When a woman in her twenties gets into her thirties, she does not want to be “kawaii” anymore (“kawaii” means “cute” in Japanese). She wants to be a woman who has strength of character, confident about who she is and what she wants while being beautiful, elegant and feminine. And the most powerful symbol of her new found strength, as a woman is her hair. Men learn to be strong from a young age. Being strong physically and especially emotionally is a sign of masculinity. Genuinely strong and beautiful hair exudes confidence and style.
Entice Japanese women and men to try Clear shampoo with an idea or activity (online, outdoor or in shops) where they could experience for themselves that they need to shift from being “kawaii” (cute) to experience that being strong is beautiful.