GATSBY
| Product type | Men's Grooming products |
|---|---|
| Owner | Mandom Corporation Japan |
| Markets | Worldwide |
| Website | gatsbyglobal |
Search GATSBY on Amazon.
GATSBY is a Japanese personal care brand targeting young men. The brand was founded on 18 July 1978, and the parent company is Mandom Corporation Japan, headquartered in Osaka. The name GATSBY was derived from F. Scott Fitzgerald's masterpiece, The Great Gatsby. At the time of launch, GATSBY was positioned towards mature men, but from 1982, transformed into a brand more suited for the younger generation.[1] With sales of over JPY 30 billion and more than 500 million units sold, GATSBY is the leading men's cosmetics brand in Asia.[2]
History[edit]
1978 - 1981[edit]
GATSBY was born as a post-Mandom series brand. A series of products launched in 1970 under the brand name Mandom became extremely popular thanks to the commercial “mm… MANDOM” delivered by Hollywood movie star Charles Bronson [3] Focusing on a more upmarket customer group above MANDOM, GATSBY was created in July 1978 [4] targeting mainly adults aged 25 and over. Its first products were mainly hair liquid, hair milk, and pomade sticks.
1981 - 1985[edit]
The first brand renewal happened when GATSBY decided to target teenagers (junior and senior high-school students) and “young adults” (university students and young workers) rather than working adults. This coincided with the era whereby fashion trends began to be led by young people. Teenagers began to imitate the hairstyles and fashions of singers and entertainers.[5] During this time, Japanese actor Kenichi Hagiwara became the brand ambassador.
1985 - 1988[edit]
In the middle of the 1980s, men’s personal care brands changed from “personal care” to “grooming”, and greatly expanded in size.[6] Many face care products for men began to appear in the market. Yusaku Matsuda was the brand ambassador during this time. [7]
1988 - 1993[edit]
This period coincided with the Japanese asset price bubble [8], where consumers became concerned with owning high-quality and stylish products. To refresh the brand image, the Swedish pop ground A-ha was appointed as the brand ambassadors.[9]
1993 - 1996[edit]
Following the bubble years, consumers became more sensitive regarding prices. [10] Kenji Moriwaki and Eisaku Yoshida became the brand ambassadors.
1996 - 2006[edit]
Quirky and fun advertisements were created during this time, using Japanese actor Masahiro Motoki. The advertisement featuring his Mohican hairstyle became a hit.[11]In 1999 the Gatsby brand became the first men's cosmetic brand in the industry to exceed 10 billion yen in sales.[12]
2007 - 2011[edit]
GATSBY Moving Rubber hair wax was launched.[13]Since launch till 2018, total sales for Moving Rubber totaled 190 million units.[14] At the same time, one of the most popular Japanese actors Takuya Kimura, belonging to pop group SMAP, was appointed as brand ambassador.[15]
2012 - 2017[edit]
The term herbivore men[16] started to become mainstream in Japan. To reflect this change, Shota Matsuda was appointed as brand ambassador.[17] Products like Hair Jam were launched.[18]
2018 -[edit]
GATSBY appointed Arata Mackenyu and Yūya Yagira as the new brand ambassadors. The first advertisement was the GATSBY Cop series.[19]
Products[edit]
GATSBY is a total grooming brand with products of various categories including hair styling, face care, body care, shaving, hair color, fragrance, and others.[20]
Hairstyling[edit]
GATSBY Moving Rubber is the most popular hairstyling range in the GATSBY series. As of 2018, it sold 190 million units since its launch in 2006.[21]
Face Care[edit]
Body Care[edit]
Hair Color[edit]
Advertisements[edit]
References[edit]
- ↑ "About GATSBY". GATSBY. Retrieved November 5, 2012.
- ↑ "Group Company Information". Mandom Corporation. Retrieved September 23, 2012.
- ↑ "Company History". Mandom Corporation. Retrieved January 19, 2012.
- ↑ "GATSBY Brand". Mandom Corporation. Retrieved September 23, 2012.
- ↑ "Tokyo Street Fashion and Culture 1980-2017". Google. Retrieved Jun 1, 2017.
- ↑ "MALE BEAUTY AND COSMETICS FOR MEN IN JAPAN". Facts and Details. Retrieved October 31, 2009.
- ↑ "Yusaku Matsuda". Wikipedia. Retrieved November 10, 2015.
- ↑ "The asset price bubble in Japan in the 1980s:lessons for financial and macroeconomic stability" (PDF). Shigenori Shiratsuka. Retrieved March 15, 2003.
- ↑ "A-Ha! 30 Things You May Not Know About The Band Behind "Take On Me"". buzzfeed. Retrieved June 1, 2015.
- ↑ "Consuming life in post bubble Japan". E Machotka. Retrieved October 5, 2017.
- ↑ "If you're happy and you know it". Flipside Japan. Retrieved March 1, 2010.
- ↑ "Company Data". Mandom Corporation. Retrieved September 6, 2016.
- ↑ "About Moving Rubber". Mandom Corporation. Retrieved November 5, 2012.
- ↑ "Company Data". Mandom Corporation. Retrieved September 6, 2016.
- ↑ "GATSBY Cop". Mandom Corporation. Retrieved March 15, 2019.
- ↑ "A Phenomenological Study of "Herbivore Men" Masahiro Morioka" (PDF). Masahiro Morioka. Retrieved September 7, 2017.
- ↑ "Matsuda Shota chosen as new image character for 'GATSBY'". Tokyo Hive. Retrieved February 26, 2012.
- ↑ "Mandom Company history". Mandom Corporation. Retrieved March 29, 2019.
- ↑ "Kimura Takuya proves both funny and sexy for GATSBY". Tokyo Hive. Retrieved March 2, 2011.
- ↑ "About GATSBY". Mandom Corporation. Retrieved November 5, 2012.
- ↑ "Mandom report 2018-non-financial highlights, page 29" (PDF). Mandom Corporation. Retrieved September 6, 2018.
External links[edit]
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