Ohtani effect: Baseball star's Decorté endorsement stirs interest among male consumers

The athlete was announced as the face of the brand and its Liposome series in March 2023 and has said to have been instrumental in Decorté’s success.

According to the brand, the overall number of male consumers increased approximately four-fold in 2023 compared to the previous year. The number of male consumers for its flagship Liposome Advanced Repair Serum saw a 7.5-time increase.

This trend was also seen in @cosme reviews, where female users have reported sharing the product with their male partners.

Compared to February, sales of Liposome Advanced Repair Serum increased by 1.4 times and 1.5 times in March and April, according to @cosme TOKYO sales data.

According to its data, 12% of users cited Ohtani’s endorsement as the reason for purchase.

Reviews have pointed to Ohtani’s Instagram posts from the locker room, where the Liposome series can be spotted among his personal belongings.

“This trend was not observed in reviews of other products, indicating that the success of the Ohtani-motivated Liposome sales is not solely attributed to the effects of commercials or campaigns but also to the authenticity of him actually using the products,”​ said @cosme.

CosmeticsDesign-Asia​ previously reported​ that Decorté’s new customer acquisition has increased by 20% to 30% after announcing Ohtani’s appointment.

Ohtani has been lauded as the biggest start in baseball today, having inked a whopping USD680m contract with the Los Angeles Dodgers at the end of 2023. According to reports, this was the largest deal ever made in US sports history.

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Record breaker​

Decorté broke @cosme’s Best Cosmetics Award records in 2023 by winning in 28 categories with 13 products across various categories. According to @cosme, this was a record-breaking win in its 24-year history.

@cosme is an influential Japanese beauty review platform with approximately 19 million monthly visitors. Its bi-annual awards are based on consumer reviews, as such, the awards are seen as a as a reliable indicator of product popularity and effectiveness in Japan.

The Liposome series, which was relaunched in September 2021, has been particularly popular. Its Liposome Advance Repair Cream clinched second place in the Grand Prize category.

The Advance Repair Cream and Advance Repair Eye Serum were also among the award-winners.

@cosme users have praised the series for its efficacy, which has helped to propel the popularity of the brand overall.

Furthermore, @cosme noted that the brand's extensive range of products, spanning various categories and price points, played a significant role in its success at the awards. The brand's capacity to provide an accessible yet luxurious experience has made it appealing to a diverse demographic, ranging from young to older consumers.

Also among the awardees were Decorté SUNSHELTER Tone Up CC and Zen Wear Ultra Longwear Multi-proof Foundation.

“We are truly honoured and proud to have garnered support across a wide range of categories, from skin care to makeup and fragrances. As a brand that aims to provide total beauty solutions, we take great pride in this recognition,”​ said Asuka Fujinaga, brand manager, Cosme Decorté, Kosé Corporation.