Japan’s RÉALI de GELÉE RICH addresses gap in men’s skin care with dual-function cleanser and easy-to-follow regime

By Hui Ling Dang

- Last updated on GMT

RÉALI de GELÉE RICH's products target common concerns of male office workers and even men who are not familiar with skin care. ©RÉALI de GELÉE RICH
RÉALI de GELÉE RICH's products target common concerns of male office workers and even men who are not familiar with skin care. ©RÉALI de GELÉE RICH

Related tags Japan men's skin care men's grooming

Japanese skin care brand RÉALI de GELÉE RICH is aiming to resolve the common concerns of male office workers, after its survey found that less than 10% of respondents use a face wash that meets their needs.

The brand was launched by Zenyaku Kogyo Co., Ltd, a pharmaceutical company that has been working on skin-disease drug research since 1955.

Its approach to men’s skin care is to target common problems, such as excess sebum, stickiness, and dry and rough skin due to physiological factors caused by male hormones and lifestyle activities like shaving.

In a recent survey conducted by the company from March 31 to April 4, it was found that among 449 male office workers aged between 20 and 49, only 28.5% of them used a facial cleanser both in the morning and at night.

In addition, 14.3% used it only in the morning and 32.1% only at night. The reasons cited for not using a facial cleanser included “lack of time” and “troublesome”.

For those who do not habitually wash their face with any cleanser, 22.3% said that it is because “it dries out the skin”.

Furthermore, the results showed a preference for foaming facial cleansers, while purchase decisions are mainly affected by cleansing efficacy, the moisturising and refreshing feeling after washing, and price.

“Many men are concerned about sebum and stickiness on their faces. We believe that is why they place importance on the cleansing performance of facial cleansers.

“Less than 10% of respondents felt that their current cleanser suits them. Although they are conscious of steps such as lathering and rinsing thoroughly, they had not found products that address their concerns, including ‘easily dry skin’ and ‘oiliness and stickiness even after washing’. This suggests that emphasis for men’s skin care should not only be on cleansing, but also hydration,” ​the firm said.

For the uninitiated

RÉALI de GELÉE RICH focuses on creating products that allow even men who are not familiar with skin care to use them correctly and comfortably enough to make them want to continue using them.

In response to consumer needs, the brand’s clear gel wash is formulated to remove sebum and dirt in pores, while leaving the skin looking and feeling moisturised after use.

“The gel texture is designed so that it does not easily slip through fingers, and can be spread smoothly to every corner of the face to prevent excessive rubbing.

“Our formulations contain ingredients necessary to deal with skin problems while minimising irritation to the skin. The products are fragrance-free, colouring-free, mineral oil-free, and paraben-free. They have also been patch- and allergy-tested,” ​the firm said.

With the aim of improving the skin condition of men through a simple and effective routine, the range also consists of a moist gel lotion and fine essence.

These two products are claimed to enhance the skin barrier function, provide a protective layer, and boost the appearance of bright, luminous skin. 

Related topics Brand Innovation East Asia Skin Care

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