DHC Health Supplement Vending Machine

Branded vending machines from the health and cosmetics company create a new point of sale

DHC is a Japanese cosmetic company that has proved successful in the direct sales online market. Now this leading name in health and beauty is introducing a new point of sale: vending machines. In July, three DHC-branded health and beauty supplement vending machines appeared at train stations in Roppongi and Ueno in Tokyo and Myoden in Chiba prefecture. The supplements available include blueberry extract, concentrated ukon (tumeric), and “perfect vegetable.” The products cover a wide variety of consumer concerns, from general health (”perfect vegetable”) to improving one particular aspect (blueberry extract) to fighting hangovers (ukon).  Prices vary depending on the ingredients: vitamin C costs ¥260 (US$2.73) while the “new slim” combination supplement costs ¥2350 (US$24.70). Each packet contains a month’s worth of capsules, though after an initial trial period, DHC has announced a plan to reduce the quantity to 20 days and lower the price.

Vending machines work double-time to advertise a product and offer immediate sales. Following the beverage vending machine marketing logic (namely, “you didn’t know you were thirsty until you spotted the vending machine”) DHC stands to increase its customer base by targeting those consumers who are not yet in the habit of purchasing health and beauty supplements. While the concept is being introduced at train stations, DHC plans to expand its vending machine presence to include hotels, campuses, and hospitals. A representative from DHC’s marketing division issued a statement expressing the company’s “desire to meet customers’ increasingly diverse lifestyle needs.”

Trend Potential: Non-FMGC companies are beginning to take advantage of the novelty and instant-gratification of vending machines to market a variety of products.

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