Men look to shed a few years off their aging skin

August 18th, 2011 by Felicity Hughes

While the cosmetics industry has women slathering their faces with a variety of high-price lotions and potions, up until recently Japanese men have been relatively immune to the pseudo scientific claims of anti-aging creams. But it looks like that’s all set to change as manufacturers begin to bring out a range of products that promise to return elasticity and shine to middle-aged men’s skin.

Nivea’s Revitalizing range has proved popular

The breakthrough brand, according to Nikkei Trendy, on the Japanese market has been Nivea. When the company’s Revitalizing series was launched in 2006, sales that year were an impressive ¥3.5 billion, but they have steadily climbed and in 2010, almost doubled to ¥6.2 billion. Nivea’s success is thought to be down to both straightforward advertising, which simply states the product is for men who feel their skin is lacking tautness and looking a bit dull. It’s also thought that men who are embarrassed to ask advice about anti-aging cream feel they can trust the brand because they are familiar with it through their mothers or wives.

Otsuka pharmaceuticals were next to follow suit. In September 2008 they launched a range of moisturizing products for men called UL.OS. Their research indicated that though young men spend a lot of money on facial washes or on aftershave, only 10 percent were moisturizing. The range includes a lotion, milk and cream. The packaging is minimal and, compared to women’s moisturizing products, the price is extremely reasonable (200 ml of Skin Lotion costs just ¥1,890).

Lucido, a company that makes cosmetics for men, is boldly advertising that it has created a range for 40+ men. While this might not look too glamorous on packaging, the company reckons a no-nonsense approach is something that men, who are worried about losing their looks, will appreciate.

Lucido looks as though it might have a trump card up its sleeve with a new product launch at the end of the month. “Slightly Tinted Moisturizing Cream” is somewhere between foundation and a moisturizer; the product can cover unsightly blemishes while also, of course, replenishing the skin with essential oils. We think it might be a hit with men who might otherwise shy away from buying make-up products.

As companies target this potentially lucrative market, drugstores are giving over display space to men’s anti-aging creams. It looks like many in the industry are hopeful that they can revive the fortunes of the flagging cosmetics market (which has been rather depressed since 2008’s financial crash) as well as bring the luster of youth back to crinkling skin.

Tags: , ,

One Response

  1. The only problem with this ad is that there are no Japanese women or children featured. Is Japan still under the “White is right” scheme when it comes to advertising?

RSS

Recent Posts

  • 100 years of Japanese beauty in one minute

    Cut is setting its lens on Japan as it shows the dramatic changes Japanese women have gone through in the past century.

  • Studio Ghibli on a roll with licenses for new toys

    Nibariki has new wind-up toys inspired by Studio Ghibli’s “My Neighbor Totoro” and “Nausicaä of the Valley of the Wind.”

  • ‘Japan Sumo Cup’ is possibly the most Japanese thing ever

    In this rhythm game, players choose a real sumo player, ride an actual race horse and compete against characters from “Street Fighter.”

  • YouTubers in Japan with 100,000 fans and counting

    YouTube threw a big celebration for more than 20 YouTubers living in Japan who have over 100,000 subscribers.

  • Finding laughs in translations that have lost the plot

    The Orikaeshi Honyaku Dictionary site, which boasts the catchphrase “from Japanese to Japanese,” roughly translates as “Chinese whispers.”

  • Japan tricks out the Halloween treats

    Halloween is a time to carve pumpkins, enjoy a few scares and, most importantly, shovel as much candy as humanly possible into one’s own mouth. While the practice of door-to-door trick-or-treating may not be a thing in Japan, the custom of eating special Halloween snacks certainly translates. Plenty of companies, both overseas and domestic, are […]

  • Ginza Cozy Corner takes dessert into hyperdrive with ‘Star Wars’ cakes

    One Japanese confectionary vendor is about to find the Force deep within a sweet tie-up. Ahead of the December release of “Star Wars: The Force Awakens,” Ginza Cozy Corner, which has outlets nationwide, has made a line of “Star Wars” sweets that are truly out of this world. The treats themselves are all based on people […]

  • Warning: This viral video of high school girls might make you blush

    Cosmetic company Shiseido has recently uploaded a YouTube video that is blowing viewers’ minds with a bona fide twist. In the promo video, titled “High School Girl? — The Makeup Secrets of High School Girls,” the camera weaves through a classroom full of drop-dead cute young women who pout and wink like true pop idols. […]

  • Sharp dials up the fan service to celebrate 20 years of ‘Evangelion’

    For those who have always dreamed of owning an Evangelion robot, this might be the closest you get. To celebrate the 20th anniversary of the popular “Neon Genesis Evangelion” animated series, Sharp is releasing a special smartphone that pays homage to the show both in the device’s hardware and software. The phone itself is detailed […]

  • Tokyo plugs into Google Play Music

    If you haven’t heard the latest news from Google Play, you may have missed your opportunity to tune into a Google Play Billboard. From Oct. 8-24, music lovers can head over to Shibuya to, literally, plug into a selection of over 3,500 songs. The Google Play Billboard is meant to give visitors a much-needed chance […]