Kanebo breaks into men’s prestige skin care category

By Simon Pitman contact

- Last updated on GMT

Kanebo breaks into men’s prestige skin care category

Related tags: Skin care, Male

Kanebo, a brand known in Asia more for its mass market lines, has launched a men’s skin care range that targets the growing market for prestige products in Japan.

The company says that this is the first time it has targeted the men’s prestige skin care segment in its domestic market, making it a ground-breaking move for the company.

The range will comprise of a foaming soap that doubles as shaving cream, together with a moisturising essence, which the company claims have been developed to target men who have not engaged in sophisticated skin care practices in the past.

Japanese men more aware of skin ageing signs

Branded as 'Lissage Men' and launched in the country at the beginning of February, the development team behind the new line said that one of the main triggers for the skin care line is the fact that Japanese men are growing increasingly aware of ageing and there is a growing number of products targeting this.

Traditionally, Japanese men’s skin care products targeted oily and shiny skin, however it seems that the acute awareness of UV damage that is predominant amongst Japanese females is finally starting to rub off on the males.

According to a Kanebo study conducted in 2013, Japanese males are now concerned about the same skin ageing issues that have been cited by their female counterparts for decades – dryness, spots and freckles, roughness, wrinkles and sagging.

One-step approach to men’s skin care

To resonate with the traditional male apathy to personal care regimes that go beyond the ‘basics’, Kanebo’s range targets men in their 30s and 40s with just the two items in the product line, marketing it as a complete solution to male skin care formulated with collagen for anti-ageing and natural oils for moisture.

“Of the items that Japanese men use on their faces, the majority are facial cleanser, shaving foam, and lotion,”​ says Tomoko Ogino, Kanebo brand manager of Lissage.

“While they may have a variety of skin concerns and problem areas, the starting point for Lissage Men is to have them begin with items that are easy to use every day.”

Packaging design targets females

Interestingly, the development team says that the packaging for the new range has been developed with the female in mind, purely because it is usually girlfriends and partners that are responsible for inspiring or instigating such a purchase.

“What gets men started on skin care is often – besides the medium of TV – advice from a girlfriend or partner,” ​explains Ogino.

The logo and packaging was designed by award winning design Kashiwa Sato, and aims to convey a stylish yet simple image that will catch the eye of the female and resonate as a brand that can be used easily by a male.

Related topics: Market Trends

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