Maximizing Sales and Profit by Strengthening New Product Development

「As a result, from the previous consolidated fiscal year through the current interim consolidated accounting period, we conducted surveys for 137 product concepts, of which 20 met the criteria and 117 were not pursued for commercialisation.」

「Over the longer term, we aim to establish a structure capable of launching 10 products annually and thereby achieve sustained growth in the number of new customers acquired. On 28 May 2025, we launched “Refist,” a next-generation lift-up (Note 3) microneedle cosmetic that lifts sagging cheeks (Note 3) while also providing skin care, and on 17 February 2026, we launched “Koromo,” multifocal colored contact lenses that correct vision while enhancing the beauty of the eyes. Both products got off to strong starts after launch.」

「We also aim to increase the number of new customers acquired by accelerating product planning and expanding our product lineup. We are establishing a development process that increases the probability of a product becoming a hit after launch by incorporating into the product development flow the expertise gained through our marketing activities in developing a “hit product planning model.” In addition, we separated the product “planning” and “development” phases, which had previously been handled consistently by the product division, and established a product planning and marketing team headed by the president. We changed our staffing and organizational structure so that products can be planned with promotional activities in mind. During the six months ended the second quarter, we strengthened the structure by increasing the team’s staff and are expanding our lineup of hit products by setting and managing KPIs calculated backward from new product launch targets. On 28 May 2025, we launched “Refist,” a next-generation lift-up (Note 5) microneedle cosmetic that lifts sagging cheeks (Note 5) while also providing skin care, and its initial performance after launch has been strong.」

「Under its policy of launching products only when they are “astonishingly good,” the company has established strict and wide-ranging product development criteria. Since the process from planning a new product to actual sales takes approximately 1 to 2 years on average, it expects the expansion of its product lineup to contribute to business performance no earlier than the fiscal year ending February 2026. Accordingly, in the near term it is focusing on strengthening the creative division and upgrading its skills, while expanding the product lineup over the medium to long term, with the aim of increasing the number of new customers acquired through both initiatives.」

「The original SALONMOON hair-care brand operated by consolidated subsidiary 株式会社SALONMOON is working to expand its business through multiple new product launches and listings at major variety stores. New brands launched subsequently are also expanding steadily.」

「We are also actively launching new products and products in existing series to attract new customer segments by expanding our product lineup. Cumulative shipments of the SALONMOON hair iron series have surpassed 780,000 units, and the business is continuing to expand steadily.」

「Of the 7 products sold on an individual-purchase basis during the fiscal year, 1 product has been offered on a subscription basis since 1 March 2023.」

「PINTE Pinte (quasi-drug) 29 March 2022 An anti-aging beauty essence for the hands that improves wrinkles by promoting collagen production and helps prevent age spots while giving the hands a firm, radiant appearance. Price: ¥3,630 (including tax)」

「Product name Launch date Overview PINTE Pinte (quasi-drug) 29 March 2022 An anti-aging beauty essence for the hands that improves wrinkles by promoting collagen production and helps prevent age spots while giving the hands a firm, radiant appearance. Price: ¥3,630 (including tax)」

「The number of products has continued to decline since peaking at 8 in the fiscal year ended February 2017, and remained at 3 in both the fiscal years ended February 2021 and February 2022. Since the number of new products launched is correlated with cumulative sales growth, we will improve the probability of successful launches from the product planning stage through release and establish a structure capable of advancing more development projects in parallel.」

「The first product, “Shinpiist” medicinal quasi-drug dermal-care all-in-one gel, was launched on 17 August 2021, followed by the second product, “Moudas” medicinal quasi-drug hair-growth stimulant, on 19 October 2021.」

「During the second quarter, we launched the all-in-one dermal-care gel “Simpist” (quasi-drug) on 17 August 2021 and the concentrated placenta serum “The Placenta Queen” on 31 August 2021.」

「We plan to launch multiple products during the fiscal year, and after launch will focus on acquiring innovators and early adopters, who are considered highly cost-effective to reach, by leveraging our highly profitable and efficient advertising expertise.」

「In response to growing demand for our products from men in recent years, we have focused on developing products for men tailored to male skin and physical characteristics, and launched 2 products during the nine months ended the third quarter.」

「During the six months ended the second quarter, we had already launched 2 products. The company has traditionally focused on niche-market products capable of achieving sales of ¥1 billion to ¥2 billion per product, but going forward will develop products for the mass market capable of achieving sales of ¥5 billion to ¥10 billion per product while maintaining high profit margins.」

