The shortcut to beautiful skin, Okabe says, is simply to "continue using cosmetics that suit your skin." It sounds straightforward, but it's actually the most difficult part. Nowadays, all manufacturers have high standards, and you're unlikely to make a major mistake no matter which cosmetic you choose, which tends to make the selection process passive. Therefore, this time, we propose a more proactive approach to choosing cosmetics. She will teach us the specific points on how to find cosmetics that suit our skin.

Understand the Product Concept and Observe the Manufacturer's Stance

Q. When choosing cosmetics that suit my skin, what should I do first?

It's about "understanding the product's concept." Every product has a concept. This refers to the overall framework and characteristics of the product, such as "using this will make your skin like this," or "this is suitable for this type of skin," or its texture and feel. You can find this in the brochure, and while beauty magazines and OPENERS introduce various products, start by exploring what kind of cosmetics might be good for you there.

Q. Is it okay to refer to reviews and other feedback?

Before considering others' opinions, it's important to see if you resonate with the concept yourself. That genuine feeling of "Ah, I want to try this!" is the most crucial part. If you try something just because someone else said it was good, it will likely end up being neither good nor bad. It rarely reaches the level of truly suiting you.

Q. The concept really suits me, but I'm outside the target age range for the product. How should I decide?

I think it's fine to prioritize the concept. Even within the same age group, actual skin conditions can vary significantly, being older or younger than one's age. Therefore, the target demographic is just a rough guideline. If you're drawn to the concept of "making this skin radiant" even though you're slightly older than the target age, it's okay to prioritize that feeling. When choosing cosmetics, "what kind of skin do you want to have?" is more important than age. For example, if it says "this will lighten dark spots in one week," you can think, "Is that true? Then let's try it."

Q. So, if I find a product that appeals to me, that's the first step, right?

Next is the manufacturer. This time, I want you to focus on which manufacturer makes it and who makes it. Understanding the background of a product is a very important point for judging its reliability and expected effectiveness. Furthermore, you can check what other products they have made in the past and observe the "manufacturer's stance."

For example, a brand that advertises itself as additive-free might also launch brands with completely different characteristics, or offer a wide range of products from very expensive to inexpensive. Some might perceive such a manufacturer as a "jack of all trades." Conversely, if this is an expansion strategy by a large corporation, you might think, "This company is reliable." Therefore, the judgment varies from person to person. I want you to carefully assess whether the manufacturer's stance aligns with your own thinking.

In any case, it's important that their stance reflects a commitment to quality product creation. Companies whose statements change frequently are not ideal. Manufacturers who consistently uphold their principles and claims are more likely to have solid confidence and dedication, making them undoubtedly trustworthy.

Q. I see, but understanding a manufacturer's stance seems difficult...

The more confident a manufacturer is, the more easily their stance becomes apparent. If you can't understand it, you can simply exclude them from your options. Now, once you understand the manufacturer, it's time for concrete action. The next checkpoint is the response at the store or consultation counter. In fact, the "essence" of a manufacturer is revealed in their customer service. Reputable manufacturers pay great attention to their customer-facing positions, so if the service there is good, you're unlikely to go wrong.

Miyoji Okabe | Series

Vol. 20: Choosing Smart Cosmetics That Suit You (Part 2)

Actively Utilize Sales Counters and Consultation Services

Q. Are there any other points I should be aware of?

It's "preconceptions." As I mentioned last time regarding sensitive skin, skin conditions change, but people tend to "believe they have this type of skin." For example, someone might have been told they had oily skin about ten years ago and has been using only refreshing products ever since. However, naturally, your skin now is different from your skin then, so it's important to check your skin type each time you choose cosmetics. Most counters at specialty cosmetic stores and department stores now offer skin diagnostics, so please take advantage of them.

Q. But when I receive customer service, I feel like they're pushing products...

In such cases, have the courage to say, "I'm not looking to buy anything right now." If they still push, then just leave (laughs). You don't need to go back to a store that uses aggressive sales tactics. Even if the product seems suitable for you, you won't enjoy using it if you've had that kind of experience.

Q. Is that the "manufacturer's essence" that comes out in customer service, as you mentioned earlier?

Exactly. Therefore, whether it's phone or in-person service, if the response is poor, I think you should feel free to point it out. Complaints do reach the manufacturer, and a conscientious company should make improvements. The accumulation of these efforts is significant. Ultimately, only manufacturers that focus on their customers will remain. Once you find a specialty cosmetic store or department store counter where you can consult, please utilize them as much as possible.

Q. Should I also make use of samples?

Of course. Cosmetics are not cheap, so it would be a waste if you bought them and didn't use them. In terms of trying many products without spending money, it's best to start with samples rather than buying the product right away. Also, if you buy a product and then find it doesn't suit your skin or causes unexpected problems, some manufacturers will accept returns even after one or two uses, so it's worth trying. Of course, using half and returning it is not acceptable (laughs). The more expensive the cosmetic, the more these services are reflected in the price, so don't hesitate. You can consider it part of the price, and I actually hope you do.

Another thing is, for new cosmetics, be sure to ask about the usage instructions. "How to use" is extremely important; never use it arbitrarily, but follow the instructions precisely as stated in the product description. For example, with a lotion, should you apply it with your hands or a cotton pad? If the instructions say to use a cotton pad, using one will maximize the benefits of that lotion. It would be a shame to halve the effectiveness of a product you chose carefully due to incorrect usage, preventing you from truly finding cosmetics that suit your skin.

Q. I don't like writing my name when asked for a sample...

In that case, you should say so. Clearly state, "I only want a sample this time. If I try it and like it, I'll come back to give you my name." If they refuse even then, don't go back to that store. After all, for any reason, customer service that makes a customer uncomfortable is the worst and doesn't befit a trustworthy manufacturer.

Q. There are many checkpoints for choosing cosmetics wisely at the store, aren't there?

As I mentioned earlier, for expensive cosmetics, the service is part of the price, so if you don't receive commensurate customer service, I believe you have the right to demand it. Proper customer service is what allows manufacturers, customers, and products to connect effectively. Ultimately, choosing cosmetics that suit you comes down to whether you can come to like them. Liking them is very important. If you like them, your skincare routine becomes enjoyable, and if your routine is enjoyable, beauty is much closer.

In the field of food, such as vegetables, there are increasingly more products where you can see the producer. Perhaps cosmetics should become like that in the future. Whether it's the president or a technician, seeing the "people" behind the creation is likely to become one of the keywords for choosing cosmetics going forward.