ReZARD’s most popular product — the shampoo that can be called the “lifeline” of the brand — has finally been decided to be discounted. In addition, the shampoo and treatment are now being sold at the new, reduced prices, and a 20% off subscription campaign is also running. (Until December 5, 11:59) Product details and purchase link: https://rezard.jp/beauty/index.html
In this article, we will clearly summarize from a writer’s perspective what Hikaru revealed during the executive meeting: “Shampoo issues,” “Reasons for the price reduction,” “Transition to refill packaging,” and “Quality secrets uncovered during the factory visit.”
■ The Best-Selling Shampoo That “Had Never Been Discounted”
ReZARD’s shampoo is a salon-level product, made as if the highest-grade ingredients used in professional beauty salons were poured in directly. Its production cost is high, and from the beginning, it gained attention for being “worth more than its price.”
However, even though Hikaru had originally promised, “Once it sells in large volume, I will lower the price,” the continuous rise in raw material costs prevented the brand from making that price reduction—until now.
■ What Hikaru Focused On Was Not “New Acquisition” But “Cancellation Rate”
During the meeting, Hikaru emphasized: “It’s more impactful to reduce the number of people leaving than to just increase new buyers.”
- Shampoo subscribers: approx. 40,000
- Cancellation rate: 10% per month (extremely low compared to 20%+ for typical D2C brands)
- Approx. 4,000 people cancel every month (some return later)
If this “4,000 cancellations” could be reduced by half, that alone would result in a yearly increase of 24,000 users. The key reasons behind cancellations were “price” and “excess shampoo left over.”
■ The Problem: “Too Much Shampoo Left Over”
Many customer voices pointed out the same issues:
- “I always have leftover shampoo every month.”
- “Only the treatment isn’t enough.”
- “I want refill packaging.”
- “The pump bottle leaves product at the bottom that I can’t get out.”
Even Hikaru himself noted, “The treatment always runs out first,” during his personal use.
■ Hikaru’s Proposal: “Stop Selling Bottles and Fully Switch to Refills”
This was the most revolutionary part of the meeting. Hikaru proposed:
“We don’t need bottles anymore. Let’s switch to refill pouches only and lower the price.”
Reasons included:
- Many customers buy bottles at 100-yen shops.
- Pouches allow every last bit to be used.
- Production cost drops significantly.
- Inventory management and lead time improve drastically.
While bottle manufacturing alone required more than half a year of lead time, refill pouches reduce that to about 2–3 months. This allowed a guaranteed minimum price reduction of 300 yen.
■ Factory Visit Shows “Unbelievably High Production Costs”
The factory manager and developers stated:
- “The production cost is unbelievably high.”
- “Whenever we were unsure, we picked the better ingredient — cost ceiling removed.”
- “This is an 8,000-yen class product being sold for around 4,000 yen.”
Both the male (Scalp) and female (Moist) lines were revealed to use exceptionally high-grade formulations.
■ Factory Shocked: “500 Yen Off Just by Switching to Refills”
Initially, a 300-yen reduction was planned, but during the visit, Hikaru insisted: “Let’s make it a clean 500 yen reduction.”
The factory agreed on the spot, leading to:
- Shampoo → 500 yen discount
- Treatment → 500 yen discount
- Set purchase → 1,000 yen discount
Moreover, the discount wasn’t for “a future update” — it was applied immediately after the meeting.
■ Summary of the Renewal (Shampoo-Related Only)
● Changes
- Bottle sales → discontinued after current stock ends
- Transition to refill pouches only
- Bottles become optional add-on items
- Adjusted volume to prevent leftover product
- Shampoo and treatment → 500 yen discount (effective immediately)
● Benefits
- Easier to continue using
- Lower cancellation rate
- No leftover product
- Stable supply with improved inventory & lead time
- Reduced packaging costs → returned to customers
■ “8,000 Yen Quality for 4,000 Yen” — Now Even Cheaper
According to the factory:
“This formula at this price range is truly abnormal.”
“It’s only possible because they use YouTube instead of traditional advertising.”
Products that would normally cost 8,000–10,000 yen are being sold for 4,000 yen — and now with an additional 500 yen discount. A highly unusual case in the beauty industry.
■ Conclusion: This Price Reduction Is Not “Just a Campaign,” but the Strategy Itself
Hikaru’s approach is clear:
- The discount itself becomes effective advertisement
- The more it sells, the more the price can be reduced
- Keeping promises and acting sincerely is a top priority
- Lowering the cancellation rate to 5% would be revolutionary
The final goal is to reach 100,000 haircare subscribers. If achieved, the factory said even further price reductions could be possible.
■ New Prices & 20% Off Subscription Campaign Now Live on the Official Site
ReZARD’s shampoo and treatment are now available at the new price after the 500-yen reduction. Additionally, a limited-time 20% off subscription campaign is live until December 5 (11:59).
Product link:
https://rezard.jp/beauty/index.html
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