KOSÉ Corporation will be carrying out its first full-scale rebranding of its flagship skincare brand, Sekkisei, to mark the 35th anniversary of its launch in May 2020. At the same time, the company will launch "Sekkisei Clear Wellness" (10 items, 10 varieties, no printed price) and a limited edition product from the same series (2 items, 2 varieties, no printed price) as a new series that embodies the rebranding and will be the core of Sekkisei going forward.
Sekkisei launched in 1985 as a single lotion containing Japanese and Chinese herbal extracts as part of a specialized skincare series. In addition to winning support from a wide range of customers for its unique feel and proven effectiveness, the striking lapis lazuli-colored packaging reminiscent of a medicine bottle and the simple product name, which succinctly expresses the feel and effects in three kanji characters, also attracted attention, establishing a unique position as a staple product in the Japanese skincare market.
Since then, the core product, Medicated Sekkisei lotion, has remained a best-seller with little change to its formula since its launch, gaining loyal users across generations and genders, with cumulative shipments since its launch exceeding 61.5 million bottles*1. Furthermore, the brand has developed into a comprehensive skincare brand by expanding its range of items and adding derivative series to meet diverse distribution needs, while also increasing its presence in overseas markets, primarily in Asia, and becoming known worldwide as one of Japan's leading skincare brands. *1 As of the end of March 2020, including all sizes and limited edition items. Furthermore, Sekkisei has been running its signature sustainability promotion initiative, the Sekkisei "SAVE the BLUE" project, since 2009, and is committed to protecting the global environment through donations and awareness-raising for coral cultivation activities in Okinawa and forest conservation activities in Tohoku. This marks the first major rebranding since the brand's launch in 1985, with the aim of further accelerating globalization and expanding contact points with new customers. The new Sekkisei promises customers "Gift from the Earth SEKKISEI Clarity - Sekkisei Clear Skin from the Earth." While maintaining the "clear skin" that Sekkisei is known for, the brand will go beyond the traditional Japanese and Chinese herbs to explore the power of nature nurtured by the Earth's waters, including plants, food, and the earth, and incorporate these into its products. The brand will also be reborn as one that strengthens its sustainability efforts, by incorporating environmentally friendly design elements into every aspect of the products themselves. Furthermore, the image of a Japanese brand will be communicated through collaborations with Japanese cultural figures across a wide range of fields. The aim is to transform the brand into one with an even stronger global presence in line with changing times. With the brand message of "When you become beautiful, the earth becomes beautiful, Sekkisei," the brand will increase its presence and added value and communicate its message through three series: Sekkisei Miyabi*2, the pinnacle of the brand; the existing Sekkisei*3; and the newly launched Sekkisei Clear Wellness.
*2 News release issued on January 14, 2020
https://www.kose.co.jp/company/ja/content/uploads/2020/01/20200114.pdf
*3 Includes "Sekkisei Supreme"
About the brand logo
Taking this opportunity to rebrand, we will be changing the familiar brand logo. The main logo will be the alphabet "SEKKISEI" in order to increase global recognition. In addition, the typeface for the kanji for "Sekkisei" will be changed to the uniquely Japanese Mincho typeface.
Details of the "Sekkisei Clear Wellness" Series
The new "Sekkisei Clear Wellness" series (10 items, 10 varieties, no printed price) and limited edition items (2 items, 2 varieties, no printed price) will be released nationwide from September 16, 2020, and will be gradually rolled out globally.
Sekkisei Clear Wellness was developed with an awareness that "changes in the environment around us" are one of the causes of modern skin problems, and is aimed at those aiming for healthy, clear skin that is less prone to problems. The entire series contains a unique ingredient *4 discovered from plants grown in Japan. By increasing the quantity and quality of the moisture barrier, it leads to healthy, translucent skin that is not affected by external factors such as dryness.
*4 Alpinia zerumbet leaf extract, peony flower extract, noni juice extract (Yamaginata citriodora juice), glycerin (moisturizing)
Available in two types, "effective type" and "free type," each item is designed with quality that meets Sekkisei's unique free standards. The container has a minimalist design inspired by the droplets created by the earth, expressing freshness and gentleness to the skin.
