Pola wonders how much happier Japanese mothers are when called by their first names

Cosmetics brand Pola has ventured into Dove feel-good territory with an experiment to find out what happens to Japanese women’s happiness levels when they were called by their first names instead of “mum”.

The research has been crafted into a four-minute film entitled ‘Call her name’.

The film is not dissimilar in sentiment to recent campaigns by Unilever brand Dove, which champions positive body image, and P&G’s Pantene, which supported women’s rights with its ‘Labels against women’ film.

The Pola film, which is running on YouTube, links through to a website where users are introduced to the Pola cosmetics range.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing