Differentiation from competitors through new product development

「Following the limited-edition body smoother package created in collaboration with Sanrio Company,Ltd.’s “Hello Kitty,” launched in July of the same year, we will sell “milcure me” containers and wash-and-powder set boxes featuring playful designs for a limited period and in limited quantities.」

「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.」

「“Oh!Baby Body Smoother” and “milcure me” will be offered for a limited time in limited-edition “Hello Kitty” packaging」

「In terms of products, the refreshing Mint Leave series continued to perform well amid the summer heat. In addition, the newly adopted Moomin character was well received in the winter gift range and contributed to sales.」

「During the interim accounting period, bath and body care cosmetics, led by the refreshing seasonal Mint Leave series, sold well as the heat wave persisted. The lifestyle product Loofah Slippers, which could not be procured in the previous period because of a shortage of raw materials, was also well received and contributed to an increase in the number of new customers.」

「Although the new limited-time Body Smoother product performed well, sales of body cosmetics and miscellaneous goods, which struggled in the first quarter, declined year on year.」

「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.」

「However, for the body care cosmetics sold on a limited-time basis during this period, we launched an innovative product focused on functionality this year, but its appeal to customers, including its design, was weak, and sales fell well short of plan.」

「In March of this year, we also renewed and launched 3 shampoo-related product series. In addition to improving quality, we adopted environmentally friendly containers and newly added refill products, and expect them to increase sales as products that contribute to environmental protection.」

「Seasonal limited-time products and new makeup products designed for use during the pandemic performed well. Original products were also added under the Be-Prime and Oh!Baby brands, helping expand the customer base.」

「Meanwhile, seasonal limited-time products with a refreshing feel and makeup cosmetics that can be used comfortably during the COVID-19 pandemic were well received, contributing to increases in sales and the number of new customers.」

「We will also launch a new product series under Oh!Baby to further enhance and strengthen the product assortment.」

「The Emocera Moist Veil Powder, launched as a limited-time product in September, continued to perform well and drove overall sales of makeup products.」

「Among new products, limited-time products designed for mask-wearing performed well, and in September we launched the first product in a new series under the popular Oh!Baby brand.」

「As part of our product initiatives, we expanded sales of the high-performance Concentrate Cream, previously exclusive to department-store locations, by making it available at all stores, including specialty stores, from September of last year. It was highly rated for its functionality and quality and made a significant contribution to sales. We also completely renewed the body-care series inspired by cherry blossoms, which is rolled out from early spring each year, and launched it as the Sakura Fufufu brand. It was well received, together with the addition of a limited-time Body Smoother. In addition, we launched timely cosmetics and miscellaneous goods adapted to mask-wearing during the COVID-19 pandemic.」

「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.」

「Launch of the first product in the new pore-care line, Dot Fine Cleansing Oil」

「However, measures to counter the decline from the previous period, including the limited launch of three 200 g varieties of Oh!Baby Body Smoother and initiatives to attract repeat store visits, proved effective. The decline was relatively limited, with the number of new customers increasing.」

「Sales of seasonal limited-time products were weak due to the effects of a cool summer.」

「Sales declined 10.0% year on year, due in part to weak sales of limited-time products as a result of unfavorable weather and other factors.」

「The Excellage basic-care items, a comprehensive renewal of the anti-aging care line, made a significant contribution to sales. The renewed ANOTe KONOTe hand and nail-care series and the Classic Pooh series, which was comprehensively renewed to mark its 20th anniversary, were also well received by customers and contributed to acquiring new customers.」

「The Classic Pooh bath and body-care series, substantially renewed in November to mark its 20th anniversary, was well received, particularly at specialty stores.」

「In September, we launched the Excellage line, a comprehensive renewal of our anti-aging skincare line, which received strong support from the time of launch and contributed to sales. The Mint Leap series, with its cooling sensation, also grew in the extreme heat, and other limited-time products generally performed well.」

「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 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.」

「As part of our product initiatives, we completely renewed the point makeup line in September of last year and March of this year and launched it under the Rose Joule brand. In December of last year, we introduced House of Rose Facial Oil Serum, and in March of this year, House of Rose Whitening Spots CT, along with other individual products that strongly support skincare cosmetics.」

「We continually seek to secure earnings by differentiating ourselves from other companies through the development of new products.」