The "Efficacy Type" lineup includes lotion, emulsion, beauty gel cream, cleanser, and facial soap. In addition to the unique ingredient "," they all contain a "clarity boost ingredient*5," which moisturizes and enhances skin's translucency. Free of parabens (preservatives) and colorants (except for the facial soap), it has a translucent fragrance that evokes the breath of nature. The main item, "Natural Drip," is a bio-derived*6 lotion with a smooth, viscous texture that penetrates easily. Formulated with bay laurel leaf extract and glycerin (moisturizing), it leaves skin hydrated and free of stickiness and dryness. *5 Hydrolyzed rice leaf extract, plum fruit extract, glycerin (moisturizing) *6 Xanthan gum
The "Free Type" lineup includes lotion, emulsion, cream, cleanser, and foaming face wash. They are alcohol (ethyl alcohol), paraben (preservative), and mineral oil-free, fragrance-free, colorant-free, allergy-tested, patch-tested, and stinging (skin irritation) tested*7, and are hypoallergenic. The main item, "Pure Conc," is a transparent, hypoallergenic lotion. Formulated with chamomile flower extract and glycerin (moisturizing), it has a gentle, soothing feel that leaves skin hydrated.
*7 This does not mean that allergies, skin irritation, or sensation of irritation will not occur in all people.
In addition, a graphic designer has been appointed as the creative director of "Sekkisei Clear Wellness." He is in charge of direction of product design, advertising expression, sales floor, etc.
Profile of Taku Sato
Taku Sato (Sato Taku)
Graphic Designer
He is active mainly in package design, graphic design, and art direction. Born: 1955, Tokyo
Education: Tokyo University of the Arts
About Promotion
Yui Aragaki will continue to serve as the brand muse, and the new world view of Sekkisei will be promoted through TV commercials, the web, and other media. In addition, Kaya Kiyohara, who has previously served as Sekkisei muse, will be used for the "Free Type" of the new "Clear Wellness" series. A new muse is planned for the "Efficacy Type", and will be announced at a later date.
Sustainability Initiatives
Specific examples of sustainable initiatives in the Sekkisei Clear Wellness series are as follows:
Reducing CO2 emissions
Biomass PET, an environmentally friendly material, is used for part of the product packaging. "Biomass PET" replaces the petroleum-derived monoethylene glycol (MEG), the raw material for PET resin, with plant-derived MEG (bio-MEG) made from sugarcane pomace, making it possible to reduce CO2 emissions during production compared to conventional petroleum-based plastics.
Reducing Plastic Usage
With the exception of some items, we will refrain from using plastic resin as much as possible in packaging materials and kit product trays, and will also eliminate tear tape packaging from product exteriors.
Reducing Paper Usage
We will digitize the paper package inserts that were previously included with products and the pamphlets distributed in stores by issuing QR codes, thereby reducing paper usage as much as possible.
Other sustainability initiatives
The ink used to print on products is biomass ink, which is easily biodegradable and has a low environmental impact. The product's outer box is made of cardboard, which is said to have a recycling rate of over 90% in Japan. The writing on the outer box uses a universal font established by our company, and has been made in a size and style that is easy for everyone to read.
As an initiative for the entire Sekkisei brand, we will contribute to plastic recycling by introducing a container collection system. We are considering installing collection boxes in some stores to collect used cosmetic containers and recycle them in an appropriate manner. Details will be announced at a later date.
Going forward, Sekkisei will continue to expand the scope of our sustainability promotion activities*8 as a leading brand.
*8 "Kose Sustainability Plan" announced on April 30, 2020 https://www.kose.co.jp/company/ja/content/uploads/2020/04/kose_sustainability_plan20200430.pdf
Released on September 16, 2020
"Sekkisei Clear Wellness" New products (10 items, 10 varieties) and limited edition products (2 items, 2 varieties)
*No printed price
Efficacy type*9
(In order: product name, features, volume) 1. Sekkisei Clear Wellness Natural Drip (lotion) A lotion with a smooth, gentle texture like an essence. Contains ITOWA and bay laurel leaf extract (moisturizing). 200mL 2. Sekkisei Clear Wellness Smoothing Milk (lotion) A lotion that spreads lightly and effortlessly to leave skin soft and smooth. Contains ITOWA and lithospermum root extract (moisturizing). 140mL 3. Sekkisei Clear Wellness Hydrating Gel (beauty gel cream) A beauty gel cream that envelops skin in a bouncy gel to maintain a moisture barrier. Contains ITOWA and Aphanotheca sacrum extract*10 (moisturizing). 90g
4. Sekkisei Clear Wellness Milk Cleanser (Cleansing)
Contains soft scrub (konjac granules*11). A cleansing milk that thoroughly removes makeup, dullness*12 and dirt deep within pores. Contains ITOWA and saxifrage extract (moisturizing). 140g
5. Sekkisei Clear Wellness Facial Soap (Facial Cleansing Soap)
A facial cleansing soap that produces rich, moisturizing lather to envelop and remove dullness*12 and dirt deep within pores. Contains ITOWA and apricot oil*13 (moisturizing). 100g
6. [Limited Edition] Sekkisei Clear Wellness Natural Drip Kit
A limited edition kit that includes the full "Natural Drip" product and a mini size of "Smoothing Milk." 200mL + 35mL
*9 The active type is paraben (preservative) free and colorant-free (excluding facial soap). The free type is alcohol (ethyl alcohol) free, paraben (preservative) free, mineral oil free, fragrance-free, colorant-free, and has been allergy tested, patch tested, and stinging (skin irritation) tested (this does not mean that it will not cause allergies or skin irritation or be irritating in all people).
