What's the Effect of "Japan's Only" vs. "Japan's First"? ~ Using POLA Wrinkle Shot Commercials as an Example
Recently, as markets mature, appeals based on being "the only one" or "number one" have become less common. But how effective are they really? Using our "Creative Chart"*, we'll compare the effectiveness of these two expressions by examining commercials for the same product that used both "Japan's only" and "Japan's first".
Comparing the Effectiveness of Expressions Using POLA's Serum Commercial
This time, we focus on "POLA Wrinkle Shot".
"Wrinkle Shot" is a medicated serum (quasi-drug) sold by POLA that claims to improve wrinkles.
As women know, serums are often among the pricier items in basic skincare, so careful consideration is needed when buying a new one. You look at the product site, get samples, check reviews, and decide on something that seems likely to deliver the results you want. Naturally, you're curious about what features the product has.
Let's take a look at the creative for POLA Wrinkle Shot's commercial.
Amidst mysterious music, the shape of a human face emerges behind swaying orange cloth. The point where the silk-like, soft-textured cloth instantly snaps taut upon touching Wrinkle Shot likely signifies the product's wrinkle-improving effect. The opening sequence, featuring only the mysterious music and swaying cloth, might seem eerie at first glance. However, unlike direct horror appeals showing actual human faces or wrinkles, it also conveys a sense of creative sophistication. The text explanations in this commercial are limited to just two points: "Experienced by 240,000 people" and "Japan's first. Medicated cosmetics that improve wrinkles."
In the initial launch commercial, the tone and style were identical, but the text description read: "Japan's only medicated cosmetic that improves wrinkles."
This time, we'll compare the effectiveness of "Japan's first" versus "Japan's only" using these two materials. To state the conclusion upfront, the commercial rated higher is the one using "Japan's only."
Comparing the two commercials, the one promoting "Japan's only" achieved double the advertising favorability score of the "Japan's first" version. Furthermore, it also outperformed the other by over 10 points in "product/service impression" and "purchase/usage motivation."
This is likely because the CM effectively communicates the unique selling points specific to "Wrinkle Shot," resulting in higher ratings for message "clarity" and "uniqueness."
Comparing the messages of the two commercials, the "Japan's first" one might leave some viewers thinking, "I get it's the first in Japan, but why does it have to be Wrinkle Shot...?" For users, the order in which products are released might not matter much.
On the other hand, "Japan's only" clearly conveys the meaning "only Wrinkle Shot," communicating the unique strength exclusive to this product. If you want to improve wrinkles, you can choose this without hesitation!
But what happens when it's no longer "the only one"?
It's clear that the expression "unique" effectively communicates a product's benefits and resonates well with consumers. However, "unique" can only be used literally when something is truly one-of-a-kind. When products with the same effects or benefits appear, a different expression becomes necessary. The third Wrinkle Shot commercial offers a hint for what expression to use in such a situation.
In addition to changes in elements like music and background, the text-based appeal has changed to "Discovery. The world's only wrinkle-improving mechanism." and "Japan's first approval. Improves wrinkles using the skin's own power." (Incidentally, this commercial uses footage of the famous Canyon X, a sand-formed canyon in the US, instead of fabric. It was filmed at a famous spot that only allows 10 people per day, showing the effort put into the commercial production.)
How did it fare? The survey results are shown below.
For this commercial, scores that had declined with the "Japan's First" approach—such as "advertising favorability," "product/service impression," and "purchase/usage motivation"—are showing a recovery trend.
POLA Succeeds with New "Only One" Appeal
One factor contributing to the recovery in commercial ratings is likely the inclusion of a new unique selling proposition. By using the phrase "the world's only wrinkle-improving mechanism," the focus of the unique selling point has shifted from "the product itself" to "the mechanism." While other medicated cosmetics claiming "wrinkle improvement" have emerged, Wrinkle Shot successfully positions itself as the "world's only" product that improves wrinkles through POLA's unique "mechanism," replacing the previous "Japan's only wrinkle-improving 'cosmetic'" claim. Expanding the scope of "only one" from "Japan" to "the world" may also enhance its impact.
It also emphasizes its authority through the phrase "Japan's first 'approved' product." The word "approved" lends prestige, making consumers expect that even if the price is a bit steep, they'll get results worth the cost.
The new unique selling point has proven effective, earning the highest ratings for "convincing power," "uniqueness," and "dedication" among the three ingredients. This CM successfully delivers its core message—what makes Wrinkle Shot truly unique—in a clear and impactful way.
Even if the product itself isn't one-of-a-kind, it seems that a commercial's evaluation improves when it effectively communicates a unique selling point that resonates deeply with consumers.
This time, we focused on the "verbal expression" in commercials. It's clear consumers are sensitive to such changes. In the cosmetics industry, research advances daily, and new products are constantly being released. As a woman, this is truly delightful. Having reached that age where I rely on serums for my troublesome skin, I, too, as a consumer, will continue to pay attention to commercials to see what unique features each newly released product offers.
*Introducing Creative Chart
Creative Chart is Video Research Ltd.'s commercial evaluation survey. It acquires evaluation data from video content, which was traditionally difficult, and accumulates data from various past commercials. This enables comparisons within the industry and across all sectors. Surveys are conducted twice weekly, allowing for swift confirmation of evaluations and reactions to commercials timed to coincide with campaigns.
This article is edited based on Video Research Ltd.'s VR Digest published in December 2017.
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Author
Ayumi Matsumoto
Video Research Ltd.
Joined the company in 2014. After working in the research and analysis department for media companies, I am currently engaged in ad hoc survey planning and analysis for advertising agencies and advertisers. I support clients in identifying and solving their challenges through advertising effectiveness measurement and creative verification.
