DHC, Japan’s number one direct mail skin care and cosmetics company, thinks it has the answer for sensitive skin that often reacts poorly to products: chilled skin care products that because they are designed to be refrigerated contain only fresh, natural ingredients.
This new line of “Chilled Delicate” moisturizers contains dokudami leaves, aloe, and additional plant extracts, plus amino acids and vitamin E. Both the lotion and cream form are designed to create maximize moisture retention, and are notably free of alcohol, coloring and other possible skin irritants.
According to a survey conducted by DHC of 20-40 year olds, 88.8% of respondents claimed to have skin that occasionally reacts to products, especially during the spring (which coincides nicely with the product launch).
The products are manufactured in a 5°C refrigerated factory that meets the same purity standards (class 100) as those used to produce medical supplies. This technical aspect is well-documented on the product webpage, including pictures of NASA-esque employees going through the sterilizing air showers.
A seven day supply (30mg of the lotion or 15mg of the cream) is available for ¥1,900 ordered from the DHC site, or conveniently at the local 7/11.
If this concept sounds vaguely familiar, its because we reported on it over two years ago, when Nissin Medico, of “air stocking” fame launched a similar product, Chilled for Skin. While this line didn’t quite take off, the concept apparently merited a second look, since DHC is now marketing a similar product.
A unique aspect of Chilled for Skin (twice the price of the new DHC line) was that the products would be shipped via cool-delivery to the customer. Chilled Delicate are being sold at room temperature, as it seems that DHC is banking on the convenience/impulse buying factor of the convenience store and perhaps with the eco and LOHAS movements in full swing, the timing is better for pure cosmetics to gain momentum.
And what is Nissin Medico up to now (when they’re not brooding over their loss to DHC)? The company has recently launched the “Air Launcher” cleaning gun that blasts cleaning mist, foam, or powder into those hard to reach areas (like your ceiling-mounted air conditioning unit) or unpleasant ones (like your hubcaps).
Replaceable “cleaning rockets” with products for different cleaning tasks are inserted into the plastic gun that just might entice the kids to help around the house.
Keep the ideas coming Nissin Medico!
