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It is no exaggeration to say that every man has been a customer of Gatsby hair wax at least once. We will introduce the background of how such a legendary product came to establish its current status.
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Gatsby Anecdote 1Breaking the rules in collaboration with hair salons!
When it comes to hair styling products, there was a clear distinction between so-called “salon-exclusive products” sold in beauty salons and “over-the-counter products” sold in drugstores, convenience stores and supermarkets, and the two were inseparable. For hair stylists, salon-specific hair styling products, shampoos, and treatments are indispensable products that add to the unit sales price per client. Therefore, it would be ideal if “salon-specific products” were superior to “commercial products” in terms of quality and ease of use, and it would be normal to think that there is no reason for hair stylists to cooperate in the development of mass-brand products such as Gatsby. However, ” GATSBY Moving Rubber,” launched in August 2006, completely broke down this invisible barrier. All products have been developed under the supervision of popular hair salons, including LIPPS, GUZZLE, and apish AOYAMA, all of which are popular beauty salons in central Tokyo, and each product is supervised by one salon. This was made possible not only by GATSBY’s sales efforts to persuade beauty salons, but also by its long-cultivated content technology and its overwhelming distribution network, which enabled it to offer advantages. Through product labels with the salon’s name attached to the products displayed in retail stores nationwide, as well as through spotlighted collaborative events, the branding of the salon as “the amazing Gatsby-supervised salon that everyone knows.” This would create an advantage in terms of customer acquisition and recruitment, which led the popular salon to cooperate with Gatsby, a commercial product manufacturer, in the form of supervision.
