Appealing Brands to Highly Sensitive Audiences in Beauty, Health, and Lifestyle

IRIE OFFICE LLC is responsible for the marketing and corporate liaison for the yoga production team "SHONAN BEACH YOGA (hereinafter, SBY)".

SBY conducts the "MORNING BEACH YOGA" program, which helps participants prepare their mind and body by the sea, before the annual Zushi Film Festival held during Golden Week. This year, our company planned and executed the sponsorship measures for this program.

Memorable Morning Beach Yoga

This program is a gathering place for participants highly interested in beauty, health, wellness, and lifestyle, providing an opportunity for experiential promotion where brands can naturally convey their worldview and products.

Sampling measures that reached highly beauty and health-conscious participants and received positive feedback.

This year, despite adverse weather conditions, three classes were held with a total of approximately 250 participants. Popular instructors, including yoga instructor/model Waka Nozawa, led the classes, creating touchpoints with highly sensitive participants.

Instructors in charge

April 26 (Sunday): NANA

April 29 (Showa Day): Waka Nozawa

May 2 (Saturday): Akane Mishina, Yohei Yamaguchi

At the venue, product sampling from sponsoring companies was carried out, and gifts were provided to yoga instructors and influencers. The captured content was also utilized as SNS content, such as Instagram Reels for sponsoring companies, leading to information dissemination beyond the event day.

Yoga Instructor NANA

SBY's events are not just simple event sponsorships; they are venues that create natural encounters with brands while empathizing with participants' values of "cherishing their own condition."

This time, it was implemented in a short period due to a sudden consultation, but we were able to achieve certain results even with limited preparation time.

SBY works with influential yoga practitioners in the health and wellness field, such as model/yoga instructor SHIHO, Waka Nozawa, and Rio Matsumoto, who are called "SBY Friends." In winter, they also have a track record of wellness events in collaboration with Hoshino Resorts Tomamu and Hilton Niseko Village in Hokkaido, allowing for year-round development.

Attendees at "MORNING BEACH YOGA" with Waka Nozawa (center)

Going forward, in addition to measures at event venues, we will propose a wide range of collaborations tailored to corporate marketing objectives, including SNS dissemination, influencer collaboration, secondary use of captured content, and media exposure through press releases.

Furthermore, SBY conducts yoga events throughout the year, and in addition to utilizing existing events, it is possible to hold events in Tokyo or at stores according to client requests. We also support more in-depth collaborations such as planning and executing workshops and talk shows, and joint product development.

Examples of MORNING BEACH YOGA 2027 (next year) sponsorship menu

(*Also available for other events conducted by SBY)

・Event naming rights

・Venue branding

・Booth exhibition

・Product sampling

・Visitor snap photography

・Gifting to yoga instructors/influencers

・SNS posts utilizing event day captured content

・Press release distribution for announcements/event reports

・PR measures aimed at media placement

・Planning and execution of workshops tailored to client requests

Companies interested in brand appeal in the beauty, health, and lifestyle sectors, or in creating touchpoints with highly sensitive communities, are encouraged to contact us.

IRIE OFFICE LLC is SBY's marketing partner, responsible for planning, sales, and progress management in collaborations with companies.

As an initiative between clients and SBY, we can offer various proposals beyond events, including SNS and content. Through collaboration with SBY, there is a possibility to propose flexible developments, such as creating natural connections with talent and influencers, in ways different from regular advertising measures.

Moving forward, we will continue to work with SBY to utilize partnerships in a valuable way for corporate marketing.

IRIE OFFICE LLC (IRIE OFFICE) is a company that handles content from Shonan. ① Initiatives in the beach area (collaboration with Shonan beach associations): Numerous beach promotion achievements including Nivea, Essential, Del Monte, Shin Ramyun, Lenovo. ② Initiatives in the marine environment area (NPO law...