Developing a Product or Brand to Become the Second Pillar After DUO

「The CANADEL brand's cumulative shipments exceeded 9 million units in September 2024, and awareness has increased as a high-functionality anti-aging brand for mature consumers whose skin concerns change over time.」

「The CANADEL brand's cumulative shipments exceeded 9 million units in September 2024, and sales have grown as a high-functionality anti-aging brand for mature consumers whose skin concerns change over time. However, competition in the all-in-one cosmetics market remains intense and revenue has recently continued to trend lower.」

「The CANADEL brand expanded its product lineup by launching 2 new products in March 2024: CANADEL Cleansing Water, which removes makeup as effectively as an oil-based product, and CANADEL Jelly Lotion [quasi-drug], which moisturizes instantly.」

「The CANADEL brand sought to increase brand awareness by airing new television commercials and strengthened its approach to new and existing customers through in-store campaigns linked to the commercials. As a result, revenue increased from the previous quarter. However, amid continued intense competition in the all-in-one cosmetics market and persistently high advertising costs, new customer acquisition fell below plan and revenue was below the level recorded in the same period of the previous year.」

「We aim to maintain and strengthen the position of our core product, DUO The Cleansing Balm, as the No. 1 cleansing product by sales, while developing CANADEL and Clayence, which follow DUO The Cleansing Balm, as the second and third product pillars. We will pursue further growth by leveraging the digital marketing expertise and product development capabilities cultivated since the company's founding.」

「The CANADEL brand continues to steadily grow sales through unique new products, including the retail launch of a renewed version of CANADEL Premier Lift reformulated as a quasi-drug.」

「The CANADEL brand continues to steadily grow sales through unique new products such as CANADEL Premier Barrier Fix. The company launched refills in September, rolled out promotions centered on new television commercials from October, and launched a unique new product containing gold leaf in November, seeking to expand among the core target segment of the all-in-one cosmetics market.」

「The CANADEL brand continues to steadily grow sales through unique new products such as CANADEL Premier Zero and CANADEL Premier Barrier Fix. New customer acquisition was restrained in the first quarter of the previous fiscal year due to advertising regulations, but the company invested actively in the current fiscal year and achieved a high level of new customer acquisition. Refills were launched in September, and promotions centered on new television commercials began in October to expand the brand among the core target segment of the all-in-one cosmetics market.」

「CANADEL, which is being developed as the second revenue pillar after the DUO brand, is pursuing a strategy of proposing all-in-one cosmetics to meet younger consumers' needs for time-saving products. In addition to its existing lineup, high-priced CANADEL Premier Zero, created as its flagship all-in-one product, and CANADEL Premier Barrier Fix※2, a quasi-drug containing niacinamide effective against dark spots and wrinkles and launched in April, have steadily increased sales. Annual revenue exceeded ¥5 billion within 3 years of launch.」

「Meanwhile, CANADEL, which is being developed as the second revenue pillar after the DUO brand, increased sales under its strategy of proposing all-in-one cosmetics for younger consumers. Growth was led by the high-priced CANADEL Premier Zero and the quasi-drug CANADEL Barrier Fix, newly launched in April and containing niacinamide, which is effective against dark spots and wrinkles. Monthly revenue exceeded ¥700 million in April, setting a new record. In late March, the company also leveraged its brand development expertise from DUO and CANADEL to launch Clayence, a new brand targeting gray hair among younger consumers. Within 1 week of its brand launch on 22 March, Clayence exceeded 10,000 new customers acquired in a single week, raising expectations for its growth as a new revenue pillar.」

「CANADEL, which is being developed as the second revenue pillar after the DUO brand, is pursuing development of a new market by proposing all-in-one cosmetics for younger consumers. In October 2021, the company began airing commercials featuring Kichise Michiko (吉瀬美智子) and Hirose Alice (広瀬アリス), who were newly selected for their strong appeal among target customers. As a result, direct-to-consumer sales showed strong growth, reaching a record high in January 2022, with monthly revenue approaching ¥400 million.」

「For CANADEL, which is being developed as the second revenue pillar after the DUO brand, the company revamped the cast of its television commercials, featuring actors Kichise Michiko (吉瀬美智子) and Hirose Alice (広瀬アリス). The new commercial, characterized by a catchy melody featuring a song by Hotei Tomoyasu (布袋寅泰), began airing in October 2021.」

「The CANADEL brand generated revenue equivalent to 284.5% of the previous fiscal year's level, driven by active mass marketing, including television commercials, in addition to digital marketing initiatives to acquire new customers.」

「The CANADEL brand has increased the number of stores carrying it and revenue continues to grow, supported by the effect of television commercials. The company also expanded the brand's product lineup by launching Premier Zero, a high-priced, high-functionality anti-aging all-in-one cosmetic positioned above its existing products; Premier Moist Cool, a limited-edition tightening and moisturizing all-in-one cosmetic; and CANADEL Beauty Trainer, also a limited-edition home facial device.」

「CANADEL, launched in April 2019 as the second revenue pillar after the DUO brand, saw strong new customer acquisition and steady direct-to-consumer sales. Together with the effect of television commercials featuring actor Yonakura Ryoko (米倉涼子), which began in September 2020, monthly revenue exceeded ¥400 million for the first time in December 2020.」

「CANADEL, launched in April 2019 as the second revenue pillar after the DUO brand, had previously focused its marketing primarily on digital marketing. To further increase awareness of the CANADEL brand, the company began broadcasting its first television commercial featuring actor Yonakura Ryoko (米倉涼子) in September 2020 in the Tokyo metropolitan area and major regional cities. As a result, the number of stores carrying CANADEL increased approximately 13-fold, from about 600 as of the end of July 2020 to about 8,000 as of the end of October 2020.」

「To develop a product or brand that can become the second pillar after The Cleansing Balm, we aim to achieve further growth by leveraging the internet marketing expertise and product development capabilities cultivated since the company's founding.」