A recent survey found a 17% increase in teenage men and young adults buying cosmetics in recent years.
On the other hand, according to data from Japan in November 2021, more than half of Japanese men who wear makeup wear makeup more than five days a week, and base makeup products such as foundation and BB/CC cream have the highest usage rate. I am recording.
This growth trend has recently led to the birth of UNLICS, Kao’s first full-fledged men’s cosmetics brand, marking important additions to the company’s men’s offerings with personal care brand Success and skin care brand Men’s Bioré.
UNLICS is a coined word of UNLIMITED and CS (abbreviation of CURIOSITY).
Interest in men’s makeup is growing in Japan, but there is still a strong stereotype that it is only for women. According to survey results, about 50% of young men who wear makeup say they don’t want others to know about it.
“There are many brands in Japan that meet the beauty needs of women, but UNLICS is the first brand that meets the needs of Gen Z men who have a high sense of beauty.na
“We aim to create a society where everyone, regardless of gender, can seek and express beauty that satisfies their curiosity.naMen can freely enjoy makeup in the same way as hairstyles and fashion. Yoshihide Hori, UNLICS Brand Manager, said: Cosmetic Design Asia.
meet unmet needs na
With decades of experience in manufacturing men’s skin care products, Kao aims to provide Gen Z men with “emotional and functional product value.” UNLICS has also worked with three of Japan’s top male beauty influencers throughout the brand creation process, from product development to marketing strategy.
A 2020 survey conducted by Kao Research Institute found that the skin of men in their 20s has less moisture than women of the same age. This group is prone to dehydration and reddening of the skin.
“naThe reasons for skin care and makeup are “Because it gives me confidence and motivation” and “Because I am told that my skin is beautiful”. For them, their ideal skin is soft, bright, and smooth with minimal pores. However, many of them struggle to find the right products to achieve those qualities among brands for both men and women. ” Hori said.
UNLICS products will debut on the online shopping sites Rakuten and Amazon in December 2022. The line-up includes UNLICS IMPRESS COLOR WEAR, a transparent makeup base available in four hues for a myriad of color-control effects to suit different skin tones.
This month, the company launches five serum lines and a reusable face towel mask for a range of skin concerns.
Additionally, UNLICS launched a user experience platform called UNLICS BEAUTY DIG-TIONARY. This allows users to choose the look they want to achieve from a selection of 20 different profiles.
After that, you can explore the beauty technique that suits you by taking a 180-degree rotating headshot and a high-resolution zoom image of your skin. UNLICS products are recommended to users based on their individual needs.
When asked about product development plans, Hori said the brand will initially focus on base makeup and skincare, but has not ruled out adding point makeup products to its lineup at a later stage. rice field.
“UNLICS’ core target is Gen Z men, but we also have a lineup of moisturizing, firming, and blemish care products that can be used by middle-aged and older men.In the future, we plan to introduce the brand to China and other parts of Asia. ”he clarified.
