Ace Co., Ltd. Approximately 50% of color contact buyers decide on an “image model”. Will the use of models aimed at the middle generation lead to market expansion?

Ace Co., Ltd.
About 50% of color control buyers decide on the “image model”. Will the use of models aimed at the middle generation lead to market expansion?

About 50% of color control buyers decide on the “image model”. Will the use of models aimed at the middle generation lead to market expansion?
Ace Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Masashi Yamashita), which operates the EC site “QUEEN EYES” for colored contact lenses (colored contact lenses), has purchased colored contact lenses even once. We conducted a questionnaire survey on Colorcon’s image model for those who have.
[Summary of questionnaire results]
About half of colorcon users select products based on image models Rino Sashihara and Tsubasa Masuwaka are popular image models in their 20s and 30s, accounting for about 70% of the responses.
Is the image model for people in their 40s and 50s the key to developing new sales channels?
[Survey overview]
・ Survey target: People who have purchased colored contact lenses even once ・Survey area: Nationwide
・ Survey period: September 1, 2022 to September 15, 2022
・Survey method: Collect responses using a crowdsourcing service ・Number of responses: 300
About half of colorcon users select products based on image models This time, nearly 50% of the respondents answered “yes” to the question “Have you decided which color contact lens to buy based on the image model?”
[Image 1

Figure: Have/No experience of purchasing colored contact lenses for the image model
The image models that survey respondents actually decided to purchase are introduced below in graphs and ranking formats.
*For image models, we surveyed those who are used in our products as basic choices.
[Image 4

Figure: Image model that decided to purchase colored contact lenses [Popular image model ranking]
1st place Rino Sashihara (31 votes)
https://www.queen-eyes.com/c/model/345chan/
2nd place: Tsubasa Masuwaka (28 votes)
https://www.queen-eyes.com/c/model/popsister_masuwakastubasa/ 3rd place Nozomi Sasaki (15 votes)
https://www.queen-eyes.com/c/model/sasakinozomi/
3rd place Yuko Araki (15 votes)
https://www.queen-eyes.com/c/model/arakiyuko/
5th place Kirara Asuka (9 votes)
https://www.queen-eyes.com/c/model/asukakirara/
6th Place Miyawaki Sakura (6 votes)
https://www.queen-eyes.com/c/model/miyawakisakura/
6th place Naomi Watanabe (6 votes)
https://www.queen-eyes.com/c/model/watanabenaomi/
8th place Yuko Sugawara (4 votes)
https://www.queen-eyes.com/c/model/sugamotoyuko/
9th place Chihiro Kondo (3 votes)
https://www.queen-eyes.com/c/model/chipi/
10th place: Naenano (1 vote)
https://www.queen-eyes.com/c/model/naenano/
Rino Sashihara, with 31 votes, and Tsubasa Masuwaka, with 28 votes, received the most votes. This result is about 40% of the 144 respondents who chose colored contact lenses as their image model. Rino Sashihara and Tsubasa Masuwaka are popular image models in their 20s and 30s, accounting for about 70% of the responses.
Among the generations who answered that they had purchased colored contact lenses as an image model, 26% were in their 20s, 47% were in their 30s, 19% were in their 40s, and 7% were in their 50s. , And “60’s” is 1%.
[Image 3

Chart: Age of respondents who have “purchased colored contact lenses as an image model”
Therefore, we will focus on the “20s and 30s”, which account for more than 70% of all responses, and look again at the image models that have decided to purchase.
[Image 4

Chart: Image model for people in their 20s and 30s who decided to purchase colored contact lenses
[Ranking of popular image models in their 20s and 30s]
1st place Rino Sashihara (31 votes)
https://www.queen-eyes.com/c/model/345chan/
2nd place: Tsubasa Masuwaka (28 votes)
https://www.queen-eyes.com/c/model/popsister_masuwakastubasa/ 3rd place Nozomi Sasaki (15 votes)
https://www.queen-eyes.com/c/model/sasakinozomi/
The top three answer results for people in their 20s and 30s were the same as those for all generations. From this, it can be seen that the “image model” not only has a great influence on the selection and purchase of colored contact lenses, but that influence is concentrated on a specific “image model”.
Is the image model for people in their 40s and 50s the key to developing new sales channels?
What I would like to focus on here is that 45% of the respondents in their 40s and 50s answered “I have purchased colored contact lenses as an image model”, not just those in their 20s and 30s, which is the volume zone of this survey. We can see that this is close to 48 percent of all responses.
[Image 5

Chart: Image models in their 40s and 50s with/without experience of purchasing colored contact lenses
Looking at the ratio of all generations, those in their 40s and 50s account for 26%.
Chart: Age of respondents who have “purchased colored contact lenses as an image model”
The generations of the 10 image models conducted in this survey are concentrated in their 20s and 30s, but the color contact buyers in their 40s and 50s are also not small.
[The age of the image model as a basic option]
・ 20s: Naena, Sakura Miyawaki, Yuko Araki, Yuko Sugawara (Yukosu), Rino Sashihara
・ 30s: Chihiro Kondo, Nozomi Sasaki, Naomi Watanabe, Kirara Asuka, Tsubasa Masuwaka
For example, Anne Nakamura is an image model that seems to be popular among people in their 40s and 50s. Most of the image models that can be selected are mainly idols and models, but Ann Nakamura is also active as an actress in addition to modeling, and has appeared in many works. Compared to young people who use SNS as their main source of information, SNS should be familiar to people in their 40s and 50s, who often watch TV.
Anne Nakamura
https://www.queen-eyes.com/c/model/nakamuraanne/
Also, some people in their 40s and 50s who chose “other, don’t know” mentioned Laura. Laura’s Instagram account, which is gaining popularity for her multi-talented activities, including the production of the apparel brand “STUDIO R330”, has over 8 million followers. Laura Official Instagram
https://www.instagram.com/rolaofficial/?hl=ja
The content of the posts is not only beauty and fashion, but also features a “natural-oriented” lifestyle such as meditation and morning routines. It seems that Laura’s way of living, which is healthy both physically and mentally, is gaining a lot of empathy from older generations than Laura.
Based on the above two people, it seems that further development of the color contact lens market for people in their 40s and 50s can be expected by scrutinizing the “platform where the image model is active” and the appointment of “image models who can empathize with the lifestyle itself”. .
Diversification of products that are easy to use regardless of generation, such as moderate functionality and natural design that are easy to use on a daily basis, will also boost the demand for colored contact lenses from the middle generation.
About QUEEN EYES
URL: https://www.queen-eyes.com/
Queen Eyes is an EC site that handles many popular colored contact lenses. You can search for products by brand, image model, color, etc., and you can purchase colored contact lenses with free shipping nationwide (even if you purchase one).
【Company Profile】
Company name: Ace Co., Ltd.
Location: 1-6-1 Roppongi, Minato-ku, Tokyo
Representative: Masashi Yamashita
Established: May 2, 2008
URL: https://www.acegroup.co.jp
Business description: Information system business, product sales service business
[Inquiries from customers]
Company name: Ace Co., Ltd.
Location: Izumi Garden Tower 37F, 1-6-1 Roppongi, Minato-ku, Tokyo TEL: 03-6280-3140 FAX: 03-6280-3141
Email address: info@acegroup.co.jp
Details about this release:
https://prtimes.jp/main/html/rd/p/000000010.000051991.html


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