Fasio’s facelift: Kosé rebrands mass make-up brand to meet emerging ‘multifaceted needs’ of younger consumers

By Amanda Lim contact

- Last updated on GMT

Kosé has relaunched its mass make-up brand Fasio to meet new needs. [Kosé Corporation]
Kosé has relaunched its mass make-up brand Fasio to meet new needs. [Kosé Corporation]

Related tags: kose, make-up

Japanese cosmetics company Kosé Corporation has relaunched its mass make-up brand Fasio to meet the new needs of consumers that have accelerated as a result of the COVID-19 pandemic.

Fasio first appeared on the market in 2000 as a ‘sports beauty’​ brand that ‘combined fashion and functionality​’. The brand was targeted at young consumers in their teens and twenties.

The impetus for the rebranding was to meet the new needs of make-up consumers today, which have shifted dramatically in the last two decades.

According to a report by Kosé in 2019 that surveyed over 1,200 women aged 15 to 49, women under the age of 29 were observed to favour different standards for make-up.

For instance, they reported a higher desire to be true to their own individual personalities rather than follow fashion.

As such, Kosé concluded that consumers would resonate with a brand with products that could satisfy “multifaceted needs”.

The launch of the brand new Fasio unveiled a new range of 23 products, including face, lip and eye make-up that range from JPY605 ($5.60) to JPY1,760 ($16.30).

The products are said to be easy to use and the formulas were designed to blend with the skin to achieve a natural make-up look. According to the company, the new formulas also utilised organic plant extracts.

One characteristic the brand endeavoured to retain was the long-lasting properties that Fasio has been known for, as it fits well into the current climate where people frequently need to use protective face masks.

The new Fasio was launched online on platforms such as Amazon Japan, Rakuten and Maison Kose. The brand is set to launch in drugstores and mass retailers across Japan on May 16.

More than a new look

These respondents of Kosé’s 2019 survey said their priority was to ‘feel satisfied’ with themselves, rather than seek the approval of others.

“Consumer sentiment for make-up has changed with the times. Reflecting the times people now recognise their own individuality and are enjoying make-up as a self-expression, a self-comfort or to enliven your mood,” ​said the company.

As the normalisation of face masks have decreased opportunities to step out due to COVID-19, this tendency is likely to accelerate.”

With the rebrand, Kosé said it aims to provide consumers with a sense of familiarity. It ­­­exudes a calm and relaxing aesthetic with the use of pastel colours and minimalist packaging that focuses on usability.

The firm said this has been replicated in the brand’s retail set-up to convey a relaxed atmosphere as if they were shopping ‘in their own rooms’.

Furthermore, the Fasio logo has been redesigned to fit with the new minimalistic look, as well as improve its visibility on a digital screen.

According to the company conducting interviews with influencers in their 20s during the development of the new Fasio.

The company said these influencers displayed a vast knowledge of their peers and it utilised these insights to work on elements such as the colour palette, as well as promotional materials.

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