Interview with a Men's Cosmetic Brand ROGEN
ROGEN is a Men’s cosmetic brand launched in 2020 in Osaka in Japan. We asked how the founder, Ms. Rie Yagi, created her idea and then developed it as a brand in Japan’s growing men’s cosmetic market.
Krayon: Tell us what motivated you to create a Men’s cosmetic brand ROGEN from scratch? We’ve heard that you come from a different background. It’s the first time you have done it. How was it?
ROGEN: Yes, we have created it from scratch. It was so engaging in it. I learned a lot in the process. The creation of the brand goes back to my experience. I was a cabin attendant. We had a good conversation with an American businessman on the flight one day. He dressed up nicely. I clearly remember that his atmosphere was incredible.
Since then, I have been curious about how men take care of themselves and how they are well-groomed. And I sensed that self-branding would be a key for Japanese businesspeople. It became more evident that men needed self-branding through my following career as an image consultant as it passed by. You make a good impression by eyes, face, and skin in this context.
As I understood more and more how the image impacts you, I had a strong calling to help men, mainly through their skins. I thought being clear skin in men was essential. It makes a stable impression and counts as a plus to people. So, I thought this was it – men’s skincare!
Krayon: You’ve noticed how important it is to self-branding to men. You’ve found that a men’s skincare would be a key. How did you develop your idea then?
ROGEN: Well, it was a long way to go. To the base, I have done research a lot. I’ve asked around 300 men and women about how they do skincare and their skin condition. And I figured out what customers would need. Then, we’ve made three samples: oil-rich lotion, all-in-one-gel, and oil-rich cream. And I’ve investigated how those samples give textures, how user experience is, and how it remains to feel. Of course, I’ve tested myself, too. Also, I’ve compared the first impression of products and their subsequent images.
After these tests, I’ve reached a point where men want to solve their skin problems and expect lotions to bring about a good change in their minds. Being a healthy, clean, and tidy impression would be vital to add a plus. So, we’ve decided to create an all-in-one oil-rich lotion. I was lucky to use only a few available machines in Japan to realize it.
Krayon: I think it still goes on to make a product. How was it?
ROGEN: My investigation to make the best for men’s skincare has continued. First, it was about how much percentage of plant-based oil should be because each % change how sticky it is and keeps moisture. So, we’ve made eight samples and asked for feedback from men. I learned from it and continued to improve what ingredients should be the best for moisture and smooth skin. Well, I realized that I had too many samples around me.
But, in the end, I pulled it off! I managed to make an all-in-one natural oil-rich lotion. It gives a smooth texture and keeps moisture. Also, I want to point out that our product is easy to use, and a small amount of lotion spreads well.
Krayon: There are many men’s cosmetic brands in the Japanese market now. When you go to department stores as an example, they look the same at first glance. It’s hard for us to choose which one would be good. And then, when I meet people from cosmetic brands at trade fairs, they explain what effect the products have. In the end, it doesn’t remind me which one is which in a few days. In your brand, how do you deliver your message to consumers? What is it that you want to relate your brands with consumers?
ROGEN: That’s a good question. Thank you! I realized that any products take processes in production from the makers. I am impressed that the makers commit themselves to work on making products perfect. That’s what I’ve learned in the fields. Products got souls. So, I want to cherish it as a brand side. Then, I want to deliver it to our consumers. I am aware that brands tend to consider how different the functionality and prices are from others.
But what about our ROGEN brand? Our brand is not about competing with some established brands in the aspects of the products. I want to add a sense of life to our customers’ daily lives with our products. I want our brand to be close to their everyday life and play a unique role in their life. I hope that our products will hold them over for a long time. I want to be sincere with myself for ROGEN brand, our customers, and our makers. It makes all sense to me. So, I want to carry my hopes with products to our consumers.
And to answer the last part of your question, I think that the ROGEN brand can be your life partner. Men want to spend a fresh start from the everyday. I believe that our brand can be your essential item to start your life. It lifts your spirit. Use ROGEN every day and stay one step ahead. It will be your ally, helping your shine, look confident, and develop a more prosperous life. That’s what ROGEN does. Thank you!
Stores available at Daimaru Tokyo 7th Floor, Tobu Department Store Ikebukuro 5th Floor, Hotel New Otani Osaka, etc.
To promote your brand in the Japanese market, please contact us at Krayon, Inc.