*10 Aphanothece sacrum exocellular polysaccharides *11 Mannan *12 Dead skin cells *13 Apricot kernel oil
*No printed price
Free type *9
(Product name, features, capacity in order)
7. Sekkisei Clear Wellness Pure Concentrate
The moisture barrier prevents rough skin, leaving it feeling fresh and hydrated without feeling sticky or dry. Contains ITOWA and Cassia Flower Extract (moisturizing). 200mL 8. Sekkisei Clear Wellness Refining Milk (Emulsion)
A moisturizing emulsion that envelops skin with a gentle, moisturizing touch, maintaining a moisture barrier. Contains ITOWA and Evening Primrose Seed Extract*14 (moisturizing). 140mL 9. Sekkisei Clear Wellness Water Shield Cream (Cream)
A cream that spreads smoothly and moisturizes with a watery texture. Contains ITOWA and Lychee Seed Extract (moisturizing). 40g 10. Sekkisei Clear Wellness Cleansing Gel (Cleansing)
A smooth, non-stressing gel cleanser that thoroughly removes makeup, dullness*12, and dirt deep within pores. Contains ITOWA and mugwort leaf extract (moisturizing). 140g
11. Sekkisei Clear Wellness Gentle Wash (Foaming Facial Wash)
A facial cleanser that comes out as a foam, creating a rich, moisturizing lather that envelops and removes dullness*12 and dirt deep within pores. Contains ITOWA and horsetail extract (moisturizing). 160mL
12. [Limited Edition] Sekkisei Clear Wellness Pure Conc Kit
A limited edition kit that includes the full "Pure Conc" product and a mini size of "Refining Milk." 200mL + 35mL *14 Evening Primrose Seed Extract
Click here for details of the company press release
Sekkisei launched in 1985 as a single lotion containing Japanese and Chinese herbal extracts as part of a specialized skincare series. In addition to winning support from a wide range of customers for its unique feel and proven effectiveness, the striking lapis lazuli-colored packaging reminiscent of a medicine bottle and the simple product name, which succinctly expresses the feel and effects in three kanji characters, also attracted attention, establishing a unique position as a staple product in the Japanese skincare market.
Since then, the core product, Medicated Sekkisei lotion, has remained a best-seller with little change to its formula since its launch, gaining loyal users across generations and genders, with cumulative shipments since its launch exceeding 61.5 million bottles*1. Furthermore, the brand has developed into a comprehensive skincare brand by expanding its range of items and adding derivative series to meet diverse distribution needs, while also increasing its presence in overseas markets, primarily in Asia, and becoming known worldwide as one of Japan's leading skincare brands. *1 As of the end of March 2020, including all sizes and limited edition items. Furthermore, Sekkisei has been running its signature sustainability promotion initiative, the Sekkisei "SAVE the BLUE" project, since 2009, and is committed to protecting the global environment through donations and awareness-raising for coral cultivation activities in Okinawa and forest conservation activities in Tohoku. This marks the first major rebranding since the brand's launch in 1985, with the aim of further accelerating globalization and expanding contact points with new customers. The new Sekkisei promises customers "Gift from the Earth SEKKISEI Clarity - Sekkisei Clear Skin from the Earth." While maintaining the "clear skin" that Sekkisei is known for, the brand will go beyond the traditional Japanese and Chinese herbs to explore the power of nature nurtured by the Earth's waters, including plants, food, and the earth, and incorporate these into its products. The brand will also be reborn as one that strengthens its sustainability efforts, by incorporating environmentally friendly design elements into every aspect of the products themselves. Furthermore, the image of a Japanese brand will be communicated through collaborations with Japanese cultural figures across a wide range of fields. The aim is to transform the brand into one with an even stronger global presence in line with changing times. With the brand message of "When you become beautiful, the earth becomes beautiful, Sekkisei," the brand will increase its presence and added value and communicate its message through three series: Sekkisei Miyabi*2, the pinnacle of the brand; the existing Sekkisei*3; and the newly launched Sekkisei Clear Wellness.
