Considering and supporting “connections” in society based on people’s skin — Administrative collaboration to realize purpose rooted in daily life

December 28, 2023

Masahide Nishida (Head of Skin Care Business Division, Health & Beauty Care Division, Kao Corporation)
Shinko Osada (Director and Secretary General Future Design Shibuya)

Future Design Shibuya, together with the skincare brand ``Biore'', has launched ``Seiketsu Nagari,'' an initiative that ``connects diverse people with society through clean skin.''
As we take the first step in this advanced initiative to consider the realization of a society in which each individual can connect more abundantly with each other from the perspective of the skin of consumers, we would like to once again thank Mr. Nishida of Kao Corporation, who is the General Manager of the Skin Care Division of the Health & Beauty Care Business Division. I asked him to talk to me.

We can change lives and society for the better by being close to the “skin” of consumers.

Osada Nagata, what kind of activities have you been involved in so far?

Nishida I joined Kao in 1993, and as of this year I have been working at Kao for 30 years. Initially, I worked in the sales department for quite a long time, but in 2007 I moved to marketing and worked for nine years in charge of hair care products such as shampoo and conditioner brands Essential, Merit, Segreta, and Asience. I was stationed in Ho Chi Minh City and Jakarta, Indonesia for a total of seven years, and returned to Tokyo this year, where I am now in charge of Biore.

Osada has so many brands, but what does the Biore brand mean to Kao?

NishidaCurrently, Kao has established a purpose of ``realizing a prosperous coexistence world'' and a vision of ``protecting life in the future.''

In the case of Biore, we have advocated the brand purpose of ``Skin is the human interface that supports daily life.Through the skin, we foster connections between people and people and society.''

Biore continues to expand as a brand that helps consumers in their daily lives through their skin. It is one of Kao's representative brands, and we are currently starting to develop it as a brand that can be more useful globally.
Some of our distinctive features include UV care and a mosquito repellent lotion that utilizes new technology sold in Thailand. The active ingredients in conventional mosquito repellents cannot be said to be good for the body or skin. Therefore, we developed a product based on the idea that, without using any chemical substances, by applying lotion, mosquitoes will not be able to stay on your skin and you will not be bitten. In Thailand, dengue fever caused by insect bites is a big problem. Many people die. In this sense, we believe that the Biore brand, which helps people's lives through their skin, can also embody Kao's vision of "protecting future lives."

"Seiketsu Nagari" fosters connections with people and society based on cleanliness

■What is Seiketsu Nagari?

In November 2023, Biore and Future Design Shibuya jointly launched “Seiketsu Nagari,” an initiative that “connects diverse people with society through clean skin.”
In response to Shibuya Ward's social issues in the post-corona era, we will envision and realize a future filled with "real connections" between people and people and society, starting with cleanliness.

<Details>https://www.kao.com/jp/newsroom/news/release/2023/20231110-001/

As the first initiative, in November 2023, Biore will support the ``Urban Sports Experience Session'' held by ``Next Generations,'' a project in which next-generation talent designs cities through sports. We provided Biore products such as sunscreen and sweat wipes so that participants could experience moments of "real connection" through sports under the sun without worrying about the discomfort of sunburn, sweat, and stickiness.

Also, at "SOCIAL INNOVATION WEEK 2023" in the same month, Mr. Nishida of Kao took the stage in a talk session with front runners of street sports who are active mainly in Shibuya. They exchanged opinions on the theme of "Innovation that accelerates the joy of connecting in real life in an era of diversity."

The feeling that it's not just about cleaning Osada hands and skin, but also that it allows people to interact with each other, and that clean skin becomes an interface that connects people, has become more clear after the coronavirus pandemic. What'll we do.

Nishida: That's right. Related products have been on sale since before the coronavirus, but I think there are some aspects that have suddenly become more apparent due to the coronavirus.

Osada: Of course, you have had various contact points with consumers up until now, but what made you decide to work with the "region" of Shibuya this time?

NishidaIn terms of general points of contact with consumers, for example, product sampling has always been the norm. However, the overarching concept of such measures is not to connect with society and people through products, thereby enriching everyone's lives, but to simply get consumers to use the products and make purchases. I think it was just a matter of receiving it.

Osada It's in the form of so-called product promotion.

Nishida: That's right. However, the current thinking has changed, with the overarching concept that Biore products can "foster connections between people and between people and society."

For example, this summer was extremely hot, and there were many news reports of people, especially the elderly, falling ill or dying from heatstroke because they did not use air conditioners. In such cases, you can lower your body temperature by using a Biore cold sheet or by wrapping a cold towel around your neck.
And in the case of such issues, people in government also have a high awareness of the issues.

Osada: I see.In that sense, there will be some areas that are compatible with government initiatives. Under such circumstances, what were your thoughts on choosing Shibuya as the stage?

Nishida: I think one big point is that Future Design Shibuya is active. I thought that by working together with Future Design Shibuya, we could achieve Biore's brand purpose.

And when you think about what kind of place Shibuya Ward is, it attracts all kinds of people, including not only those who live within the ward, but also people of all ages, men and women, and even people from foreign countries. In a sense, this is an area where a variety of values are condensed, and I believe that we can achieve our brand purpose together with consumers through a variety of approaches.

Osada: Until now, have you not often collaborated with the government?

Nishida: It hasn't happened much, but I feel that partnering with the government has a different benefit than partnering with a general company.
Things related to government are basically closely connected to everyone's daily life. We also want to be useful in the lives of consumers, so we feel there is potential in partnering with the government, and at the same time, the government is also working with companies. I also get the impression that my posture is starting to improve.

Osada both companies and government changed?

Nishida: I feel that way. In the past, I don't think it was very common for governments to partner with companies, but I think it's becoming more common now. Based on the overarching concept of enriching the lives of citizens, the idea of collaborating with private companies to achieve this goal is becoming stronger.
In that sense, we are changing, and I feel that the government is also changing.

Osada: Certainly. So what are your thoughts on the future?

Nishida: As with the recent SOCIAL INNOVATION WEEK, one of the things that appeals to me about Shibuya is the ability to disseminate information. We hope that by conducting this initiative in Shibuya, the information will spread to other areas and even overseas. By expanding our activities from Shibuya first, we hope that it will naturally lead to domestic and international activities.

Osada That's right. In order to expand the "Seiketsu Nagari" project from Shibuya, we have started the first stage.

Nishida: Yes, the real work is really starting from now on, and I would like to continue working on this in the future.

Osada Now that the coronavirus has ended, we strongly feel the importance of cooperation between Shibuya residents and visitors and the local community. We also see great potential in working with Biore to embody a purpose that is closely connected to consumers at this timing.

Thank you Nishida. thank you.