Yanagiya Honten reenters male hair care sector

By Natasha Spencer

- Last updated on GMT

Related tags: Hair care, Marketing

Yanagiya Honten reenters male hair care sector
Japanese hair care provider, Yanagiya Honten, has re-released Yanagiya Grease from its male grooming and styling product portfolio.

Re-emerging retro

Originally launched in 1978 as the rockabilly culture took off, the new hair care range named “1615 Yanagiya Hair Grease”, has been renewed to meet recent and rising appeal from Japanese consumers for vintage retro hairstyles.

The first product in the Yanagiya 1615 series, a grease hair care item, has been positioned for the modern male hair marketplace through Yanagiya’s ongoing theme of “tradition”.

Marketed as an easy-to-use, visually attractive and firm product, 1615 Yanagiya Hair Grease has a musky fragrance to reflect Japanese culture and cement Yanagiya’s long-held position in the domestic marketplace.

Trend appeal

Male consumers throughout APAC seek new, cutting-edge creations and hair grooming products, with volume-down a major trend in 2017​. 

As brands develop products that focus on easy-to-achieve and convenient hairstyles, Yanagiya strives to mould its presence around high-quality, fragrance-based items and advancing technology that highlights personal identity within the consumer base.  

Just the tonic

Yanagiya is also reviving its natural and medicinal-based hair care tonic brand, Yanagiya Hair Tonic, which first entered the Japanese market in 1952.

Companies work smarter to fulfil sustainability initiatives that satisfy consumers’ concerns regarding the environment, the damage it has on their hair and daily inconveniences including dandruff and itchy scalp.

Big players

Designed to prevent hair loss and aid hair growth, Yanagiya Honten has set its sights firmly on expanding to the Chinese market. The rise in sales of Japanese cosmetics in China and the market’s demands for hair formulas and tonics is driving this move.

Yanagiya Honten has recently strengthened its position by entering the Chinese market through obtaining the necessary“import cosmetics registration license” from the China Food and Drug Administration (CFDA).

Yanagiya Honten and its brands, which contain a blend of four plant extracts and green floral aroma, will now focus its brand-building efforts in both its domestic Japanese market and China.

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