As a high-end brand positioned in the fields of health and beauty, WTL (WHO'S TIMELESS) has placed multiple products in prominent positions in the health care area of its stores, and has repeatedly displayed the "waiting for shipment" logo. Among them, a breath clearing new film that focuses on "refreshing breath from the gastrointestinal root" has been labeled as "dating savior" and "workplace breath anxiety free tool" on social media, sparking a wave of buying frenzy.

According to the Japanese operator of WTL, the cumulative sales of its breath clearing new film series have exceeded 800000 boxes in just the past quarter, an increase of 220% compared to the previous quarter. At the same time, the brand's plant-based nutrition tablets and deep sleep conditioning products have also become popular, driving WTL's overall offline channel sales to increase by nearly 150% month on month.

Rewrite the logic of fresh breath: from "covering" to "gastrointestinal regulation"

In Japan, a country that pays great attention to social odor management, breath fresheners have been mainly in the form of sugar tablets, spray, etc. for a long time, and their action modes are mostly short-term physical masking. The WTL R&D team has identified that over 60% of persistent bad breath actually stems from gastrointestinal issues, including excessive stomach fire, imbalanced gut microbiota, and digestive dysfunction. To this end, WTL Health Tablets propose a dual pathway solution of "oral and gastrointestinal".

After ingestion, it can not only effectively inhibit the growth of odor causing bacteria in the oral cavity, but also reach the gastrointestinal environment after ingestion, gently regulate digestive function, and balance gastric qi. It can significantly improve the morning discomfort caused by gastrointestinal discomfort, such as bitter mouth, dry mouth, and odor rebound. It precisely satisfies the rigorous and picky psychology of Japanese consumers, making WTL stand out from any competitors on pharmacy shelves.

I am very troubled by the sticky feeling in my mouth every afternoon. I have tried many lozenges, but they are ineffective after one or two hours, "a 34 year old office worker reported during a store follow-up." This WTL box is no longer just fresh sugar, but more like a gastrointestinal health supplement. Now I have become accustomed to taking one tablet after meals, and even feel that the frequency of stomach bloating has decreased. ”Similar word-of-mouth has also emerged on beauty review platforms such as Cosme, leading to a rapid surge in product repurchase rates to over 40%.

Industry analyst Reiko Tanabe pointed out in a column of Health Industry News that "WTL wisely avoided direct confrontation with giants such as Meiji and DHC in terms of comprehensive nutrition lines, and instead chose to make technological depth in extremely small incisions such as' gastrointestinal halitosis' and 'healthy weight gain'. This requires precise consumer insights and a determination not to be afraid to maximize quality in a narrow market. Japanese retail terminals have always been extremely cautious about the listing of functional foods, and the large-scale deployment of WTL indicates that its product strength has passed the strictest scrutiny. ”With the hot sales of offline supermarkets, WTL has also completed a quiet "grass planting" revolution on social media.