Mandan (China) Cosmetics Sales Co., Ltd., GATSBY, founded in 1978 in Japan, is a well-known men's hair care and makeup brand, which started with the production of hair oil, hair growth water and other hair styling products, and is now an international enterprise focusing on hairdressing and skin care products
It is a men's cosmetics brand born in Japan in 1978. Gatsby has always adhered to the concept of "men's styling cosmetics that are always in line with fashion trends". We hope to meet the fashion needs of men, and continue to develop and launch new products.
The JSPI series products were officially put on sale in July 1978. The brand name is a reference to the movie "The Great Gatsby" starring Robert Redford. In this era, young people have a low mindset and lose their enthusiasm and motivation for everything. But contrary to the times, JSPIE has launched 14 men's cosmetics with a unique masculine temperament. The advertising spokesperson used Hagiwara Keyichi. At that time, it was mainly used for hair styling products such as hair oils and hair growth lotions. The fragrant cologne is also very popular.
In 1980, in line with the needs of the times, the Kerspie men's cologne series was launched
During this period, cross talk and so on set off a craze. There is also a wave of "flashy" fever in society. With such a background era, in 1982, bidding farewell to the traditional cologne with a strong fragrance, the fresh and elegant fragrance "Jiespie cologne" was officially launched. The popular artist Yusaku Matsuda was also used in the commercial, which caused a lot of repercussions. At the same time, the launch of the HAIR BLOW was launched. Since hair styling products have always been based on hair oil, the launch of Hair Blow brought a sense of freshness to everyone and was deeply loved by young people at that time.
Among them, the advertising slogans of the two types of products "AMERICAN-AFRICAN" also left a deep impression.
In 1985, as a pioneer in the market, it was the first to launch the JSPIE styling mousse
The year 1985 was a year of the birth of a "new humanity" that deserves our memory. As a pioneer in the industry, JSPIE launched the "foamy hair shaping product" JSpie styling mousse. The launch of this series of products has completely changed the way men use cosmetics and advocated a new concept of hair styling.
Since then, JSPIE has continuously launched a series of products such as men's special cleansing series, facial masks, foundations, shower gels, etc. And further expand the field of men's cosmetics.
In 1988, the JSPIE series was completely improved, and new products and new packaging were launched
This was the age of the bubble economy. At this stage, JSPIE underwent a comprehensive renewal in 1988. Packaging has become more fashionable and tasteful, and products have become more efficient and functional. At that time, the face of the image adopted the famous band "A-Ha", which was famous for singing "Take on Me". This stage can also be said to be an important period for the expansion of JSPA's brand awareness.
In 1990, men's antiperspirant deodorant spray and cleansing wipes were put on sale
Since the bursting of the bubble economy, this era has been an era of great changes in consumer values. From the value of "high price equals high quality" to "good quality is high price", people have begun to pay attention to the real "value" of products. JSPIE also complied with this change and updated the entire brand again. At the same time, it also caters to the universal values of people at this time. The launch of men's antiperspirant deodorant spray has once again expanded the brand image and influence of JSPIE in men's cosmetics; It achieved good results in only a few months after it was launched in Japan, and it quickly captured the market with its strong strength. This was followed by the launch of the "Jiespie Cleansing Wipes", which uses paper towels to cleanse the face. This product can easily wipe away dirt from the face, bringing great convenience to outdoor cleansing needs, and is deeply loved by young people with strong cleanliness consciousness. The brand ambassador adopted a very special combination of "Eisaku Yoshida & Mori Rib Kenji". The advertising slogan "If you use Jieshipai, you will be more stylish" has also become a topic of discussion.
1996Breakthrough in domestic sales
In 1996, JSPIE switched to a new packaging, using a simple and relaxed silver series, which is now the packaging of JSPIE's shaped mousse. At the same time, Masahiro Motoki became the brand image spokesperson. In 1999, JSPIE achieved a breakthrough in sales in Japan. Even so, JSPIE did not rest on its laurels and was more active in developing new product lines after the packaging was updated.
Riding on this momentum, the Jerspie Hair Color Cream was born.
In 2006, JSPai did whatever it wanted
In any era, we can understand the psychology and needs of young people. And launched a casual men's daily cosmetics brand with a fashionable style in line with the trend. However, in 2006, the JSPIE made a huge shift and created a new image.
The first is the launch of the hair styling and styling series: that is, the evolution from the "styling wax" series to the "shaping wax" series. The brand appeal is based on the core advertising slogan of "do as you like". The target audience is high school and college boys who follow trends and love interesting things, and propose "trendy fashion styles" for them. And take this as an opportunity to use Mr. Takuya Kimura as the spokesperson of the brand image of Jiespie. The Jespie, which can lead the trend in any era, accepts the challenge again; Lead the young people to create a flexible and inclusive self-personality as they wish.
In December 2007, the new series of hair waxes was officially launched in China. With the core advertising slogan of "JSPIE, do what you like", and with the popular Japanese star Takuya Kimura as the brand spokesperson, the image of the JSPIE brand has been further strengthened. JSPIE has also set a new trend for fashionable young men again.
In 2008, a new product aimed at Chinese consumers was launched, and Feilun Sea was used as an image endorsement
In 2008, in response to the Chinese market and the needs of Chinese consumers, JSP took the lead in developing and launching a new product series, and at the same time improved the original hairdressing products, and the overall feeling was richer and more fashionable and dynamic. At the same time, it also takes into account the early morning time of school and office workers, and strives to be fast and convenient in the way of use, so as to meet the unique needs of Chinese consumers for hairstyles. Since November, a large number of media promotions have been invested in the popular Taiwanese artist group Feilun Hai, and under the advertising of "I am very type, Jieshipai", the whole hair has become a trend, and the whole hair has become an indispensable part of everyone's life.
2010 How to do it with no hair--- Chen Kun
This time, the post-90s high school students are the main target group, and the advertisement is expected to appear in March. According to Mandan's independent survey, "Chen Kun" enjoys a high reputation and favorability among the post-90s generation and young white-collar workers across China. The advertisement uses a hairstyle that is in line with the target group, and is fashion-conscious and creative with "tone". The new creative design guided by the image of "Chen Kun" allows Chinese men to discover their handsome selves, and at the same time infiltrates the Chinese market with the concept of "GATSBY is a brand that can truly understand Chinese men".
