You too can be a moisturizing princess! The Body Shop interviews Takuya Eguchi, Shota Aoi, Natsuki Hanae, and other popular voice actors in an unexpected anthropomorphic collaboration, "Princess Moisture and the Three Wizards! The first installment of "Gemba of Collaboration"!

Today, with the increasing collaboration between subcultures such as anime and voice actors and various industries, there are many people who say, "Whoa, they're doing it! You're doing it," "What? You did it! and "Oh, you're doing it! Akiba Research Institute has decided to visit the sites where these "collaborations" are being planned and ask about the appeal of the projects, interesting episodes, and stories of hard work and behind-the-scenes production! The first installment of this series is called "Gemba of Collaboration.

The first installment in this series will be a collaboration project by "The Body Shop," a natural cosmetics brand from the UK, featuring anthropomorphic characters and popular voice actors. The name of the campaign is "Princess Moisture and the Three Wizards.

Purchasers of the long-selling cleansing product "Stamptuous Cleansing Butter CA" will get an original voice in this enchanting campaign, which will moisturize both their skin and ears. This is the first time for The Body Shop to collaborate with anime and voice actors! Nahana Akita from The Body Shop's Marketing Division Communication Department, Mika Hashimoto, and Hiroe Ajiki, Chief Casting Director of the Japan Culture Unit, Division 1, A3 Inc. The three of them talked a lot about their experiences.

Akita: First of all, could you please explain the "The Body Shop" brand?

Akita: We are a British-born natural cosmetics brand that started in Brighton, England in 1976. The name "The Body Shop" may give the impression that we deal only in body care products, but we offer a total range of products including body care, face care, makeup, and fragrance.

As stated in the management philosophy of Anita Roddick, the founder of The Bodyshop, we not only provide products, but also work to make everyone happy, including the users of our products, the people who make the raw materials, and our activities against animal testing of cosmetics and for environmental and animal protection. What is the brand's target audience?

-- What kind of people buy your brand?

Akita: Although most of our customers tend to be in their late 20s and 30s, we have a very wide range of buyers, from teens to over 50s. Many of our products are cute and pop, so we would like to encourage young people in their teens and 20s to try our products.

-- So that's how the campaign project "Princess Moisture and the Three Wizards" was born.

Akita: Actually, The Body Shop holds monthly promotions focusing on new products. The product for this campaign, "Samputure's Cleansing Butter CA," is a long-selling product that has sold a total of 200,000 units. When we decided to promote a product that is not a new product, we took a different approach than we had in the past! We decided that a different approach was needed to promote a product that is not a new product. We decided that a different approach was needed.

-- Please tell us about the campaign.

Hashimoto: We are giving away one coaster per one product purchased. The coaster contains a QR code and password to access the original voice.

Akita: This is a cleansing product that gives moisture, and I think you can tell the difference if you use it. You can feel the moisture by using this product. I wanted to express the world view that the chamomile will lead you to the moisture of your heart.

-- Could you tell us about the intention of the campaign and how it came about?

Anshoku: While keeping the world view that The Body Shop wants to express, I thought it was essential to have a "gap" in the personification. Many people thought, "The Body Shop! I think there were a lot of people who thought, "The Body Shop! But in terms of creating a buzz, I thought it was the perfect project. I myself was very aware of the popularity and influence of voice actors, so I proposed the idea.

Akita: I wanted to introduce The Body Shop to new customers. I wanted new customers to know about The Body Shop. I thought it would be unexpected and fresh, and would make people interested in The Body Shop.

Hashimoto: In fact, the project was controversial even within the company at the time. The reason was that we did not understand the world of collaboration with voice actors, and it was difficult to imagine. It was precisely because we didn't know that we wanted to try it.

-- I was one of the people who thought, "Surely "The Body Shop" is going to do this kind of campaign? I was one of the people who thought "The Body Shop" was going to do this kind of campaign. Actually, Anita's management philosophy inspired me to visit Brighton when I was a student. I wanted to feel the atmosphere of the birthplace of The Body Shop (laughs).

