Launched in 2017 in Japan, BROSH identified a market gap: most hair pomades were “one-size-fits-all” and lacked high-end offerings for Asian hair types. After extensive R&D, it released the flagship BROSH ORIGINAL POMADE in 2020, redefining professional hair care with its “Made in Japan” hallmark. Since then, BROSH has expanded into a full range of hair-centric products (combs, towels, apparel included), becoming a go-to brand for salons in Japan and beyond.
BROSH struggled with packaging shortcomings that hurt its market performance:
- Durability issues: Can coatings chipped easily; lids loosened during transit.
- Aesthetic flaws: Blurry printing made logos/uniform info hard to read; rough can surfaces felt “cheap.”
- Business impact: These issues triggered customer complaints, weakened pricing power, and cut repeat purchases.
To tackle these pain points, MERRYNEWON engineered targeted fixes:
| Problem | Custom Solution | Business Impact |
| Coating chipping | Applied a non-toxic, 5,000+ cycle friction-resistant coating. | Shelf longevity +30%; premium feel enhanced. |
| Loose lids | Developed exclusive molds for <0.1mm tight can-lid fit. | Transit damage rate dropped from 8% to 0.5%. |
| Blurry printing | Used high-precision silk-screen printing for sharp text/logo details. | Scan rates +25%; product info clarity improved. |
| Rough texture | Added 6-stage polishing for mirror-smooth can surfaces. | Customer tactile satisfaction doubled; repeat buys +18%. |
| Inconspicuous branding | Combined hot stamping, embossing, and engraving for layered visual appeal. | Shelf conversion +22%; brand recognition boosted. |
The partnership drove remarkable growth for BROSH:
- Image upgrade: The minimalist, “wabi-sabi”-inspired design sparked a 400% surge in organic social media buzz (Xiaohongshu, Instagram).
- Trust & loyalty: Packaging became a “Made in Japan” quality badge, slashing complaints by 67%.
- Pricing power: Premium product pricing rose from ¥1,200 to ¥1,800—with sales still growing 20%.
- Market expansion: Unified packaging across product lines helped BROSH secure top-3 salon distribution in Japan.
- Long-term partnership: Over 2 million units were purchased in 3 years, making BROSH MERRYNEWON’s “strategic Japan partner.”
The MERRYNEWON-BROSH collaboration proves B2B packaging is more than “cosmetic.” By optimizing manufacturing processes, understanding end-user scenarios, and validating results with data, brands can achieve a “quality → experience → pricing power” upgrade loop.
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