New products, branding and business process reform in the mail-order business
First written in FY2016. 18 of 27 entries say "Advanced", first in FY2017-Q1. Latest entry: 2026-08-13.
No other company in this theme has enough history to compare yet.
- 2026-08-13WorsenedResults
「初夏における天候不順の影響を受け、冷感コスメシリーズを主軸とした新規顧客獲得の進捗が当初計画を下回りました。」
新規顧客獲得が計画未達となり、従来の販売・商品改革における顧客獲得面の課題が続いている。 - FY2026AdvancedAnnual report
「In the cosmetics business, the Group's core business, we released the new “NOWL” brand series, which is expected to generate all-season demand, in addition to our existing product lineup, in order to acquire new customers as well as serve existing customers. As a result of these initiatives, net sales in the cosmetics business increased 18.8% from the previous consolidated fiscal year.」
The new “NOWL” brand series was introduced, and net sales in the cosmetics business increased 18.8% year on year. However, profitability deteriorated substantially because of delays in sales promotions and failure to achieve the expected level of repeat use. - FY2026-H1AdvancedAnnual report
「In the cosmetics business, the Group's core business, we released the new “NOWL” brand series, which is expected to generate all-season demand, in addition to our existing product lineup designed to meet summer demand. We promoted the expansion of demand for the Group's products among new customers as well as our existing customer base. As a result, net sales for the current period increased by approximately 23% compared with the same period of the previous year.」
The cosmetics business introduced the new “NOWL” brand series in the first half of fiscal 2025 and pursued expanded demand among new customers. Net sales increased approximately 23% year on year, but delays in sales promotions and higher expenses resulted in a segment operating loss of ¥84.061 million. - FY2025-H1AdvancedAnnual report
「In the cosmetics business, net sales were broadly unchanged from the previous interim consolidated accounting period (the “same period of the previous year”), but efforts to reduce manufacturing costs and selling, general and administrative expenses enabled the business to turn profitable after several consecutive years of losses. As a result, the cosmetics business recorded net sales of ¥439.488 million, up ¥44.041 million year on year, and operating income of ¥2.387 million, compared with an operating loss of ¥55.530 million in the same period of the previous year.」
The cosmetics business reduced manufacturing costs and selling, general and administrative expenses, turning from an operating loss in the same period of the previous year to operating income. Of the reforms to new products, the brand and the sales process, the effects of the cost structure reform are now reflected specifically in segment earnings. - FY2024AdvancedAnnual report
「In the Group's cosmetics business, we launched the high-performance medicated foundation (quasi-drug) series under the “Ex: BEAUTE” brand during the current period. The series incorporated skincare fusion technology and was launched in autumn 2023. However, market awareness did not reach a sufficient level, and sales fell below the initial outlook. Going forward, based on this experience, we will pursue more products with a clear competitive advantage and undertake fundamental reforms of the cosmetics business, including a review of our marketing and sales strategies and overall cost structure.」
The high-performance medicated foundation reached the launch stage in autumn 2023, but market awareness and sales fell below the initial outlook. Reforms to future product development, marketing, the sales structure and the cost structure are taking concrete shape. - FY2024-Q2RestatedAnnual report
「For cosmetics, we expected revenue to increase by developing new products, including quasi-drugs, and launching them in new markets. However, although we increased promotional expenses to improve market awareness, the recovery in demand for cosmetics was slow.」
The company continues its existing policy of developing new products and launching them in new markets, but demand recovery has been slow, and higher promotional expenses have not led to revenue growth in the cosmetics business. - FY2023Detailing the new product planAnnual report
「For our core brand “Ex:BEAUTE,” we plan to launch in autumn 2023 a high-performance medicated foundation series incorporating skincare fusion technology and classified as quasi-drugs.」
For measures to develop new products and cultivate new markets, the company provided details of a specific product, a high-performance medicated foundation, and its planned launch timing, autumn 2023, under its core brand. - FY2023-Q2RestatedAnnual report
「We are seeking growth by generating funds through financing and expense reductions, then developing new products and launching them in new markets, but it will take time for the effects of these measures to become apparent.」
The company continues improvement measures for the mail-order business combining new product development, entry into new markets and expense reductions. It states that the effects of these measures will take time to emerge. - FY2023-Q1AdvancedAnnual report
「For cosmetics, we developed new products and began selling them in new markets, and also developed new beauty and wellness products jointly with well-known individuals.」
