1. Rationale for Launch

The body wash market is diversifying with products for families and those specializing in skincare. However, the men's body wash category has seen remarkable growth in recent years. The market size in 2021 was approximately 9.1 billion yen, with a growth rate of 122% since 2017. (Source: Intage SRI+)
This trend is driven by increased deodorant awareness among men. The usage rate of men's deodorant products has been rising annually. A survey conducted by Nivea Kao in 2021 revealed that 85% of men sometimes worry about their own sweat and odor, and 53% expressed a desire to take measures against their sweat and odor. (Nivea Kao survey, May 2021, n=3500)

In response to this heightened deodorant awareness, "8x4 MEN" brand, the No. 1 seller (*1) in the men's antiperspirant and deodorant market (powder sprays, roll-ons, and stick types), is launching the "8x4 MEN Medicated Body Wash." This product's key feature is its ability to thoroughly cleanse even the odor-causing dirt on the feet.
The distinct odor of feet, which can have a slightly sour note, is not only a concern for the individual but can also be pointed out by family members. Feet are, in fact, more prone to odor than other body parts. This is because sweat glands are concentrated on the soles of the feet. Reports indicate that people can sweat up to one cup of fluid from their feet daily (*2). Furthermore, the constant pressure from body weight makes the skin on the feet thicker and tougher than on other areas. When old keratin accumulates, it creates a breeding ground for odor-causing bacteria. Additionally, wearing shoes and socks reduces ventilation compared to other body parts, leading to sweat buildup.
Therefore, to prevent foot odor, it is crucial to thoroughly wash away sweat and dirt, maintaining a clean state that inhibits the proliferation of odor-causing bacteria.

The "8x4 MEN Medicated Body Wash" features a deodorizing foam with antibacterial and odor-controlling ingredients (*3) that thoroughly cleanse sweat and old keratin dirt, the causes of odor, thereby preventing foot odor and odor between the toes. It has a refreshing eucalyptus herb scent.

"8x4 MEN" has offered a range of products to address men's concerns about sweat and odor. Moving forward, it will continue to propose deodorant care solutions for men's sweat and odor issues.

*1 Intage SRI+ Men's Antiperspirant and Deodorant Market (Powder Sprays, Roll-ons, Stick Types)
January 2020 - December 2021, 8x4 MEN Brand (Cumulative Sales Value)
*2 Calculated from Kuno, Y: Human Perspiration, C.C. Thomas, Springfield, 1956
*3 Active ingredient IPMP (Isopropyl methylphenol)

2. Product Name / Contents / Price

8x4 MEN Medicated Body Wash [Quasi-drug]

Sales Name: 8x4 MEN Body Wash C
Main unit 400ml / Refill 300ml

March 5, 2022 / Nationwide Release

3. Product Features

Thoroughly cleanses even foot odor and dirt. Blocks body odor for long hours!

● Medicated Body Wash
● Deodorizing foam with antibacterial and odor-controlling ingredients*3
● Thoroughly washes away old keratin dirt, the cause of odor between the toes, and
sebum dirt from the entire body, leading to clean and healthy skin.
● Refreshing eucalyptus herb scent

*3 Active ingredient IPMP (Isopropyl methylphenol)
Efficacy and Effects: Prevents body odor, sweat odor, and acne. Cleanses, sterilizes, and disinfects skin.
[Quasi-drug]