Sales have increased 2.6 times in the past two years!
Obagi's® anti-aging care series "Obagi ®X," focusing on the "vitality of ® the skin," is experiencing rapid growth.
January 10, 2024
ROHTO Pharmaceutical Co., Ltd. (Headquarters: Osaka City, President: Masafumi Sugimoto) announced that sales of its aging care *1 series, "Obagi X," have increased 2.6 times in 2023 compared to 2021 *2, showing significant growth over the past two years. "Obagi X" has become as popular as the brand's flagship "Obagi C" series and is a series that has been attracting particular attention recently.
*1: Moisturizing care according to age
*2: Intage SRI + Cosmetics total of 5 categories (lotion, emulsion, serum, cream, face mask) Sales amount from 2020/12/28 to 2023/12/24
(Left) Obagi X Frame Lift Series (Right) Obagi X Derma Advanced Drift
The growth of Obagi X's high-performance cream, "Obagi X Derma Advanced Drift," is on the occasion of its renewal.
Since its launch, Obagi has consistently pursued reliable effectiveness based on dermatological science.
The high-performance cream "Obagi X Derma Advanced Drift," which was renewed in September 2022, has become a hot topic on social media due to its high functionality, and despite being a high-priced cosmetic product costing over 10,000 yen, it has been purchased by many customers, mainly at drugstores. Furthermore, the "Obagi X Frame Lift Series," which was evolved in September 2023 with a focus on skin structure, has also been performing well, and sales of renewed "Obagi X" items have increased significantly, by 2.6 times compared to 2021.
Following the "Obagi C" series, which explores the potential of vitamin C, this product is rapidly gaining prominence as the second pillar of Obagi brand.
The background behind the success of "Obagi X"
Recently, we've seen a shift in customer behavior, with people feeling more comfortable with cosmetic medicine and prioritizing functionality in their skincare products. In particular, as we return to a routine of removing masks, we feel that people are becoming more interested in their own skin. With "Obagi X Derma Advanced Drift," we leveraged our strength in having our own basic research to pursue effectiveness against "signs of skin sagging *3" in skincare, while with the "Obagi X Frame Lift Series," we proposed a thorough approach to firm skin. As a result, after the launch of the "Obagi X Frame Lift Series," we received the most Best Cosmetics awards from beauty media in the second half of the year ever, attracting the attention of even more customers.
*3: A condition where the skin lacks firmness and has an uneven texture.
On February 10th, the "Obagi C Day Serum Series" was launched!
From the popular "Obagi C" series, we will be launching the "Obagi C Day Serum Series" on February 10th, 2024 (Saturday). This series incorporates new technologies, including the "UV Activate C Formula," which applies the knowledge gained from our vitamin C research. By harnessing the power of daylight, this series helps you achieve clearer, more sun-resistant skin with each use. *4
*4: Refers to moisturized skin with smooth texture and a radiant glow (pores are less noticeable).
Obagi C Day Serum Series Product Overview
(From left to right in the photo)
Obagi C Day Serum UV
Obagi C Day Serum BB Light
Obagi C Day Serum BB Natural (30g each) / ¥3,000 (¥3,300 including tax)
- "The vitality of skin" is a registered trademark of ROHTO Pharmaceutical Co., Ltd.