POLA Company overview

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  POLA expands premium pass to strengthen OMO strategy

  

  POLA has planned to improve the way its online and offline sales work together. It aims to provide a better customer experience and is connecting its stores, department stores, consignment outlets, and online shopping for this. To support this effort, POLA introduced the POLA Premium Pass membership program in 2023. The program now has more than one million members. It’s a way to connect customer accounts across all platforms and provide a more integrated customer experience. Also, it provides a more consistent experience with the brand no matter where people shop. This strategy closes the gap between online and offline shopping and creates a smoother customer experience.

  (Source: POLA)

• POLA shifts to community store model in Mainland China

  

  POLA is changing how it operates in mainland China as the economy has been weak and demand has remained low. Stores that aren’t profitable are being closed down and they are moving to smaller community-based stores in richer residential areas. The new stores are less about selling products and more about personal consultation, exclusive events and building long term relationships with customers. The aim is to increase customer loyalty and overall value over time.

  (Source: POLA)

  

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  POLA targets ASEAN as key growth market

  

  POLA sees ASEAN as an important region for future overseas growth. It aims to step up its presence by creating more customer touchpoints and attracting new customers in ways that are appropriate to each country’s culture and habits. By adapting to local preferences, POLA aims to make ASEAN a major source of its overseas revenue in the coming years.

  (Source: POLA)

• POLA brings online customers into premium salons in Japan

  

  In Japan, POLA is introducing a new salon model through its consignment sales channel to improve its local business. These salons will be placed in key city and regional locations and will mainly serve customers who first discover the brand online. The idea is to turn these stores into destination spots, strengthen the brand’s image as a premium beauty salon. And also, it helps to improve the way customers experience the brand in person.

  (Source: POLA)

  

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  Product and service upgrade strategy at POLA

  

  POLA is planning to grow its key skincare products in 2025. In the first half of the year, it will expand its WRINKLE SHOT and WHITE SHOT lines. In the second half, it will relaunch its main B.A skincare series and refresh its salon treatment services. The goal is to bring in new customers and also increase spending from long-term loyal customers.

  (Source: POLA)

• POLA focuses on personal selling and customer relationships

  

  POLA continued to build its direct selling model, which is based on Beauty Directors who work closely with customers in their communities. These Beauty Directors focus on personal relationships, which helps create long-term customer value. By combining this personal approach with data and customer analysis, POLA wants to keep customers longer and strengthen loyalty to the brand.

  (Source: POLA)

  

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  POLA uses AI Skin analysis for personalized skincare

  

  POLA uses its own Motion Scan technology to analyze skin in detail. It takes a short 14-second video of the face and collects about 1.7 million data points to study the three layers of the skin. Based on this analysis, it gives highly personalized skincare advice. Customers can also access support through the POLA app, “Hadalog me,” which connects in-store analysis with digital recommendations. Through skincare science, data, and personalized guidance, POLA improves customer experience and encourages long-term use of its products.

  (Source: POLA)

• POLA combines salon services and retail for premium experience

  

  POLA has planned to improve the ways it connects with customers by focusing on in-store experiences across about 2,500 stores in Japan. These stores offer services like skin checks, makeup touch-ups, and salon-style treatments. Customers also get advice on skincare and product use from trained Beauty Directors. By combining consultations, treatments, and home care products in one place, POLA creates a complete beauty experience. This helps build stronger customer relationships, encourages repeat visits, and supports its premium brand image.

  (Source: POLA)

  

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  POLA enhances engagement through integrated membership ecosystem

  

  POLA is improving customer loyalty through its “POLA Premium Pass” membership program. It’s a free system that links together shopping history, skin analysis results, and digital services under one customer ID. This makes it easier for customers to move between online and in-store shopping. Members can get benefits like in-store pickup, personalized beauty advice, early access to new products, and special campaigns. The program also rewards purchases with points (1 Yen equals 1 mile) and encourage customers to keep coming back and increase long-term loyalty.

  (Source: POLA)

• POLA’s “We Care More” initiative focuses on sustainability and community

  

  POLA promotes sustainability through its “We Care More” initiative, which focuses on caring for people, society, and the environment. It uses its large network of around 19,000 beauty directors and coordinators and more than 2,500 stores across Japan. This is to support local community activities alongside its main business operations. This approach connects social contribution with business growth and helps build long-term brand value.

  (Source: POLA)