BEAUTY /
MEN
March 3, 2015
Men's Beauty Researcher Gaku Fujimura Explains "The Appeal of Designs You'll Want to Keep Close" | INTERVIEW (2)
SPECIAL INTERVIEW (2)
How fashion-item appeal is changing men's beauty.
Men's Beauty Researcher Gaku Fujimura Explains the Appeal of Designs You'll Want to Keep Close.
This year, Amazon expanded its Health & Beauty Store to include the "Men's Grooming Store" (http://www.amazon.co.jp/mg). This section, dedicated to self-improvement for men, offers approximately 500 brands and over 5,000 products across nine categories: "Hair Care," "Skin Care," "Shaving," "Body Care," "Oral Care," "Grooming," "Fragrance," "Clothing & Shoe Care," and "High Class." The significant growth in men's beauty is now clearly reflected on e-commerce sites.
Photographs by SUZUKI ShimpeiText by KAJII Makoto (OPENERS)
Kashiwa Sato Produces the Debut of "LISSAGE MEN"
In our previous interview (1), men's beauty researcher Gaku Fujimura emphasized the necessity of moisturizing for men's skin. This time, he discusses one of the 2015 trend predictions—the rise of items focused on design and lifestyle—using "LISSAGE MEN," which debuted on February 1st, as an example.
The new men's skincare brand "LISSAGE MEN" was produced by creative art director Kashiwa Sato, who oversaw everything from product development to design. While retaining the "trigger" icon from the women's LISSAGE bottle design, the product features a "three-dimensional curved surface" design, with a triangular base and a conical top, creating a different impression depending on the viewing angle and clearly distinguishing it from the women's line.
The Emergence of LISSAGE MEN Reflects Shifting Values for Men
In recent years, there's been a noticeable shift in best-selling hair waxes. Styles that appear overly styled are often avoided, with "effortless looks"—achieved through deliberate styling—becoming the mainstream. The trend of "airy" hairstyles has emerged for men, particularly among younger generations, who seek products that provide a light, natural hold. Styles that overtly project masculinity are less likely to be hits, indicating a clear change in beauty consciousness across different age groups.
LISSAGE MEN, which we're introducing today, offers a fresh perspective for men who want to care for their skin while using products that fit their lifestyle and that they'd be happy to display. For instance, the feeling of satisfaction when using it in the washbasin is crucial. Its design and natural aesthetic provide "gear-like value," much like a fashion item.
Ideal for Those Ready to Commit to Serious Care
LISSAGE MEN was born from the concept of enjoying men's skincare through a simple two-step process: "wash and moisturize," featuring a foaming soap (cleanser) and two types of skin maintainers (lotions).
The foaming soap creates a lather that cleanses gently while retaining essential moisture, making it perfect for beginners to "foam cleansing." The skin maintainers are lotions that can be chosen based on skin type, with type I for spring/summer and type II for autumn/winter, allowing for seasonal adjustments. Their simple application, morning and night, is a major appeal.
LISSAGE MEN
Foaming Soap (Cleanser)
Price/Volume: ¥2,160 (150mL)
Skin Maintainer (Lotion)
Skin Maintainer I (Refreshing and Moisturizing Type)
Skin Maintainer II (Rich and Moisturizing Type)
Price/Volume: ¥3,240 each (130mL)
LISSAGE MEN
http://www.lissage.jp/men/
Gaku Fujimura
Men's Beauty Research Institute (DANBIKEN)
http://danbiken.net/