Posts Tagged ‘cosmetics’

Beauty treatments get busy with the fizzy

Friday, June 15th, 2012

From carbonated face washes to machines that blow bubbles, quite a few fizzy products are making a splash in the Japanese cosmetics market this summer. Far from dismissing these as gimmicks, 54 percent of women interviewed said that they had tried a carbonated beauty product. Trend Souken published a report that indicated Japanese women are ready to embrace beauty products injected with carbonic acid in a big way, with 87 percent of the 501 women questioned responding that they were interested in becoming bubblier beauties.

By far and away the most popular sparkling product so far, according to News Searchina, is Chocola BB Sparkling, a sparkling nutrition drink that contains niacin, iron and vitamins B1, B6 and C. In the eight  months since it was launched last May, it has sold 10 million bottles in Japan. That’s an impressive figure, especially considering that absolutely no claims are made as to the efficaciousness of its carbonated bubbles for increasing a lady’s beauty.

But spurious claims aplenty have been made about the effectiveness of bubbles when applied to the exterior of the skin. The marketing blurb for Dr. AI Acnes Labo Gel Pack, for example, claims that carbonic acid is the active ingredient in a compound that helps reduce redness and repair damaged skin for acne sufferers. The tiny bubbles in Kanebo’s Blanchir Superior: White Foam Totalizer skin lightening wash are supposed to promote good circulation for smooth, fresh skin.

The real money spinner might be gadgets that produce bubbles. Mitsubishi Rayon Cleansui Company’s Sparkling Bath is a bath that produces carbonated water. Options include the Sodabath, Carbonated Bath, and, alas, the Sparkring Bath. The website stops short of making any pseudo-scientific claims by simply stating that in Germany, sparkling spa baths have long been thought to be good for the body. If you can’t stretch to buying a bath, then how about the Plosion from MTG, a dinky little bottle that sprays out a mist of beauty lotion fizzing with bubbles, a snip, ahem, at ¥47,500. If you’re really short on cash you could even try bunging some face cream into an old Soda Stream to enjoy a cut-price bubbly beauty treatment.

Men look to shed a few years off their aging skin

Thursday, August 18th, 2011

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.

The right platform for selling to women on the go

Wednesday, October 21st, 2009

Even though Tokyo Metro tried to stop women putting on makeup while riding trains with an ad campaign, it seems that everywhere else on Tokyo’s public transport system, women are being encouraged to indulge in a little personal care. Stores that have popped up in stations include: Ranking-Ranqueen, which, among other things, offers a wide range of best-selling toiletries, cosmetics and skincare products;  Fancl, a preservative-free skincare range; and, more recently, Plazastyle’s cosmetics-focused Beautilicious in the Echika shopping complex inside Ikebukero Station.

Continue reading about station shopping →


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