クラシエ LP analysis: 産後、顔に増えた「あるもの」とは？シミの原因に集中ケア

How this LP sells

Address the situation where postpartum moms experience increased facial spots through relatable episodes with their children, while promoting easy care with a medicated cream containing triple vitamins. Conveys the practicality of maintaining the routine even during busy postpartum periods and the importance of self-care through spot treatment.

Target audience

Busy moms in their 30s who have noticed increased facial spots after childbirth

Main message

産後、顔に増えた「あるもの」とは？シミの原因に集中ケア

CTA

ご購入はこちらから

Appeal

Solving a problemEase & time savingReviews & testimonialsStory & empathy

Offer

-

What is on the LP (top to bottom)

1. First View

   Present spot concerns and propose intensive care with triple vitamins.

   今、なんとかしたい！シミの原因に。トリプルビタミンで集中ケア
2. Story & Empathy

   Realistically depict postpartum spot concerns through an episode where a 35-year-old mom is pointed out by her child about facial spots.

   目の下にボツボツ（シミ）がいっぱい増えた…
3. Problem Presentation & Statistics

   Present survey data showing that increased postpartum spots are a common experience among many moms, demonstrating shared concerns.

   出産後、シミが増えたように感じる方は約70%！
4. Sister's Explanation & Proposal

   Professionally explain reasons for spots and skin condition importance. Introduce the ease of use of the medicated cream.

   肌なじみがよくてすごく使いやすいよ
5. Story Revisited

   Have the child draw mom's face again, highlighting the value of self-care including smile care.

   お化粧する時間もケアする時間もとれて…
6. CTA

   Direct to purchase page.

   ご購入はこちらから

Summaries are Doyle's analysis. Text in quotation marks is excerpted from the LP (source: the original page on the right).

Key takeaways

Self-awareness through child's action: Use scenes of children drawing their mother's face to make moms more acutely aware of concerns they might otherwise overlook, increasing motivation for care.

Justification through statistical data: Show that increased postpartum spots are a common concern for approximately 70% of moms, positioning individual concerns as a general issue.

Understanding of busyness and ease-of-use proposal: While depicting time constraints from childcare, promote ease of use with 'good skin compatibility and user-friendliness.' Enhance feasibility.

Trust building through peer conversation: Present advice as coming from a sister—a familiar figure—prioritizing approachability and trustworthiness over authority.

Value proposition beyond spot treatment:

Points that generally need care in this industry's expressions

Cosmetics and quasi-drug advertisements are subject to Pharmaceutical Affairs Law regulations on efficacy claims. Expressions indicating causality such as 'spots increase' or 'spots become more likely' and expressions suggesting improvement require verification of compliance with permitted standards.

This introduces general issues and does not judge whether this LP's expressions are appropriate.