Anfa has achieved rapid growth with its medicated scalp shampoo, Scalp D. The company, founded in 1987 by Kumahiro Miyama, underwent a rejuvenation of its management team in March 2024. The new president was Nanne Yoshida, born in 1987. After joining the company in April 2010, he was highly praised for his work in the marketing department, and has held various positions as a management executive, including at group companies. He was elected president at a young age.
Currently, the executives supporting Anfa Group are in their 30s, just like President Yoshida, who is in the company’s third round of new graduate recruitment.
It is often referred to as “passing the baton to the younger generation,” but such a bold change in generation may be rare. It is also unique in that it has been able to survive in the highly competitive category of shampoos and hair restorers with innovative
marketing strategies
. This is a company that young marketers reading MarkeTrunk should pay attention to.
Marketing that shows evidence
President Yoshida himself was active in marketing during Anfa’s growth period. When you were a young employee, what did you think of Anfa’s rapid growth? I asked him to look back on it, including his perspective at the time.
“There are several reasons for our rapid growth, but the big one is “product development based on medical ideas.” I think this is due to the fact that we conducted marketing that focused on appealing to customers.”
“In the first place, the reason behind the development of our main product Scalp D was an encounter with a doctor who was conducting research on the importance of scalp care in preventing hair loss and protecting hair. If it’s important, why not develop products that care for the scalp in collaboration with doctors?Wouldn’t it be possible to create high-quality products based on scientific evidence?All of our products, not just Scalp D, are supervised by doctors. Currently, other companies are developing similar products, but we have been particular about this aspect since our founding.This is why we have earned a high level of trust from consumers. I think it is.”
“Medical ideas” is a synonym for Anfa, but medical ideas alone do not mean that a product will suddenly sell. You want to properly convey the excellent concept of your product to consumers, and also to those around you. Such a marketing strategy is essential.
Scalp D specializes in scalp care, and has launched a new concept in which it is the scalp that should be washed, not the hair.
Developed under the supervision of a doctor, its scientifically based effects were accepted by many consumers, but the reason why such information spread rapidly was due to scientific evidence that differed from the common sense that “everyone should know.” It conveyed the facts in an easy-to-understand manner.
At a time when hair growth medicine was beginning to gain recognition, we sold products to the general public that had the same ingredients as the shampoos prescribed at clinics to treat thinning hair and AGA. The use of the backbone physician’s knowledge and clinical data on the Internet to appeal generated word of mouth.
In particular, Rakuten Market has developed marketing that thoroughly shows evidence. This became a hot topic and spread mainly through word of mouth on the internet.
What we decided against this was an attention-grabbing advertising strategy that featured celebrities. They don’t just advertise their products, they create exciting commercials that get people talking, and they also have medical evidence behind the products. These two sets further increased interest in Anfa’s products.
MarkeTrunk readers may also remember an early Scalp D commercial featuring Hiroyuki Miyasako shampooing his hair in a suit. Also, many people may remember the Minoki brothers, former SMAP members Tsuyoshi Kusanagi and Shingo Katori, who appeared in shocking appearances to promote a hair growth agent that was formulated with the extremely high concentration of minoxidil, which is famous as a hair growth ingredient. .
Is outpatient hair restoration a good idea? Is Scalp D good?
Rivals have appeared that are developing products based on a similar concept, but President Yoshida’s most recent challenge is not only competition with other companies, but also intensifying competition with medical services such as outpatient hair restoration services. Raised.
“Currently, the situation in the hair growth industry is changing dramatically.The reason for the change is that online consultations are now allowed, and you can receive a prescription for hair growth medicine from a doctor for around 5,000 yen without having to go to the hospital. Scalp D is a product that costs just under 4,000 yen, so many customers consider whether it would be better to use the prescribed medicine or not, and instead invest in the oral medicine prescribed through online consultations. Let’s keep the price low. Competing products are increasing, but a wider range of options are emerging as they all serve the same purpose: hair growth and growth.” (President Yoshida)
On the other hand, many people feel uneasy about taking oral medications. This is because there is some risk involved.
“Thickening of body hair, decrease in sexual desire, and increase in appetite. These side effects do not occur in everyone, but when they become popular on the internet, they become a concern. Naturally, topical medicines and shampoos are better. In addition to products such as shampoo, Anfa also operates a clinic for hair loss treatment, and offers products such as “medical hair growth” and “shampoo” that are tailored to each individual consumer. “We propose combinations such as “
Lineup of “Scalp D NEXT” at half price
We are also conducting marketing to expand Scalp D’s customer base.
“Scalp D costs just under 4,000 yen, but we also sell Scalp D NEXT, which costs just under 2,000 yen each.We mainly distribute through drugstores rather than mail order, and young people are looking to improve their hair for the next 10 years. Based on the concept of “training,” we are conducting a promotion featuring martial artist Tenshin Nasukawa.”
Anfa has grown through this kind of marketing, but what kind of vision does President Yoshida have for future growth?
“Anfer’s corporate philosophy is to increase the number of people who can enjoy life more by making themselves more beautiful and healthy.”As a result, we have created a lifestyle that is 10 years younger than your actual age. We are focusing on realizing an “active aging lifestyle” that allows you to stay active and have fun as you age,” says President Yoshida.
Sleep-related products become a new growth axis
What made Anfa successful in the first place was “developing products with the imagination of a doctor.” If so, by deepening and expanding relationships with doctors, we can expand our business based on medical ideas. It’s not just the hair growth genre.
“We have expanded our lineup of sleep-related products, including our current Brain Sleep Pillow, based on medical knowledge that the first 90 minutes of sleep are important for the quality of sleep, and have enhanced anti-aging effects. For women, we are strengthening our product line specializing in health and beauty.We have previously offered products that focus on eyelash care, but we have expanded into new areas such as alleviating menopausal symptoms and regulating hormone balance. We believe that we can contribute to women’s health and beauty with products that support women’s health and beauty.”
The company is also actively investing in regenerative medicine. “We are stepping into the medical field and working on technology development to extend active aging lives. By acquiring two types of regeneration, culturing and transplanting your own skin cells, you can improve skin firmness and wrinkles. We are working to commercialize a service menu for fibroblast cell therapy that brings rejuvenating effects such as
On the other hand, from an outside perspective, “investment in regenerative medicine” seems far removed from the company’s core business, but President Yoshida says that is not the case. “Our strength has been collaborating with doctors and developing products based on medical evidence.As Anfa Group, in order to establish this strength as a brand, we need to collaborate more than ever before and strive for success. We believe that it is necessary to invest in research and development of businesses that have a long road ahead of them, and to contribute to society through the realization of an active aging society, which is also the company’s vision.
Under young leadership, Anfa seems to be trying to develop a business strategy that looks far into the future.