*2 News release issued on January 14, 2020
https://www.kose.co.jp/company/ja/content/uploads/2020/01/20200114.pdf
*3 Includes "Sekkisei Supreme"
About the brand logo
Taking this opportunity to rebrand, we will be changing the familiar brand logo. The main logo will be the alphabet "SEKKISEI" in order to increase global recognition. In addition, the typeface for the kanji for "Sekkisei" will be changed to the uniquely Japanese Mincho typeface.
Details of the "Sekkisei Clear Wellness" Series
The new "Sekkisei Clear Wellness" series (10 items, 10 varieties, no printed price) and limited edition items (2 items, 2 varieties, no printed price) will be released nationwide from September 16, 2020, and will be gradually rolled out globally.
Sekkisei Clear Wellness was developed with an awareness that "changes in the environment around us" are one of the causes of modern skin problems, and is aimed at those aiming for healthy, clear skin that is less prone to problems. The entire series contains a unique ingredient *4 discovered from plants grown in Japan. By increasing the quantity and quality of the moisture barrier, it leads to healthy, translucent skin that is not affected by external factors such as dryness.
*4 Alpinia zerumbet leaf extract, peony flower extract, noni juice extract (Yamaginata citriodora juice), glycerin (moisturizing)
Available in two types, "effective type" and "free type," each item is designed with quality that meets Sekkisei's unique free standards. The container has a minimalist design inspired by the droplets created by the earth, expressing freshness and gentleness to the skin.
The "Efficacy Type" lineup includes lotion, emulsion, beauty gel cream, cleanser, and facial soap. In addition to the unique ingredient "," they all contain a "clarity boost ingredient*5," which moisturizes and enhances skin's translucency. Free of parabens (preservatives) and colorants (except for the facial soap), it has a translucent fragrance that evokes the breath of nature. The main item, "Natural Drip," is a bio-derived*6 lotion with a smooth, viscous texture that penetrates easily. Formulated with bay laurel leaf extract and glycerin (moisturizing), it leaves skin hydrated and free of stickiness and dryness. *5 Hydrolyzed rice leaf extract, plum fruit extract, glycerin (moisturizing) *6 Xanthan gum
The "Free Type" lineup includes lotion, emulsion, cream, cleanser, and foaming face wash. They are alcohol (ethyl alcohol), paraben (preservative), and mineral oil-free, fragrance-free, colorant-free, allergy-tested, patch-tested, and stinging (skin irritation) tested*7, and are hypoallergenic. The main item, "Pure Conc," is a transparent, hypoallergenic lotion. Formulated with chamomile flower extract and glycerin (moisturizing), it has a gentle, soothing feel that leaves skin hydrated.
*7 This does not mean that allergies, skin irritation, or sensation of irritation will not occur in all people.
In addition, a graphic designer has been appointed as the creative director of "Sekkisei Clear Wellness." He is in charge of direction of product design, advertising expression, sales floor, etc.
Profile of Taku Sato
Taku Sato (Sato Taku)
Graphic Designer
He is active mainly in package design, graphic design, and art direction. Born: 1955, Tokyo
Education: Tokyo University of the Arts
About Promotion
Yui Aragaki will continue to serve as the brand muse, and the new world view of Sekkisei will be promoted through TV commercials, the web, and other media. In addition, Kaya Kiyohara, who has previously served as Sekkisei muse, will be used for the "Free Type" of the new "Clear Wellness" series. A new muse is planned for the "Efficacy Type", and will be announced at a later date.
Sustainability Initiatives
Specific examples of sustainable initiatives in the Sekkisei Clear Wellness series are as follows:
Reducing CO2 emissions
Biomass PET, an environmentally friendly material, is used for part of the product packaging. "Biomass PET" replaces the petroleum-derived monoethylene glycol (MEG), the raw material for PET resin, with plant-derived MEG (bio-MEG) made from sugarcane pomace, making it possible to reduce CO2 emissions during production compared to conventional petroleum-based plastics.
Reducing Plastic Usage
With the exception of some items, we will refrain from using plastic resin as much as possible in packaging materials and kit product trays, and will also eliminate tear tape packaging from product exteriors.
Reducing Paper Usage
We will digitize the paper package inserts that were previously included with products and the pamphlets distributed in stores by issuing QR codes, thereby reducing paper usage as much as possible.
