The initial idea was to consider creating a specialty souvenir that would be Presents for those who work in Marunouchi and the number of tourists visiting the area, which continues to increase year by year. At that time, in October 2015, a hot spring springs up in Otemachi, and the hot spring → hot spring ingredients → souvenirs! However, planning and selling bath salts was new territory for our company, so we started out groping around.
Regarding commercialization, we asked for the help of Bathclin, which has the top market share in bath additives. In the first place, we learned for the first time that "hot spring ingredients" and "bath salts" are different, and I think that we, who knew nothing about it, were quite anxious, but please understand our feelings and accept the offer. I did.
To commercialize the product, we first had people from Baskulin experience Otemachi Onsen and then showed them around the streets of Marunouchi Area. Otemachi Onsen itself is a very rare type of hot spring, and we were able to proceed with product development based on the characteristics of the hot springs, such as the thick texture and color of the water, and the fact that it stays warm after bathing. However, developing the product concept took time. Marunouchi has many facets, such as a business district lined with skyscrapers, a shopping district lined with various stores, and Marunouchi-Nakadori Ave. Street with lots of greenery, so discussions were held on where to set the axis and convey the image of the city. I layered it.
By focusing on the ``champagne gold'' of Marunouchi Illumination, a winter tradition unique to Marunouchi that has continued for 17 years, and the unique ``amber'' color of Otemachi Onsen, we believe that we can create a product that is unique to Marunouchi. It led to Because we were particular about the color of the hot water, we had the people at Baskulin go through trial and error despite their tight schedule. Then, on the last day of work in 2017, I visited a research institute in Tsukuba, lit up a sample of the Marunouchi Illuminations in a conference room, and after making final adjustments on the spot, I managed to decide on the color of the hot water. Furthermore, the scent is conservative but not typical of Marunouchi, so we created ``Otemachi no Yu'' by creating an original scent of Japanese citrus instead of just citrus.
Next, my first venture into wholesale business was awaiting me. We were taught this from scratch by tenants who live in Marunouchi Area on a daily basis, and we were relieved when it was decided that more than 10 stores would carry the product.
We were also able to begin sales thanks to the understanding and cooperation of many people, including designers and printing companies who worked hard to keep costs down and still give the package a sense of sparkle. is completed.
We hope that this product will become one of the tools to further enliven Marunouchi in the future.
Mitsubishi Estate Property Management Co., Ltd. “Otemachi no Yu” staff
