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Kanebo Cosmetics Launches Prestige Mens Line

Targets Japanese men

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By: Jamie Matusow

Editor-in-Chief

Research indicating a rise in Japanese men showing interest in anti-aging and skin care products is the impetus behind Kanebo Cosmetics’ introduction of Lissage Men, the company’s first prestige men’s skincare line in the domestic Japanese market. The initial comprises a moisturizing beauty essence and a foaming soap that doubles as shaving cream—both items that are particularly well suited to men who have not bought into skincare before. Previous surveys by Kanebo Beauty Research Laboratories pointed to a striking resemblance of male and female skincare concerns in Japan, with “skin dryness” and “spots and freckles” also top concerns among men.
 
The bottle design and the fragrance have been created with female customers in mind as well, as many men are introduced to beauty products by women. According to Kanebo, “The logo and packaging by award-winning designer Kashiwa Sato conveys a stylish, cosmopolitan feel combined with ease of use, a result of the company’s advances in kansei engineering.” All the products have an aromatic spicy scent composed of 100% natural essential oils of botanical origin. A fresh, citrus fruit aroma enhanced with rose and other sweet notes also appeals to women and delivers a pleasurable moment every time a product is applied.
 
 
 

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