Other sustainability initiatives
The ink used to print on products is biomass ink, which is easily biodegradable and has a low environmental impact. The product's outer box is made of cardboard, which is said to have a recycling rate of over 90% in Japan. The writing on the outer box uses a universal font established by our company, and has been made in a size and style that is easy for everyone to read.
As an initiative for the entire Sekkisei brand, we will contribute to plastic recycling by introducing a container collection system. We are considering installing collection boxes in some stores to collect used cosmetic containers and recycle them in an appropriate manner. Details will be announced at a later date.
Going forward, Sekkisei will continue to expand the scope of our sustainability promotion activities*8 as a leading brand.
*8 "Kose Sustainability Plan" announced on April 30, 2020 https://www.kose.co.jp/company/ja/content/uploads/2020/04/kose_sustainability_plan20200430.pdf
Released on September 16, 2020
"Sekkisei Clear Wellness" New products (10 items, 10 varieties) and limited edition products (2 items, 2 varieties)
*No printed price
Efficacy type*9
(In order: product name, features, volume) 1. Sekkisei Clear Wellness Natural Drip (lotion) A lotion with a smooth, gentle texture like an essence. Contains ITOWA and bay laurel leaf extract (moisturizing). 200mL 2. Sekkisei Clear Wellness Smoothing Milk (lotion) A lotion that spreads lightly and effortlessly to leave skin soft and smooth. Contains ITOWA and lithospermum root extract (moisturizing). 140mL 3. Sekkisei Clear Wellness Hydrating Gel (beauty gel cream) A beauty gel cream that envelops skin in a bouncy gel to maintain a moisture barrier. Contains ITOWA and Aphanotheca sacrum extract*10 (moisturizing). 90g
4. Sekkisei Clear Wellness Milk Cleanser (Cleansing)
Contains soft scrub (konjac granules*11). A cleansing milk that thoroughly removes makeup, dullness*12 and dirt deep within pores. Contains ITOWA and saxifrage extract (moisturizing). 140g
5. Sekkisei Clear Wellness Facial Soap (Facial Cleansing Soap)
A facial cleansing soap that produces rich, moisturizing lather to envelop and remove dullness*12 and dirt deep within pores. Contains ITOWA and apricot oil*13 (moisturizing). 100g
6. [Limited Edition] Sekkisei Clear Wellness Natural Drip Kit
A limited edition kit that includes the full "Natural Drip" product and a mini size of "Smoothing Milk." 200mL + 35mL
*9 The active type is paraben (preservative) free and colorant-free (excluding facial soap). The free type is alcohol (ethyl alcohol) free, paraben (preservative) free, mineral oil free, fragrance-free, colorant-free, and has been allergy tested, patch tested, and stinging (skin irritation) tested (this does not mean that it will not cause allergies or skin irritation or be irritating in all people).
*10 Aphanothece sacrum exocellular polysaccharides *11 Mannan *12 Dead skin cells *13 Apricot kernel oil
*No printed price
Free type *9
(Product name, features, capacity in order)
7. Sekkisei Clear Wellness Pure Concentrate
The moisture barrier prevents rough skin, leaving it feeling fresh and hydrated without feeling sticky or dry. Contains ITOWA and Cassia Flower Extract (moisturizing). 200mL 8. Sekkisei Clear Wellness Refining Milk (Emulsion)
A moisturizing emulsion that envelops skin with a gentle, moisturizing touch, maintaining a moisture barrier. Contains ITOWA and Evening Primrose Seed Extract*14 (moisturizing). 140mL 9. Sekkisei Clear Wellness Water Shield Cream (Cream)
A cream that spreads smoothly and moisturizes with a watery texture. Contains ITOWA and Lychee Seed Extract (moisturizing). 40g 10. Sekkisei Clear Wellness Cleansing Gel (Cleansing)
A smooth, non-stressing gel cleanser that thoroughly removes makeup, dullness*12, and dirt deep within pores. Contains ITOWA and mugwort leaf extract (moisturizing). 140g
11. Sekkisei Clear Wellness Gentle Wash (Foaming Facial Wash)
A facial cleanser that comes out as a foam, creating a rich, moisturizing lather that envelops and removes dullness*12 and dirt deep within pores. Contains ITOWA and horsetail extract (moisturizing). 160mL
12. [Limited Edition] Sekkisei Clear Wellness Pure Conc Kit
A limited edition kit that includes the full "Pure Conc" product and a mini size of "Refining Milk." 200mL + 35mL *14 Evening Primrose Seed Extract
Click here for details of the company press release
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