WiLL

The WiLL brand was a marketing approach shared by a small group of Japanese companies who decided to offer products and services that focused on a younger demographic from August 1999 until July 2004 in Japan. The companies that participated were the Kao Corporation (a manufacturer of personal hygiene, household detergents, and cosmetics), Toyota, Asahi Breweries, Panasonic, Kinki Nippon Tourist Company, Ltd, Ezaki Glico Candy, and Kokuyo Co., Ltd. (an office furniture and stationery manufacturer). Toyota also engaged in a similar "youth oriented" approach in North America, with the Project Genesis program. This selective marketing experiment reflected a Japanese engineering philosophy called Kansei engineering, which was used by other Japanese companies. All products were listed online at "willshop.com".

==WiLL-branded products or services== Asahi WiLL be Free WiLL Via Smooth WiLL Sweet Brown Beer Ezaki Glico WiLL ice for relax WiLL on time chocolate WiLL tablet relax WiLL black beans candy Kao WiLL clear mist WiLL air freshener WiLL OneWeek room freshener Panasonic WiLL Fax Machine ( WiLL Fax KX-FKN110 ) and attached handset ( KX-PW110CL ) WiLL Collapsible Bike (WiLL Bike, later WiLL E-Bike, battery powered) WiLL Mini Fridge (WiLL Fridge NR-B162R) WiLL Vacuum Cleaner (WiLL Cleaner) WiLL Desktop PC with LCD (WiLL PC) WiLL Alkaline ion water conditioner (WiLL A-Pure PJ-A301) WiLL Air purifier (WiLL Ion Conditioner) WiLL Microwave (WiLL Range) WiLL Full automatic washing machine with drying function (WiLL Laundry) WiLL seat cushion heater (WiLL Cushion Heater) WiLL Portable MD Player (WiLL MD) WiLL SD Multi Camera (WiLL D-Snap) WiLL DVD stereo system (WiLL Theater) WiLL Video built-in type TV (WiLL Tele-Video) Kokuyo WiLL stationery "Actic" Kinki Nippon Tourist WiLL City and Resort Tour WiLL Tour Hokkaido WiLL Tour Kyushu WiLL Tour Okinawa Will Sports Tour