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• 1978 ~ 2005 |
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| 1996 |
JAPAN'S SALES FIGURES HITS 1,000,000,000 YEN |
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As of 1996, GATSBY renewed the packaging,adopting a simple and casual silver series packaging. Masahiro Motoki was the ambassador of the CM for the renewed series. In 1999, GATSBY sales exceeded 1,000,000,000 YEN. Despite the success of the renewal, even greater efforts were put in to develop new and unique products.
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| 1990 |
LAUNCH OF MEN'S DEODORANT SPRAY AND OIL CLEAR PAPER |
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In the 1990s, the boost in economy affected consumers perception of " value". The mindset adopted was that high quality was equivalent to high value. Consumers began to consider a product’s “Real Value”.
With the rapid changes in the environment, GATSBY has also evolved the brand according to the rapid changes in society. Launch of men's deodorant spray further expanded GATSBY brand's awareness in the men's toiletries market. Sales in the 1st 5 months exceeded 100,000 yen. In addition, GATSBY introduced a new concept product [GATSBY facial paper]
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| 1988 |
RENEWAL OF GATSBY BRAND |
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In 1988, GATSBY improved its packaging to something more trendy, and there was also improvement in the quality and usability.
The CM adopted popular band [A-HA] as well as the music theme [Take on Me]. GATSBY brand awareness increased tremendously during this period.
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| 1985 |
BEING THE MARKET LEADER, HI FUNK GATSBY SERIES OF MEN'S HAIR FOAM WAS INTRODUCED |
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1985 was the era of [New Generation]. GATSBY was the first to introduce foam into the market. With the introduction of foam, it changed the mindset of men using cosmetics.
GATSBY further introduced facial paper, pore packs, etc. Bringing the concept of men's cosmetics to new heights.
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| 1980 |
TO MEET DEMANDS OF THE TIME, GATSBY SHOWER FRESH SERIES WAS INTRODUCED |
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During this period, there was a comedy boom.
As of 1982, GATSBY started sales of perfume and [ EAU DE COLOGNE] was changed to a slightly milder fragrance with the launch of [GATSBY SHOWER FRESH]. At that time, actor Mr Yusaku Matsuda was the lead of the CM.
At the same period, GATSBY introduced GATSBY hair blow. Hair mist was the main styling product in this period. Hair blow gave consumers a new feeling and garnered support from the youths of that time. The [AMERICAN -AFRICAN] CM used to promote the items also become hugely popular.
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| 1978 |
BIRTH OF GATSBY THE BRAND |
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GATSBY series was available for sale in July 1978.
The brand name GATSBY originated from the film [THE GREAT GATSBY] starring Robert Redford.
What was known as the [Moratorium] period,the youths of this period had negative mindsets, and had a lack of passion and motivation.
GATSBY however was the opposite. During this period, 14 individual products suited for the individual male was introduced.
During this period, hair water was the main hair styling product. Stronger smelling items [EAU DE COLOGNE] was one of the topsellers.
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