The company developed new products and began selling them in new markets, while also advancing products jointly developed with well-known individuals. Existing initiatives in new products, branding and sales reform have progressed into concrete product expansion, including beauty and wellness products. - FY2022-Q2AdvancedAnnual report
「Under these conditions, as our core brand “Ex:BEAUTE (Exbeaute)” marked its 20th anniversary, we renewed the brand under the concept “Make light your ally.” We also began selling “EXSKIN (Exskin),” a new skincare brand developed under the concept “Simpler. More direct.”」
The company renewed its core brand for its 20th anniversary and began selling the new skincare brand “EXSKIN.” It stated that sales of new products including “Bubble Shot” and “Jog Foot” progressed steadily. - FY2022-Q1RestatedAnnual report
「Our group is pursuing research and development, led by dedicated executives, to establish advantages at the materials level, and will develop products with exclusive competitive advantages. In response to the growth of the skincare and men’s markets, we will also develop and launch products for those markets.」
The company continues to pursue research and development led by dedicated executives, the establishment of advantages at the materials level, and the development and launch of products for the skincare and men’s markets. - FY2021AdvancedAnnual report
「As the first step, on 1 April 2021 we launched “Bubble Shot,” a new women’s skincare series incorporating new materials into existing products and combining dense carbonated foam with vitamins. As the second phase of product development, we will develop men’s skincare products, a market that has grown rapidly in recent years.」
The company launched women’s skincare products incorporating new materials on 1 April 2021 and identified the development of men’s skincare products as the next step. The scope of new product development is becoming more specific and expanding. - FY2021-Q3RaisedAnnual report
「Our group is pursuing research and development, led by dedicated executives, to establish advantages at the materials level, and will develop products with exclusive competitive advantages. In response to the growth of the skincare and men’s markets, we will also develop and launch products for those markets.」
In addition to its existing initiatives to launch new products and reform its brands, the company has set out research and development at the materials level led by dedicated executives, the development of products with exclusive competitive advantages, and the launch of products for the skincare and men’s markets, thereby broadening the scope of product development and its targets for competitive advantage. - FY2021-Q2RestatedAnnual report
「Our products have loyal customers who have supported them for many years. While valuing our relationships with these customers, we will undertake a rebranding using methods such as digital marketing so that new customers can also use our products.」
For the mail-order business, the company continues to pursue concrete measures under its existing reforms in new products, branding and sales processes, including strengthening sales through retail channels, launching products tailored to customer needs, rebranding through digital marketing, and reviewing advertising and promotional investments. - FY2021-Q1RestatedAnnual report
「We will strengthen sales activities targeting stores with strong selling capabilities and develop and launch products that meet the needs of their customers.」
For the mail-order business, the company continues to identify stronger sales activities through retail channels and the development and launch of new products tailored to customer needs as specific measures. - FY2019AdvancedAnnual report
「To this end, we will promptly register with the NMPA (formerly the CFDA), which is essential for selling products in China, and strengthen cooperation with Chinese companies.」
For overseas expansion of the mail-order business, the company identified establishing sales channels through e-commerce and physical stores in China as a challenge, and cited NMPA registration and stronger cooperation with Chinese companies as specific measures. It also implemented the introduction of a new core e-commerce system at a cost of ¥52 million. - FY2019-Q3AdvancedAnnual report
「In the mail-order business, revenue increased because of the special-demand effect from cleansing products, as described above, while costs increased year on year because advertising expenses were used actively for catalogue sales of cosmetics and other activities. As a result, revenue was ¥2,686 million, an increase of ¥398 million year on year, and operating profit was ¥132 million, a decrease of ¥16 million year on year.」
The company reported higher revenue driven by strong cleansing-product sales and active use of advertising expenses for cosmetics catalogue sales and other activities. Revenue increased by ¥398 million year on year, while operating profit decreased by ¥16 million because of higher advertising and other costs. - FY2019-Q2AdvancedAnnual report
「In the mail-order business, led by our consolidated subsidiaries Madrex Co., Ltd. and Jiva Studio Co., Ltd., overseas operations expanded steadily, while pelvic correction EMS products and cleansing products sold well.」
