Strengthening skincare sales centered on ミルキュアピュア (skincare brand) and Refining White

「Recently, the company launched barrierise, a skincare line using carefully cultivated domestically sourced plant ingredients to promote healthy skin, and milcure me, a facial-cleansing series made with milk from pasture-raised dairy cows, known as grass-fed milk, which was processed into a cosmetic moisturizing ingredient.」

「During the interim accounting period, summer limited-time body-care products performed well against a backdrop of rising temperatures, while barrierise, a skincare line for sensitive and dry skin launched in September, made a start in line with plan. However, sales at directly operated House of Rose stores fell 1.2% year on year due to changes to some products covered by the summer sale, difficulties attracting customers who were not registered members, the impact of store closures and other factors.」

「Among skincare cosmetics, ceramide-containing products, including the new Cera Surge Moist Barrier Mist and Power Surge Gel DX, performed steadily.」

「However, these efforts did not translate into skincare cosmetics sales, which consequently remained sluggish.」

「Sales of the cleanser in the company’s core Milcure Pure moisturizing-care line also grew following stepped-up sales efforts, and skincare cosmetics sales increased steadily.」

「Sales of Moisture Controller, the moisturizing serum renewed in September, have remained strong. Sales of the cleanser in the Milcure Pure moisturizing-care line also grew substantially following stepped-up sales efforts, and skincare cosmetics sales increased steadily.」

「In September, the company substantially renewed its core skincare product Moisture Controller, a moisturizing serum, and significantly strengthened its sales promotions. The product received strong customer support and made a major contribution to the increase in sales.」

「As a result, sales of skincare cosmetics and makeup cosmetics exceeded those in the same period a year earlier.」

「Among its products, skincare lines related to skin whitening and anti-aging grew, while the Frank Rule base-makeup cosmetics series, renewed in September of the previous year, offered products suited to mask-wearing. Well received as “new base makeup that feels like bare skin,” the series drove sales of makeup cosmetics overall.」

「Under these conditions, the company implemented various sales-promotion measures and worked to further strengthen skincare sales, while also seeking to revitalize store-support activities through its newly established Store Support Department. As a result, although it generally struggled to attract new customers, the number of existing customers increased slightly, skincare cosmetics sales also rose, and total sales increased 0.8% from the previous fiscal year.」

「Meanwhile, among its products, skincare cosmetics, particularly those related to skin whitening, grew steadily in sales and also contributed to a higher average purchase price.」

「As a result, products developed in response to the COVID-19 pandemic and products targeted for stronger sales, including Concentrate Cream, performed well, but customer numbers remained sluggish because of store closures and other factors.」

「As a product initiative, the company expanded Concentrate Cream, a high-performance beauty cream previously sold exclusively at department-store locations, to all stores, including specialty stores, from September of the previous year. The product received high marks for its functionality and quality and made a major contribution to sales.」

「As a sales initiative, the company expanded the distribution of Concentrate Cream, a high-performance beauty cream previously sold exclusively at department-store locations, to all stores, including specialty stores, from September. The product received renewed high marks, particularly for its functionality, and sales exceeded expectations.」

「While implementing infection-control measures during the COVID-19 pandemic, the company’s basic sales method, customer service involving touching customers’ skin, was restricted. Sales declined, and skincare sales also came under pressure.」

「In terms of sales, the company will work to further strengthen sales across its skincare cosmetics portfolio and focus on improving the skincare sales ratio.」

「The core House of Rose directly operated store sales business is working to further strengthen sales capabilities for skincare cosmetics, and the proportion of skincare sales increased by approximately 4 percentage points from the same period of the previous year.」

「In terms of product initiatives, the basic-care items in Excellage, the fully renewed anti-aging-care line, made a major contribution to sales.」

「In its core directly operated House of Rose store business, the new Excellage anti-aging skincare line performed well,」

「In September, the company launched the Excellage line, a fully renewed anti-aging skincare line. It received strong customer support from the outset and contributed to sales.」

「In its core directly operated House of Rose store business, the company worked to increase total customer numbers, including new customers, while strengthening skincare cosmetics sales, sales promotions and its range of seasonal limited-time products.」

「In its core directly operated House of Rose store business, the company has worked to strengthen profitability per store while promoting sales of its core skincare line, and skincare cosmetics sales increased from the same period a year earlier.」

「In its core directly operated House of Rose store business, the company focused on strengthening consultative sales centered on the Milcure Pure and Refining White skincare lines, expanding its product range and implementing measures including advertising to attract more new customers.」

「In its core directly operated House of Rose store business, the company worked to increase sales and address the challenge of attracting new customers by strengthening sales of its core skincare cosmetics, introducing seasonal limited-time products and implementing related promotional measures.」

「Throughout the year, the company’s core directly operated House of Rose stores worked to strengthen sales capabilities, focusing on skincare cosmetics centered on the Milcure Pure and Refining White lines.」

「In its core directly operated House of Rose store business, the company is promoting stronger sales with the Milcure Pure and Refining White skincare lines as the two pillars, while working to strengthen profitability per store, one of the challenges for the period.」

「The company worked to strengthen consultative sales centered on the Milcure Pure and Refining White skincare lines and advanced efforts to address one of the period’s challenges, strengthening profitability per store.」

「While promoting stronger sales of the Milcure Pure and Refining White skincare lines as the two pillars of this fiscal year, the company is working on one of its challenges for the year: strengthening profitability per store.」

「With the two skincare lines, Milcure Pure and Refining White, as its core offerings, the company will seek further growth in sales and profit by strengthening sales across its skincare cosmetics portfolio.」