Overview

When women were asked where they went to adjust a bra that had become uncomfortable, 97% said “the bathroom.” Media was developed based on this insight from the target market. The bathroom was chosen as the ideal place to communicate to women as they checked and fixed their appearance. Powder rooms were “hijacked,” starting with Tokyo Metro’s Omotesando station, and expanded to include 80 train stations and department stores across the nation. A “ribbon bra” sticker was placed on mirrors in the bathroom along with a message that communicated the “ideal bustline.”