LIP SERVICE, a women's apparel brand operated by Creage Co., Ltd. (headquarters: Shibuya-ku, Tokyo), has surpassed the 10,000-friend limit on LINE's new service, LINE@. The account, which was launched on December 13, 2012, reached this milestone on January 30, making it the first in the fashion industry to do so. LINE@, which launched on December 4 last year, is a business account for LINE, a communication app used by over 41 million people in Japan. For a monthly fee of 5,250 yen, it allows users to simultaneously receive in-store coupons and the latest information to encourage in-store visits. Lip Service, which targets women in their teens and twenties, saw a rapid increase in LINE usage, and therefore believed it could solve the problem of "information not reaching users." Therefore, it introduced LINE@, a low-cost marketing tool. Its first message, announcing a sale, saw a 50% increase in sales compared to the previous week.