BEAUTY /
MEN
February 3, 2015
New Series: Gaku Fujimura | The Birth of "Risingwave Villa," an Adult Scent Care Line
New Series - Gaku Fujimura | May 2013
Fits Corporation x Gaku Fujimura's New Product: "Risingwave Villa"
Try the "Refresh Mini Towel"
As a men's beauty researcher, one of the most exciting aspects of my work is product development. "Risingwave Villa," which I supervised from the overall concept to the product lineup and taglines, was born as a series of the popular fragrance "Risingwave." I wanted to create items that offered high functionality while also satisfying a desire for ownership. Today, I'd like to share the story behind the product I struggled with the most.
Text by FUJIMURA Gaku
Something More Compact and Cooler Than What Exists
I was particularly particular about the paper for wiping the face and body, which we named the "Refresh Mini Towel." While many items have been released in this category, the reality is that few are suitable for adult men to carry. Men's products tend to overemphasize coolness, with words like "removes sebum to the core" and "super cool!" flooding the shelves. They often feel like they're only suitable for junior high or high school students after sports practice. Moreover, such harshness and excessive sebum removal are not gentle on the skin.
Also, overly large sizes can be surprisingly inconvenient. While men's faces are generally larger than women's, when you're out, you usually only need to wipe your face and neck, making a large towel cumbersome. You can't exactly wipe your body, underarms, or feet in public, can you? I wanted something more compact and cooler than what currently exists.
And so, this is what we created. At first, I thought simply making it smaller would suffice, but various problems emerged during the manufacturing process. I realized then that there were indeed reasons why nothing like this had existed before. To spare you the tedious details of the process, I'll skip them, but we had incredibly specific demands, from the filling to the quality of the paper. I almost felt I had to give up, but thanks to the efforts of our excellent staff, we managed to bring it to productization and then mass production. Children born through such labor pains are all the more precious.
Risingwave Villa Refresh Mini Towel
¥472 each (30 sheets)
With a sophisticated design befitting adults, it removes excess sebum and sweat while maintaining essential moisture, and eliminates odor. The size is convenient for targeted use. The scent is based on the fragrance that won the Japan Fragrance Awards for three consecutive years. Available in two types: Light Blue and Solid Blue.
Our Confident Creation for This Summer, Combining the Thoughts of Creators and Users
This mini towel is sized to slip easily into a breast pocket. It's designed for those who've quit smoking and want to feel more comfortable, free from odor. Of course, even those who, like me, have never smoked can use it functionally. It doesn't excessively promote a cooling sensation; instead, it moderately removes excess sebum for a pleasant refreshment. It's perfect for wiping a shiny face or the area behind the ears, which is said to be a source of aging odor. And above all, the design is not childish, making it suitable for an adult's belongings (or so I hope).
I was always a cosmetics consumer. By chance, I moved to the position of offering comments, and now I'm involved in creation. I've had the experience of viewing cosmetics from various, three-dimensional perspectives. Those involved in manufacturing tend to focus on the reasons why something cannot be done. On the other hand, many consumers want to convey their thoughts but lack the means to do so. I want to stand in the middle ground between these two groups and create better products going forward.
"Risingwave Villa"
From left: Risingwave Villa Deodorant Body Shampoo Light Blue (250mL) ¥1890, Risingwave Villa Deodorant Body Shampoo Solid Blue (250mL) ¥1890, Risingwave Villa Fabric Shower Light Blue (250mL) ¥1785, Risingwave Villa Fabric Shower Solid Blue (250mL) ¥1785, Risingwave Villa After Bath Lotion Light Blue (250mL) ¥1575, Risingwave Villa After Bath Lotion Solid Blue (250mL) ¥1575, Risingwave Villa Shoe Deodorizer Light Blue (100mL) ¥1470, Risingwave Villa Shoe Deodorizer Solid Blue (100mL) ¥1470, Risingwave Villa Refresh Mini Towel Light Blue (30 sheets) ¥472, Risingwave Villa Refresh Mini Towel Solid Blue (30 sheets) ¥472
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