The announcement is finally here. Will the coveted title be won?

In the "ZOOM" category, which introduces new brands and products with novel concepts, approximately 50 brands were entered. Last year, first to third place were selected, but this year, instead of choosing a single winner, the style was to select one winner per category, such as organic or conceptual.

We created uka Nail Oil with the concept of "an oil that busy, easily-bored women can use easily and enjoyably," so we were secretly aiming for an award in the conceptual category. The response during the presentation was good, and the head judge praised it. Even without that, we are positive thinkers. We were waiting for the results with a "Don't worry, don't worry!" attitude, but unfortunately, the result was...



As it turned out, all the other brands were fully prepared. Some had been participating for three consecutive years. In comparison, I feel we came this far with just the satisfaction of having created a good product. Fundamentally, our preparation was insufficient, and our strategy was not well-developed. I've always valued intuition and luck, but this was not a place where such levels are accepted. After all, to achieve something, thorough preparation and effort are necessary.



There were so many points to reflect on, and I was truly down that evening. But after feeling down, I bounced back the next morning (laughs). That's because we gained something more valuable than a title.

It is the greatest joy to have people moved and praise the part of self-care that I cherish the most. More than anything, unlike the established nail market in Japan, Europe still has significant room for growth in demand, and the fact that I could personally feel the current situation in Europe, where there are many more people who will understand the importance of nail care if we communicate it, was a great takeaway. It was a valuable learning experience. In that sense, I believe this challenge was a great success.

The Future Challenge: How to Convey the Appeal of uka Nail Oil

While the goal of entering the ZOOM category was to win a title, we also secretly hoped it would serve as an opportunity to establish sales channels in France. When I received the offer this time, the dream scenario of "winning a title = expanding sales channels" popped into my head (laughs).

Although we unfortunately did not win the title, we successfully opened up sales channels! We will be stocking our products at the renowned Parisian store 'colette.' They will be available in stores from the end of October, so we are eagerly anticipating the response from our Parisian customers.

We've received various other inquiries, but further expansion requires more learning. The language barrier is greater than I imagined, and this experience has made me keenly aware of the need to learn English and French. On the other hand, it's also true that I realized there are things more important than language. Even without words, when I carefully touch and beautify their hands, everyone is incredibly happy. Some even said, "I received energy from you," making me truly feel the importance of "connecting" beyond language.



Furthermore, our future challenges have become clear. That is, how to convey the appeal of uka Nail Oil. For this entry, the four concept sheets were insufficient to convey everything, and I felt considerable frustration. In fact, several people said, "I see, when I see the actual product and you explain it while applying it, its brilliance becomes clear." Therefore, it's not enough to just have our products in stores; we must actively strive to communicate their appeal.

As a first step, we held two promotional events at the Beauty Apothecary on the second floor of Isetan Shinjuku Main Store. Fortunately, many customers visited us.

We want you to try the scent that blends with the skin and becomes mellow.

Currently, our most popular product is "24:45." The calming scent of lavender and vanilla seems to appeal to a wide range of people. While I love all of them, my personal favorite is "7:15." The Japanese-inspired scents of hinoki and yuzu are both calming and invigorating. It's a more mature scent, so I also recommend it to men.

I often use "13:00" as a lip oil as well. The minty sensation feels wonderful. It's also perfect for massaging areas other than fingertips, like the temples or neck. It's very useful because it can be used in various ways.



To apply, roll it evenly over the entire fingertip. Then, gently massage it into the cuticles; this not only improves blood circulation and enhances color and shine but also relieves stiffness and lightens the fingers. Please refer to the "Video Edition" released last week.

The scent of uka Nail Oil changes over time. The scent immediately after application and the scent after massaging are already different. The fragrance becomes mellow as it blends with the skin, so we truly hope you will try it.



People around me say, "Try again next year at Beyond Beauty," but I'm not really a competitor by nature, so I wouldn't go that far unless there was a strong impetus. If I felt the need for a title, I might try again next year, but honestly, I feel like that's enough for now (laughs). Instead, I want to focus on promotions in Japan. Please look forward to 2010!