JAPAN: Cosmetics companies here are increasingly incorporating plant extracts such as lavender and eucalyptus into their list of product ingredients. Cosmetics makers are targeting 20- to 30-year old women, trying to attract them by emphasizing the purported health effects of the ingredients. Some companies are also selling medicated oral supplements, reinforcing the concept that beauty comes from within.
Shiseido Co. recently introduced Sinoadore, a comprehensive aesthetic brand that reflects the principles of traditional Chinese herbal medicine. It contains the essence of Kanzoka blended with several medicated substances. Also included in the line are Sinoadore Lotion Circulist and six types of food supplements. The company is also selling bath additives and body oil, claiming that good skin care begins with health maintenance. Housewives in their 20s and 30s are the main users of these products, which are selling twice as fast as expected.
Kao Corp. released the Oriena brand containing Asian plant essences as the key ingredients. The line includes facial soaps, balancing lotions, moisture essences, bath
additives and special teas, catering to a variety of skin types and preferences. The 14-product line is only available on
Kosé Corp. is promoting White Powder wash, a face lotion in the Medicated Sekkisei series containing Asian plant essences such as perilla, peony and adlay.
Overseas brands are also jumping on the bandwagon. L’Occitane Japan, a French cosmetics maker, has begun marketing a series of products containing the extracts of lavender cultivated in Provence.