflect an active and harmonious relationship with their mornings, including yoga instructor Haruka Kuriyama and barista Mizuki Shida.

To coincide with the launch of YOLU’s first body care product, the project was designed as two films—one focused on hair care and the other on body care. From the outset, we collaborated with director Akari Eda on both films simultaneously, with the client, director, and the monopo team working closely together to bring the vision to life.

As the brand’s first initiative centered around the morning, we placed a strong emphasis on capturing authentic, real-life scenes. Despite filming in the heart of winter, we shot Kuriyama’s two episodes at the seaside in Chiba, just as the sun was rising. This allowed us to capture the unique beauty of a sunrise that could only be experienced in person. The two Shida episodes were filmed at the cafe where she works as a barista, with careful attention to lighting to evoke a realistic morning atmosphere.

We also filmed in the cast members' homes, showcasing them in their own clothes to maintain an intimate, natural feel. For the sound design, Director Eda used three different types of trumpets to create an original, distinctive “good morning” theme.

This meticulous attention to portraying a genuine “good morning” experience is key to communicating the essence of YOLU’s “nighttime beauty method.”