Expansion from cleansing balm products to the DUO brand
First written in FY2020. 21 of 26 entries say "Advanced", first in FY2022-Q1. Latest entry: FY2026.
The whole theme swung hardest in 2022: 2 of 17 companies on the "Worse" side.
12 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「The new line from “DUO,” the “DUO Cleanse Serum Peel & Boost,” a serum designed to remove impurities, ranked third in the @cosme Best Cosmetics Awards 2026 First-Half New Product Best Cleansing category. It achieved 21 cosmetics awards in just six months since its full-scale launch in January 2026.」
We launched a new line expanding DUO from its cleansing-balm core into full skincare, recording 21 awards within six months. - FY2026-H1AdvancedAnnual report
「In January 2026, the company fully launched DUO Cleanse Serum Peel & Boost, a new serum line from DUO.」
For DUO, the company fully launched a new serum line in addition to its cleansing-balm-centered offering. - FY2025AdvancedAnnual report
「To mark the DUO brand's 15th anniversary in February 2025, the company relaunched 5 products in The Cleansing Balm series. In addition to the standard 90g size, it introduced a 66g store-exclusive size and an 18g mini size, and rolled out promotions following The Cleansing Balm Black Repair's recognition as a Best Cosmetics winner in the @cosme Best Cosmetics Awards 2025 first half new-products category, area promotions using train-channel advertising and out-of-home media, and trial campaigns to acquire new direct-mail customers using the mini size.」
To re-strengthen DUO as a cleansing-centered brand, the company renewed 5 products for the 15th anniversary and rolled out new sizes, transit advertising and trial initiatives. - FY2025-H1AdvancedAnnual report
「To mark the DUO brand's 15th anniversary in February 2025, the company is relaunching 5 products in The Cleansing Balm series. As the first launch, sales of The Cleansing Balm Black Repair began in January 2025. Alongside the relaunch, the company began airing a new commercial, “The Balm Is Reborn,” and launched a sales-promotion campaign to promote the renewed DUO brand.」
To mark DUO's 15th anniversary, the company planned the renewal of 5 Cleansing Balm products and began sales of the first product, a new commercial and a sales-promotion campaign. - FY2023ReframedAnnual report
「Having already established a position as a market leader in Japan, DUO will target a higher-value-added position while strengthening its global expansion.」
In addition to expanding DUO from a cleansing brand into a skincare brand, the company indicated a policy of prioritizing higher value added and global expansion. - FY2022AdvancedAnnual report
「The DUO brand, which has entered the mature phase of the cleansing market, will maintain its position as the clear No. 1 brand by sales in the cleansing category while working to transform itself from a cleansing brand into a skincare brand by developing skincare products other than balms and developing core products.」
The policy of transforming DUO from a cleansing-centered brand into a skincare brand was accompanied by specific measures, namely developing products other than balms and developing core products. - FY2022-Q1AdvancedAnnual report
「In September 2021, in addition to a new commercial continuing to feature the artists KinKi Kids, the company began airing a new commercial featuring Yuta Kishi of King & Prince and focusing on the DUO facial-cleansing series.」
For DUO, the company began airing a new commercial that expanded the focus from cleansing to the facial-cleansing series. - FY2021ReframedAnnual report
「By resolving these issues, the company will work to move the DUO brand beyond a cleansing brand and develop it into a skincare brand.」
DUO's expansion policy was clarified as developing the brand from a cleansing-balm-centered offering into a full skincare brand. - FY2020First statedAnnual report
「As a first step in shifting from selling products based on the name recognition of cleansing balm to selling them as the DUO brand, the company changed the DUO logo and renewed all DUO-related products in August 2019, refreshing and clarifying the brand concept.」
The company is working to raise brand awareness through a new brand logo, the renewal of all products, television commercials and events.