Hasta La Gadget!

Going through our nearly daily rounds at various Tokyo drugstores, we started seeing a sudden influx of displays and ads for Shiseido’s UNO brand’s new FOG BAR hair-styling spray, a new take on personal care for men that comes in three different strengths denoted by their color.

The package/container, which kind of reminds us of the minimalist cereal we talked about before, is simple, but relies heavily on marketing to make sure consumers actually know what it is. I assumed there would be something inside, but it’s actually a spray bottle with a removable top.

Right now the campaign is decidedly retro, featuring known actors (not a boy band, mind you) in energetic, Beatles-inspired commercials that take place in London. We’re assuming that this has to do with the fog, though Mad Men did away with that idea in my head.

On the digital front, the Shiseido website has meticulous instruction for how to use the Fog Bar and achieve certain looks. It also notes a companion item, sold separately, called the “Fog Tool”, which can be used to make the perfect style. This is a great product to sell on the side, but if given away as an added-value would also make a great consumption ritual to encourage continued use.

Marketing-wise, I’m a fan of the use of the word シュツ (shu) which is the sound of spraying the bottle. They repeat it often verbally and in print, and I’m already having trouble not thinking of the Fog Bar when I hear the word. Of course, I’m not the average consumer, but it fits well.