Overview

Brand promotion of electric shaver to differentiate the sharpness and durability of Japanese shaver blades through association with a Japanese swordsmith as well as an “Iaijyutsu” master.

Issue & Solution

In order to compete with European brands, we wanted to differentiate our electric shaver products by strongly emphasizing “Made in Japan”.
To generate appeal around “Made in Japan”, we asked a Japanese swordsmith to make a Japanese sword using the same material of stainless steel as the blade of the electric shaver. We also asked Isao Machii, a famous “Iaijutsu” master, to demonstrate the cutting performance using the stainless sword. We created a documentary video and web content of these activities to emphasize the sharpness and quality of the shaver blades, which are comparable with real Japanese swords. By superimposing Japanese manufacturing technology with the art of Japanese sword tradition, it became a measure to impressively illustrate the high quality appeal of “Made in Japan”.
The promotion was picked up by magazines and blogs in various European countries, attracting a fair amount of attention during the campaign.