Yesterday, I wrote about how Krispy Kreme localized their website for the Japanese market.  When you promote your products to Japan, the contents you put on a Japanese website and how you put them (taglines, colors, etc.) is an important factor. Knowing  how differently your products and services may be used, and perceived by your target audience in Japan is crucial: You may need to change both the fundamental product attributes and, potentially, the entire brand positioning.

Here is a good example.

Fabreeze by P&G has been highly successful in Japan for many years. One source of the success is careful repositioning of product attributes.

Compare the U.S. verision of the official website

fabus2

with this Japanese version by P&G Japan.

fabjapan

Radically different.

Given the fact that Japanese houses are in general much smaller and that it gets very humid in summer, many households are more concerned about  odor in their rooms and cars.  OK- American households tend to disguise odor by “covering up wih nice scent” (in general.)   Japanese, however, are meticulous (in general). Their reasoning is that you should kill the origin of the odor FIRST and THEN add pleasant scent.

The same thing for perfume. Westerners often use perfume as “Italian (or French) Shower” to kill body odor, but Japanese use perfume only after taking shower (in general).

See the difference?

Oust? Not sure. In the U.S. it seems Fabreeze is far better perceived than Oust. But unfortunately Johnson & Johnson has not introduced Oust to the Japanese market.

If you want to penetrate the Japanese market, contact LakeOMedia or TokiOMedia. We help you reposition your brand in the lucrative Tokyo market.

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