「With regard to strengthening the product development division, we are increasing recruitment of personnel from major cosmetics manufacturers and expanding the range of product categories under development. We are also reviewing market research methods, which serve as the basis for product development decisions, in an effort to develop mass-market products capable of achieving sales of ¥5 billion to ¥10 billion per product.」

「With regard to product development, the release of new products during the fiscal year was limited to 3 products. To address this, we needed to launch new products and renovate existing products at regular intervals to stimulate demand, but development could not be accelerated as much as initially expected, resulting in a decline in the number of new products that could be released.」

「In addition to “Odeko Deep Patch,” the company launched “Asecare,” a supplement for men designed to address sluggishness and stickiness from within when taken orally, on 11 November 2019 during the third quarter.」

「Advance reservations exceeded 20,000 units at launch, and first-month sales set a new record for the company.」

「On 9 July 2019, after the end of the first-quarter accounting period, the company launched “Miken Deep Patch,” a hyaluronic acid product applied by insertion, as part of the “Hyaluronic Deep Patch” series. Advance orders had been accepted before launch, and reservations exceeded 20,000 units at launch, leading the company to expect a major hit. It will continue launching successive products in the “insertion cosmetics” series to expand performance further.」

「The company will continue strengthening its product development system by rigorously screening products under development and maintaining a system capable of stably launching approximately 5 new products per fiscal year.」

「The company will continue strengthening its product development system by rigorously screening products under development and maintaining a system capable of stably launching approximately 5 new products per fiscal year.」

「Regarding new product launches during the first quarter, the company began selling “Rimosabon,” a laundry detergent featuring proprietary double-coating ingredients that wrap clothing fibers with each wash, making pet hair less likely to cling and easier to remove, on 11 April 2018.」

「The product division’s strengthened new product development and release systems, developed through the previous fiscal year, have become established, enabling the company to consistently prepare multiple new products for development and release simultaneously. During the fiscal year, it began selling “Lumina Peel,” a hand-peeling gel designed to produce clean, radiant hands through a peeling effect, on 24 July 2017. It then launched “Rinki Flat,” a fast-acting anti-wrinkle beauty gel designed to smooth wrinkles within 1 minute of application and create younger-looking skin, on 5 October 2017, followed by “Lid Kirara,” a beauty gel for the upper eyelids designed to deliver ideal eyelids “immediately” and “permanently,” on 31 October. In 2018, it launched “BUILD MAKE 24,” a protein product containing HMB based on a new concept, on 22 February, followed by “RESHINE PATCH,” a pinpoint sheet-based treatment designed to provide concentrated, direct care for accumulated ultraviolet damage, on 27 February.」

「In addition, the company began selling “Lid Kirara,” a beauty gel for the upper eyelids designed to deliver ideal eyelids “immediately” and “permanently,” on 31 October 2017.」

「The product division’s strengthened new product development and release systems, developed through the previous fiscal year, have become established, enabling the company to consistently prepare multiple new products for development and release simultaneously. As the second product, it began selling “Lumina Peel,” a hand-peeling gel designed to produce clean, radiant hands through a peeling effect, on 24 July 2017. Although after the end of the second-quarter accounting period, it also began selling “Rinki Flat,” a fast-acting anti-wrinkle beauty gel designed to smooth wrinkles within 1 minute of application and create younger-looking skin, on 5 October 2017.」

「The product division’s strengthened new product development and release systems, developed through the previous fiscal year, have become established, enabling the company to consistently prepare multiple new products for development and release simultaneously. As the first new product of the current fiscal year, it began selling “Onyamu Seikatsu,” a dietary supplement designed to help free users from bothersome noise and achieve calm, peaceful days, on 28 March 2017.」

「As a result, the company was able to launch a total of 8 products during the current fiscal year.」

「As a result, the cumulative number of new products launched during the current fiscal year reached 7 through the third quarter. In terms of margins, the new product group has a higher margin than existing products, causing the overall gross profit margin to trend upward. Further performance improvement is expected as sales of the new product group increase.」

「As a result, 4 new products were launched during the second quarter, bringing the cumulative number of new products launched during the current fiscal year to 6.」

「Against this backdrop, the company is focusing on launching new products to accelerate growth further. It plans to launch approximately 5–12 new products during the current fiscal year and is working intensively on their development. As the first new product of the fiscal year, it began selling “Clear Foot Veil,” a barrier-type foot-care product for recurring foot concerns such as itching, on 12 April 2016. As the second, it began selling “No No Smell,” a medicinal quasi-drug deodorant foot cream that suppresses foot odor and was the company’s first quasi-drug, on 21 April 2016.」