Akita: I see!　I didn't want to destroy the world view of The Body Shop, and I also wanted to respect the feelings of the customers who have been using the products for a long time. I wanted them to feel that we were trying to maintain the brand image.

-- How is the actual response now that the campaign has started?

Hashimoto: The number of new customers has actually increased, and more and more people are tweeting about it on social networking sites. We are very grateful for that.

Akita: I think the promotion is finally born and is growing little by little.

-- Akita: I think it is a promotion that is gradually growing.

Anshoku: The target audience for the product was 20-30 year olds, especially early 20s. The character setting came first, but as we thought about the dialogue and atmosphere, we chose people whose voices and moods would fit.

Kamomile Kaoru is a royal prince type with a low voice. Plus, I wanted something unexpected, which is not usually associated with prince roles. I asked Takuya Eguchi to play the role because he has a respectful way of speaking and is a classy character.

Shea Hishoka has a cute voice popular among 20-somethings. Since he is in charge of dense moisture, I thought Shota Aoi would be the perfect choice for the sweet atmosphere.

After the prince and the cute type, the next choice was Natsuki Hanae, who has a soft, sexy, mature, and relaxed character. Some of you may be surprised, but I thought the sexy character played by a certain idol content was very nice (laughs), so I thought ...... if you could do that kind of voice for me.

Akita: Each of the components are also reflected in the characters. Chamomile Kaoru is made from English chamomile, which gives him the gentleness of an English gentleman. Olive Jun uses Italian olives, giving her a mature, glossy look with Latin sex appeal. Shea Hisoka is inspired by a natty, pretty fragrance. HISOKA is written in Chinese characters as "dense. It is also the "density" of "denseness. Shea butter is a dense moisturizing ingredient.

Hashimoto: "Jun" for moisture, "Kaoru" for fragrance, and so on. There was also an idea to use kanji for all the characters, but we decided against it because we thought it would be difficult to write "olive" and "chamomile.

-- What were some of the challenges you faced in the planning of the project?

Yasushoku: It was very difficult to write the lines. We needed to appeal to the audience while also making them feel excited about the product. The cleansing agent is mainly used at home, right? Since it is used when you wash your face, we imagined it to be used mainly in the morning and at night. The space we use is a "moisture forest. The setting is that when a princess washes her face, a wizard from the forest of moisture comes to her. We were conscious of the dialogue that sticks in the time when working women want to be healed. In the morning, "Good morning, itterasshai," and in the evening, "Welcome home, how was your day?　Good night. Good night.

Hashimoto: I was too embarrassed to say it out loud when I reported the proposed dialogue at the meeting, so I just said, "Please look at the paperwork" (laughs).

Akita: Actually, we put out a call on Twitter for "lines we wanted you to say. We were open to the public, so I think it must have taken a lot of courage for people to apply. So, we adopted as much of the dialogue as possible from those who applied.

-- This is the first collaboration with voice actors! So, are you considering new developments in the future through this project?

Akita: "Yes, I think so. I think it would be boring to do it consecutively, but the president and others in the company have said that the new trial was good, so I hope we can do a fresh project again.

Hashimoto: I feel that the response on SNS has been very high. The reaction when we announced the names of the voice actors was more than I expected.

-- Now, please tell us again about your PR campaign, including your recommendations for the campaign!

Akita: To be honest, I think it's great that we can choose 8 different lines from each of these members, for a total of 24 different lines. I especially recommend the lines on the coasters that have been distributed since November 1. Some people say it's a waste because the quantity is limited! I would be happy if this is a good opportunity for people to learn about The Body Shop's other products as well. On the website, the voice of the character explains how to use the products. Please enjoy the marriage of the illustrations and the voices here as well.

Hashimoto: I was present during the recording, and I realized that this is what it means when a character comes to life! I really felt it. It may sound a bit clichéd, but it made me blush so much that I couldn't listen to it with a straight face. The sweet dialogue became sweeter and ....... I think it's wonderful that what we were thinking about was made five or ten times more powerful, and we were able to drop it into the goodness of the product. Even though we were the ones who created the setup, "they really mean it, don't they?" It is indeed professional to make people think that they are really saying it.