The company reported concrete progress in its ongoing overseas expansion and product enhancement initiatives, including the expansion of overseas operations and strong sales of pelvic correction EMS products and cleansing products. Operating profit in the mail-order business was ¥88 million. - FY2019-Q1AdvancedAnnual report
「In the mail-order business, led by our consolidated subsidiaries Madrex Co., Ltd. and Jiva Studio Co., Ltd., overseas operations expanded steadily, while pelvic correction EMS products and cleansing products sold well.」
For the mail-order business, the company reported the expansion of overseas operations and strong sales of pelvic correction EMS products and cleansing products. Measures pursued to date, including new products and overseas expansion, are producing concrete results in the current quarter. - FY2018AdvancedAnnual report
「During the current fiscal year, the mail-order business, led by our consolidated subsidiaries Madrex Co., Ltd. and Jiva Studio Co., Ltd., promoted stronger promotions for new product launches and actively expanded onto overseas e-commerce sites.」
The company continued promotions for new products and overseas e-commerce operations, including cross-border e-commerce sales to China and participation in Alibaba Group’s online sales events. The mail-order business generated revenue of ¥3,087 million and operating profit of ¥176 million. - FY2018-Q3AdvancedAnnual report
「During the cumulative third quarter of the current fiscal year, the mail-order business, led by our consolidated subsidiaries Madrex Co., Ltd. and Jiva Studio Co., Ltd., promoted stronger promotions for new product launches and actively expanded onto overseas e-commerce sites.」
The company continued and advanced promotions for new products and overseas e-commerce operations, participating through its flagship store in the Alibaba Group-led sales campaign for China’s “Singles’ Day.” It also reduced SG&A expenses, and operating profit in the mail-order business was ¥148,874 thousand. - FY2018-Q2AdvancedAnnual report
「Although revenue declined because of a temporary decrease in the number of customers, the company secured higher profit as cost of sales and SG&A expenses declined as a result of structural reforms launched in May this year. Revenue was ¥1,508,794 thousand and operating profit was ¥70,978 thousand, an increase of ¥56,536 thousand from the same quarter of the previous year.」
In addition to strengthening promotions for new products and launching on overseas e-commerce sites, the company reduced cost of sales and SG&A expenses through structural reforms begun in May 2017, increasing operating profit in the mail-order business year on year. - FY2018-Q1AdvancedAnnual report
「In the core mail-order business, the company strengthened promotions for the launch of new products, prepared to open stores on overseas e-commerce sites, and made preparations for a turnaround from the second quarter onward, while also actively pursuing cost reductions.」
The company strengthened promotions for new products, prepared to launch on overseas e-commerce sites, and reduced costs in preparation for a turnaround from the second quarter onward. In-store promotions and event slots for television shopping also performed well, and the mail-order business posted operating profit of ¥32,922 thousand. - FY2017-Q3AdvancedAnnual report
「The impact of reviewing discount measures was greater than expected. Although the company began shifting its promotional messaging from newspapers and other print media to digital channels, this did not offset the decline in existing revenue. Revenue was ¥2,259,142 thousand and the operating loss was ¥15,957 thousand.」
In the mail-order business, the company reviewed its discount measures and advanced the shift to digital advertising. The shift remains under way and has not yet offset the decline in existing sales, resulting in an operating loss for the cumulative period through the current quarter. - FY2017-Q2AdvancedAnnual report
「The company launched new “Ex:beaute” products, including “Extra Oil Cleansing” and new shades of CC cream; sales were strong, with the summer “Cool Fit Cover Powder UV” temporarily sold out at some stores; the products received high ratings on cosmetics review websites; and costs declined as the company began shifting advertising from newspapers and other traditional media to digital media. As a result, revenue was ¥1,561,963 thousand and operating profit was ¥14,442 thousand.」
The company described specific measures including launching new products, improving product ratings, and reducing costs by shifting advertising media to digital channels. The mail-order business posted operating profit of ¥14,442 thousand. - FY2017-Q1AdvancedAnnual report
「Due to factors including the temporary loss of sales opportunities resulting from the replacement of ageing point-of-sale fixtures for “Ex:beaute” cosmetics installed nationwide」
For the sales infrastructure of the mail-order business, the company replaced point-of-sale fixtures nationwide. It also disclosed a temporary loss of sales opportunities associated with the replacement. - FY2016First statedAnnual report
「Specific improvement measures for the following fiscal year and beyond include launching new products, rebuilding the brand, reviewing internal business processes, and revitalising and monetising synergies with the DRESS community.」
For the mail-order business, the company lists launching new products, rebuilding the brand, reviewing internal processes, and revitalising synergies with the DRESS community.