Japanese cosmetics giant Kanebo recently launched Lissage Men, the company’s first prestige men’s skincare line. Available in the Japanese market since the beginning of February, the line comprises a moisturizing beauty essence and a foaming soap that doubles as shaving cream.

Rising anti-aging awareness among Japanese men

A web survey conducted in 2013 by Kanebo Beauty Research Laboratories pointed to a striking resemblance of male and female skincare concerns in Japan, with “skin dryness” and “spots and freckles” being also the top concerns of men, followed by skin roughness and wrinkles and sagging.

(click on the picture to enlarge)

(click on the picture to enlarge)

As one can imagine, along with changes in the skin caused by dryness and aging, Japanese men, much like women, develop a strong interest in aging care,” explains Kanebo beauty researcher Sumika Hirao.

Women in mind

Based on more than two decades of collagen research, the Lissage Men skincare line targets men in their 30s and 40s who are beginning to worry about things like dryness, firmness, and elasticity.

The bottle design and the fragrance have been created with female customers in mind as well. “What gets men started on skincare is often – besides the medium of TV – advice from a girlfriend or partner,” explains Tomoko Ogino, brand manager of Lissage.

All the products in the have a spicy scent mixed with notes of fresh citrus fruit enhanced with rose and other sweet notes from essential oils of botanical origin.