Providing Comfort for Difficult-to-Talk-About Concerns
New Product Landing Page Creation for Women in the Menopausal Age Group
Asahi Group Foods requested the production of a landing page (LP) for a new product launch. The main target audience for the product is women in their 40s and older who experience menopausal symptoms. These women often find it difficult to talk about their symptoms even with family or close friends. With this in mind, we aimed for a bright and warm design that avoids negative impressions while encouraging a positive attitude toward purchasing the product. We worked closely with the agency’s representatives to align on the design concept, ensuring that the overall site conveys a sense of reassurance and approachability. At the time of the launch, the talent Emi Hashino was appointed as the image character and appeared in key visuals and video content. Through her bright and positive image, the goal was to further enhance the product’s appeal.
Fluctuations’ and Femcare Conveyed Through Videos and Survey Results
The content includes videos and a feature called “Life Hint Cards,” which allow users to tap and see tips on how to cope with menopausal changes. Because this is a topic that many women find difficult to discuss with others—thinking, “I wonder how everyone else is handling this?”—the site is designed to provide information in an easy and approachable way. In addition, a survey was conducted with 500 women aged 40–59 regarding “fluctuations” and “care for fluctuations.” This clarified attitudes toward “fluctuations in women in their 40s” and femcare, which were then presented clearly on dedicated pages within the site. Through this approach, the LP was designed not only to introduce the product but also to serve as content that encourages users to reflect on their own bodies and feelings, creating a user-centered experience.
- (Agency)
- GMO NIKKO
- (Client)
- Asahi Group Foods, Ltd.
- (Year)
- 2023
(Category)
Illustration(5)
Copywriting(18)
Service Design(3)
Brand Site(2)
AWS Infrastructure & System Development(4)
Planning (Concept & Promotion)(18)
AI-Powered Development(1)
Video Production(4)
Branding(9)
CI & VI Logo Design(13)
Graphic Design(26)
Editorial Design(9)
Corporate Site(12)
Recruitment Site(6)
Landing Page(10)
EC Site(6)
Animation(7)
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