"Creation of skin care products that combine naturally derived ingredients and healing fragrances to improve various skin problems and stress that many people have due to dramatic changes in the living and work environment due to Corona, and are considerate of others and the environment"With this as our goal, we took on the challenge of development with five concepts.
(1) Establish a system that can stably refine high-purity cypress oil, and ensure safe and secure production.
(2) To create smiles for everyone, young and old, male and female, with hassle-free usability and benefits.
(3) To express high sensibility value with a simple and natural world and sophisticated design
(4) To contribute to the formation of a sustainable society by utilizing local resources and materials without waste, giving consideration to the natural environment, and utilizing human resources.
(5) Incorporating Japan's characteristics (history, culture, spirituality, and regional characteristics) into product stories and perspectives with domestic and overseas development in mind.
[ Brand Background ]
Confirm the value proposition, the consistency of the concept, and the relevant information to clarify customer needs.
● Expansion of skin diseases due to drastic changes in the working and living environment, such as remote work and home time, and increased stress and anxiety in a closed society
● Increased demand for daily healing, hassle-free self-care, and petit luxury goods
● Expansion trend of the men's skin care cosmetics market
● Raising awareness of environmental protection, SDGs, and diversity and genderless society
Hinoki oil has been recognized for its aromatic effects, soothing, antibacterial, and anti-inflammatory effects, and has been used in various situations such as beauty and health since ancient times, but it has not been able to acquire new versatility and innovation due to purity and stability problems when blending with various ingredients. In addition, we focused on the function of cypress oil to "soften the skin and help moisture penetrate to the stratum corneum". Based on the knowledge we have cultivated over many years in the Hinoki lumber industry and our awareness of the formation of a recycling-oriented society, we have promoted the realization of the world's first all-in-one gel for both men and women with cypress-scented luxury skincare ingredients adjusted, with high-purity essential oils and formulations of "waste scrap materials" in mind.