Coca-Cola (Japan) Co., Ltd. Shiseido Co., Ltd.
Coca-Cola and Shiseido to Launch New Beverage/Cosmetic Brand in Japan -- “Aroma Theory Diet Water and Toning Mist” marks start of collaborative marketing-- TOKYO, March 25, 2004 ― Coca-Cola (Japan) Co., Ltd. (Head Office: Shibuya-ku, Tokyo: Masahiko Uotani, Representative Director & President) and Shiseido Co., Ltd. (Head Office: Chuo-ku, Tokyo; Morio Ikeda, President & CEO) have collaboratively developed a new brand “aroma works” under the common concept of “aroma.” Based on the aroma theory of “grapefruit flavor,” a bodycare mist will be introduced by Shiseido and diet water will be simultaneously introduced by Coca-Cola on April 21. As a means of providing customers with new high value-added products, the two companies will actively promote effective collaboration by leveraging their marketing and sales capabilities. The new brand “aroma works” is targeting the diet market. Under the “aroma works” brand, both companies will conduct a new style of collaborative marketing that will be consistent from product planning, including product concept and packaging, through to market execution, including advertising and sales. Coca-Cola will introduce Body Style Water “grapefruit-flavored” diet water, which balances both diet and fashion, while Shiseido will launch Body Stylish Mist grapefruit-scented” bodycare mist, which leaves the skin feeling firm and refreshed. Package design of both products is based on a shared concept with an emphasis on freshness and quality expressed by a sense of flowing water. Both companies will use a collaborative logo symbolizing the project characterized by the companies’ logos and brand name. Advertising or POP will be jointly developed and aggressively deployed in order to push both products simultaneously using the catch phrase “Diet Water and Firming Mist. Based on Aroma Theory”. In addition, both companies plan to conduct joint briefing sessions for sales staff under this collaborative system while expanding sales opportunities by conducting joint sales promotions on the storefront.
Coca-Cola (Japan) Body Style Water and Shiseido Body Stylish Mist
Body Style Water and Body Stylish Mist advertising
Coca-Cola (Japan) Co., Ltd. The Coca-Cola System in Japan offers over 25 brands of beverages in more than 60 flavors and 200 packages. Along with Coca-Cola, recognized as the world’s best-known brand, the Coca-Cola System in Japan markets several major brands, including Georgia coffee, Sokenbicha blended tea, Aquarius sport drink and Qoo low fruit content drink. For more information, please visit our website at www.cocacola.co.jp.
Shiseido Co., Ltd. Shiseido was founded in 1872 as Japan’s first Western-style pharmacy in the Ginza District in Tokyo. After 25 years, in 1897, the Company entered into the cosmetic business together with the launch of Eudermine skin lotion. In the 132 years since the Company’s foundation, the SHISEIDO brand has gained strong acceptance by people in more than 70 countries worldwide. Shiseido will continue to provide world-class quality products and services and values based on our corporate philosophy of helping customers through contributing to beauty and health.
【Reference for the Press】
“A Collaborative Project Featuring Grapefruit Scent” by Coca-Cola(Japan) and Shiseido
“Grapefruit-Scented” Bodycare Lotion from aroma works
Body Stylish Mist --Set for Launch from April 21 Throughout the Nation--
New product aroma works “Body Stylish Mist” Manufacturer’s suggested retail price/180ml: \850 (\892 including tax*) *Tax indicated by rounding off fractions.
Tokyo, March 25, 2004 -- Shiseido will launch a new Body Stylish Mist bodycare lotion featuring a “grapefruit scent” from aroma works, which is a brand jointly developed with Coca-Cola (Japan) under the common concept of “scent,” from April 21 throughout the nation. ＊ aroma works is a brand jointly developed by Coca-Cola (Japan) and Shiseido targeting the diet market by embracing a concept of “scent.” Shiseido will launch firming bodycare lotion Body Stylish Mist based on the aroma theory, while Coca-Cola (Japan) will simultaneously introduce aroma theory diet water Body Style Water. Body Stylish Mist is a mist-type lotion featuring a grapefruit scent and a caffeine ingredient, which finely firms the skin without stickiness and provides a cool and refreshing texture. The item is compounded with seaweed extract (a moisturizing compound). The bottle is characterized by an original design produced in conjunction with Body Style Water, featuring a stylish design depicting a slim image and expressing a sense of flowing water. An “image of fresh water” is expressed with the quality and sophistication of the design. The slim-shaped bottle is easy to hold and enables spraying with ease.
＜Product Overview＞ ■Product name: aroma works “Body Stylish Mist” ■Primary ingredients: AW grapefruit fragrance, seaweed extract ■Item name: bodycare lotion ■Volume: 180ml ■Manufacturer’s suggested retail price/package: \850 (\892 including tax*) *Tax indicated by rounding off fractions. ■Date of launch: April 21, 2004 ■Marketing region: Japan, Nationwide
【Reference for the Press】
Body Style Water from “aroma works”
Diet Water Featuring Grapefruit Flavor, from the Coca-Cola System /Shiseido Collaborative Aroma Project --Set for Launch from April 21 Throughout the Nation--
aroma works “Body Style Water” 410ml PET bottle / suggested retail price \160 (including consumption tax)
Tokyo, March 25, 2004 -- The Coca-Cola System will begin nationwide sales on Wednesday, April 21 of Body Style Water, a new diet water featuring a grapefruit flavor, from “aroma works,” a brand jointly developed with Shiseido Co., Ltd. that has the common theme of “aroma.”
The aroma works brand is based on a completely new type of concept with aroma, which will be offered for the diet drink market through the collaboration between Coca-Cola System and Shiseido.
In conjunction with the Coca-Cola System’s launch of Body Style Water, a diet water based on the aroma theory, Shiseido will simultaneously market its Body Stylish Mist, shape-up body lotion, which is based on the same theory.
Body Style Water is zero-kilocalorie diet water featuring a grapefruit flavor and caffeine. Three kinds of beauty ingredients (trehalose, niacin and seaweed extract) have also been added to the product. The diet water, designed for those interested in keeping their body slim and dieting, meets both the diet and fashion needs of consumers. It can be enjoyed on various occasions, such as during breaks from work or study, or when traveling or having a meal.
The name Body Style Water indicates, in a straightforward manner, that the product is diet water intended for those who wish to obtain an ideal body shape, emphasizing the product’s features in an easy-to-understand manner.
The unique bottle has a stylish design that represents an image of a slim body and the flow of water, and this original design concept is also used for Body Stylish Mist. The sense of refreshment water provides is conveyed using a sophisticated, quality design. The slim bottle, which contains 410ml of water, has a universal design and is easy to hold and can be conveniently carried in a bag.