Keeping it simple: Japan’s DHC expands men’s skin care range as interest in male grooming rises

The new line consists of five products that were launched this month and, according to the company, they contain quasi-drug ingredients as well as plant extracts such as green tea extract, castor bean extract and chamomile extract.

Addressing the concerns of modern men

Tomohiko Kanai of DHC Corporation said the company felt it needed to develop products that addressed specific skin care concerns of its male consumers.

“DHC has always been an advocate for men’s skincare. Some of our men’s products, like After Shave Lotion, have been around from the beginning.​

“DHC began expanding its men’s skincare offering in 2007 and our most recent expansion is due to rising interest in skincare among men, specifically in areas that address skincare and lifestyle needs unique to men,”​ Kanai said.

Kanai said the company was careful to formulate and tailor products to specific characteristics of men’s skin.

“Men’s skin is different in several key ways. For example, a man’s skin can be 25% thicker than a woman’s skin.”​

According to DHC, skin care concerns vary in age for Japanese men but oiliness and dryness are the two most common concerns across the board.

“Recently, as men are becoming more educated about skincare, we are seeing a growing interest in anti-ageing,”​ Kanai added.

He added that Japanese men preferred products that helped to simplify their skin care routines.

“Men tend to prefer a simplified skincare regimen like all-in-one products or products that target a specific concern like Rich & Moisturising Face Lotion.”​

Kanai said one of the challenges of developing the line was choosing the right packaging that would appeal to its male consumers.

“We wanted men to understand the products were designed specifically for men and be reassured that the product wouldn’t contain qualities undesirable for men such as a feminine fragrance.”​

He added: “We wanted the packaging to reflect that the product was specifically for men and their skincare needs. The challenge was to convey this message while retaining recognisable brand identity.”​

Kanai said the company planned to educate male consumers through its digital, social and direct-mail communication channels. It will also work with its retail partners to promote the line.

Demand in other markets

Kanai said DHC planned to expand its new men’s range into its other markets.

He said the company was currently looking into China and Korea in particular, where it sees gaps in the market it can fill.

“China and Korea, in particular, are seeing increasing interest in skincare among men. In China, the increasing standard of living is providing men with the opportunity to care for their skin properly. In Korea, men are becoming more skincare-conscious but the product offering available in the marketplace is still limited.”​

He added: “We want to serve customers and provide men with the products they want and need to have the best skin they possibly can.”​

Kanai did not mention DHC’s future plans to expand the men’s range with more products but hinted that it was a possibility.

“Since we have our own product labs, DHC will continue to monitor trends and work on product innovation to meet the needs and requests of our customers.”​