Yasushoku: When I heard the dialogue, I felt it fall into place. It is said that women fall in love by hearing. Please feel like a princess and be enchanted to the fullest!

(Reporting and writing by Shinobu Tanaka)

Cleansing agent "SUMPTUAS Cleansing Butter CA 90ml" present

Three winners will receive the campaign product "SUMPTUAS Cleansing Butter CA" with a coaster as a prize for purchasing! Please choose your favorite character (you cannot choose the design).
Please check the following application guidelines and apply for the prize.

Prizes
Cleansing agent "SAMPTUAS Cleansing Butter CA 90ml" 2,376 yen (tax included)

＜Application Guidelines
Entry period: Tuesday, December 18, 2018 (until 23:59)
Number of winners: 3 (Shea Hisoka, Chamomile Kaoru, and Olive Jun, 1 winner each)
Announcement of winners: Prizes will be sent to the winners.
Prizes will be shipped in January 2019.
How to enter: Use the dedicated entry form.

<Note
Registration (free of charge) is required to apply for the prize.
We will not be able to respond to inquiries regarding the results of the drawing or shipping status.
The winning prize or rights may not be transferred or resold to a third party.
Kakaku.com Group employees and related parties are not eligible to participate.
Please note that the prize will be invalidated in the following cases
　In the event that the prize cannot be delivered due to the winner's unknown address, change of address, long-term absence, etc.
In the event that the prize is not delivered due to the winner's address, address change, long-term absence, etc., please note that the prize will not be returned or exchanged.
Please note that the prize will be invalidated in the following cases
　If the prize cannot be delivered due to the winner's unknown address, change of address, long-term absence, etc.
　If the prize winner fails to contact us by the deadline for notification of the prize delivery address
　If the prize is delivered to an overseas address

Campaign Outline

Campaign name: "Princess Moisture and the Three Wizards

Target product: Sumpuce Cleansing Butter CA

■Campaign website URL

PC

# #Smartphone

Smartphone #

■"Princess Moisture and the Three Wizards" Story:.

Welcome to the forest of Samputuas. You have wandered in search of moisture, and here you will find the magic that will bring you to the place where your skin shines with beauty that is uniquely yours. The three wizards who live in this forest, beautiful in appearance and voice, will heal your precious skin and mind, and lead you to the enchanting "Princess Moisture". The moment the magic happens, the three wizards will bring you happiness.

Website launch period: October 22, 2018 (Monday) 11:00 ~ April 30, 2019 (Tuesday)

Available to listen to the voice: until 23:59, January 21 (Mon.), 2019

■Novelty Contents:.

A total of 24 coasters depicting each of the three wizards. On each coaster is a password for an original voice that can be heard on the campaign website. The original voices are divided into 8 types for each character, each with a different message type, allowing you to enjoy a variety of situations.

Examples of message types

<Camomile Kaoru, heart-throb version

You have beautiful skin....

Can you show me closer?"

Other message types such as <Good morning><Good night><Welcome home><Confession> will be prepared for each character.

For each SUMptuous Cleansing Butter CA purchased, one campaign coaster will be given away.

Novelty distribution period

The first campaign will be distributed from October 22, 2018 (Monday) / November 1, 2018 (Thursday) *The campaign will end as soon as all the novelties are gone.

*Except for some stores *There will be a total of 24 types of campaign coasters (12 types for the first series and 12 types for the second series).

■Special Campaign: Autograph Present Campaign

The Body Shop LOVE YOUR BODY (LYB) members who purchase the product "SUMptuous Cleansing Butter CA" between October 22 and December 31, 2018 will be selected in a drawing to receive the autographs of Takuya Eguchi, Natsuki Hanae, Takuya Eguchi, and Natsuki Hanae who provided the character voices for the campaign. The Body Shop LOVE YOUR BODY (LYB) members who purchase a copy of the "LYB CA" will be selected by drawing from among The Body Shop LOVE YOUR BODY (LYB) members. *LYB membership is a membership system available to those who purchase 2,000 yen or more including tax. *LYB membership is also available on the day of purchase.