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Hada Labo Tokyo Comes Stateside



Published September 23, 2013
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JAPAN: Rohto Pharmaceutical Co. Ltd., parent of US-based The Mentholatum Company,  is bringing Rohto’s popular skin care brand Hada Labo Tokyo to the US.  Hada Labo launched in Japan in 2004 and has experienced significant growth across South East Asia, where a bottle of Clear Liquid Hydrator is sold every 2 seconds, according to the company.

The range is billed as a new generation of lightweight, deeply hydrating, anti-aging skin care promising a beautifully radiant and youthful complexion. The range features Super Hyaluronic Acid, a powerful proprietary combination of three types of hyaluronic acid for multi-layer, long-lasting moisture to effectively restore and strengthen skin's natural hydrating ability that depletes with age and sun exposure.

The range will be sold at select retailers including all 550 Ulta Stores nationwide and at Drugstore.com; prices range from $11.99-$24.99.

"After extensive consumer research, we have found that the quest for the perfect skin care product is always on women's minds. Hada Labo Tokyo's  lightweight and deeply hydrating formulas, which are also free of parabens, fragrance, mineral oil and dyes, are extremely appealing to the U.S. consumer," says Katherine Tocheff, director of marketing and innovation Skin Care and Lip Care, The Mentholatum Company, a division of Rohto Pharmaceutical Co., Ltd.

Rohto Pharmaceutical, which markets pharmaceuticals, cosmetics, skin care and health care products, has operations in 12 major markets, with distribution in more than 150 countries globally. The Mentholatum Company was founded in 1889, was acquired by Rohto Pharmaceutical Co., Ltd in 1988.  


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