Testimonial

Hello, this is the Orinas Customer Case Study Interview Team.

This time, we spoke with a representative from the cosmetics brand Chifure. We have had a long-standing relationship with this client, who are constantly challenging us with a variety of new projects. In the social media field, they are addressing issues such as changes in age demographics and revamping their brand image, and are working to broaden their contact with younger generations through social media, leading to increased purchases. We spoke in detail about the history of Orinas, the results they have seen through their efforts, and their outlook for the future.

The History and Diverse Development of the Chifure Brand

Orinas: First, please tell us about your company's business.

Person in Charge: Our company currently operates six brands, with the "Chifure" brand at its core. We handle everything from planning and development of cosmetics to manufacturing and sales, and each brand has a different target demographic and sales channel. I am in charge of the "Chifure" brand, and we offer a wide range of products, including skincare, makeup, haircare, and bodycare, based on the idea of ​​"delivering quality and value that can be used every day to everyone who wants to be beautiful."

Orinas: Now that I think about it, not only is the number of products from Chifure alone impressive, but the brand is also very diverse, with products for department stores and derivative brands.

Person in charge: Yes. Each brand has a person in charge of advertising, and a social media manager attached to them, but Chifure is our main focus.

The Role of the Department

Orinas: So, please tell us the role of your department.

Person in charge: We manage the advertising and official social media for each brand. Chifure operates Instagram and X, and we tailor the content we post to suit the target demographic. We especially focus on creating excitement through social media and advertising when we launch new products.

Orinas: It's true that there is a lot of activity on the account especially around the time of new releases, so it's an exciting time for us. So, is there anything you've been focusing on recently?

Taking on the Challenge of Solving Problems Centered Around Social Media

Orinas: I heard that you are particularly focusing on YouTube among social media platforms. What is the reason behind this focus?

Person in charge: The challenge is to approach the demographic that knows about Chifure but doesn't end up purchasing. We are conscious of creating advertisements and creatives that make people think, "This is a brand for me," or "It's stylish and cute!" Many people abandon Chifure after purchasing once, so it is necessary to maintain continuous contact through social media.

Orinas: It's about creating an image and the path to purchase. As you say, it's important, but it's a difficult problem to build overnight. What prompted you to tackle this issue?

Person in charge: We regularly check the age of our customer base, and while 10 years ago the majority of our customers were in their 30s and 40s, we have noticed a trend of customers dropping out due to the increase in competing brands. Chifure is a brand that can be used by all ages, but our core target is people in their 30s, and as this is an age group we would like to particularly value in the future growth of the brand, we felt that we needed to approach this demographic.

Results Seen Through SNS Initiatives and Fan Development

Orinas: This is a phenomenon that is more likely to occur with a long-established brand. Despite this, you have continued to provide support, but have there been any occasions when you have felt the effectiveness of social media?

Manager: Our engagement rate has improved thanks to our "makeup how-to" videos, reading content, and enhanced reel videos. We've also seen an increase in comments due to posts that give a more personal feel, deepening our interactions with users. I feel like social media is functioning as a platform for cultivating our fan base.

Partnership with Orinas and Future Prospects

Orinas: We are very happy to hear that you have experienced this. We would like to ask you why you continue to use our company, even though there are many other agencies out there.

Person in charge: The close communication and flexible response that only a small team can provide. I appreciate how quickly they can respond to irregular requests. Another appealing point is that many of our staff are cosmetics lovers, and it's easy to empathize with them intuitively. Our long-standing relationship has deepened our understanding of the brand, allowing us to make speedy proposals and productions.

Orinas: Thank you for your kind words. Deepening understanding of our business and building relationships of trust is something we always value. We are very happy to receive such an honest evaluation.

Future Expectations: What's the Next Step to Differentiate and Achieve Results?

Orinas: Thank you. Finally, please tell us what you expect from our company in the future.

Person in charge: We would like you to propose content that will inspire users to respond while conveying the unique value of Chifure. We would like to work together to take on challenges that other companies have not yet undertaken, using measures that make use of media, trend information, and our long-standing understanding of the brand.

Finally

Chifure Cosmetics is proactively taking on new challenges, building on the trust and quality it has built up over the years. They are sincerely addressing the challenges of changing customer demographics and revamping their image, and are gradually building relationships with younger generations through strategic measures centered on social media.

Orinas will continue to be a close partner, supporting you with swift responses and creative proposals that maximize your brand's appeal. Together, we will pave the way for your brand's future in the fast-changing world of digital marketing.

If you are a company that is having trouble with SNS marketing, please feel free to contact us.