A skincare company is capitalising on the unexpected success of one of its products by printing the logo in reverse so it can be read when customers pose with mirror selfies of it on social media.
The only disadvantage is that it means people who have the product in their hand need to read it backwards in order to understand what it’s saying. But it is not a problem in the store, as only the product itself is backwards, the box in which it is sold has the name the right way round.
But Rohto Pharmaceutical which is behind the Skin Aqua Tone Up UV Essence range of sun creams believe that is a small price to pay for the massive amount of publicity the online selfies are giving them.
They decided to act after the product became a surprise hit with young women in Japan, where the company is based, because of the pearlescent way it leaves the skin glistening.
The firm confirmed that because the selfies were being taken in bathroom mirrors before being posted on platforms like Facebook and Instagram, it decided to reverse some of its English language branding.
Rohto Pharmaceutical is based in the city of Osaka, in the Kansai region of Japan, but sells its products in 150 countries around the world, including the UK where it owns the Mentholatum brand of muscle pain relief products.