Not Irrational, but Outside the Box
True beauty is rooted in health — this was Rohto Pharmaceutical's belief
for skin research.
This is where we encountered Dr. Obagi's SHR (Skin Health Restoration).
"The skin has the natural power to make itself beautiful. By unleashing
this power, anyone can gain a healthy and beautiful skin."
It is the groundbreaking theory which changes traditional cosmetic common
Sharing the same belief on beauty through healthy skin, Rohto Pharmaceutical
developed and released a skin lotion with high-concentrated vitamin C by
gathering advanced technologies.
We received positive feedback from many people on the completely new texture
of the product.
Such out-of-the-box skincare philosophy has later expanded to the release
of Hada-Labo, 50 Megumi and Episteme.
True Beauty Lies beyond Health
Kindness, Love and Reliability that Protect Your Skin
Rohto's real challenge towards skincare started with Mentholatum. Well-known
for the Nurse trademark, Metholatum is in fact a skincare brand that has
been around for more than 120 years. Its history began with a household
skin ointment in 1894 in USA. This product, made with "kindness, love
and reliability", continued to be passed from parents to children
and loved by all ages for a long time.
Forty years have passed since Rohto Pharmaceutical started manufacturing
and selling the Mentholatum brand. At the present there are more than 216
products* in the lineup including those for acne, itches,
rashes, athlete's foot and body odor.
'Always protect you from skincare problems, always by your side' is the
devotion carried by the Nurse Trademark.
Rohto also wishes to carry on this mission for the generations to come.
*Number of Mentholatum products shipped between Oct 2014 and Sep 2015 in Japan.
Rohto and Obagi unite
It was the latter half of the 1990s when Rohto, while looking for the next
move, met with Dr.Obagi. Rohto received information that there is a specialist
in the U.S. performing groundbreaking skincare research, and that many
Japanese as well as celebrities have travelled abroad to seek his care.
It was then when Rohto was introduced to the SHR (Skin Health Restoration)
theory. According to Dr.Obagi, beautiful skin is synonymous with healthy
skin and that it is important not to just moisturize but also restore the
health of skin from the inside.
Sharing the same belief of making beauty through healthy skin, Rohto developed
and released a skin lotion with highly concentrated vitamin C.
Sales actually creates the brand
Marketing for Obagi C took on the way of providing information to attract
customers and coming into stores to receive counseling, rather than handing
out samples. The sales staffs learned from scratch the fundamentals of
cosmetics that they had never experienced in sales and described the appeals
of the product to store clerks. Though there was never any flashy advertisement
for the product, such diligent efforts spread the news about Obagi C and
the product became a major hit in the second year, exceeding two billion
yen in sales.
Going beyond Obagi
Rohto's challenge towards functional cosmetics has just begun. GokuJyun
hyaluronic lotion combined with super hyaluronic acid created with our
hopes to deliver cosmetic products containing ingredients that are truly
good for the skin at an affordable price. It was a major step of establishing
a major brand name Hada Labo in the popular price range.
Episteme, meaning "true knowledge" in Greek, is a total skincare
brand for anti-aging, released in September 2009 gathering the research
and latest technologies of Rohto Pharmaceutical.
Rohto aims at true anti-aging care by focusing on the latest knowledge
on aging, photo-aging, oxidation and even glycation.
At the service counter for Episteme which is the first department store
brand for Rohto, customers will find a skin consultant having the same
wish to create beautiful skin together with customers. Episteme's skin
consultant provides face-to-face support by actually examining the skin
and conversing so that the experience towards everlasting beauty is personal
and unique. Rather than providing a customer handling manual, the sales
staffs learn a wide range of knowledge concerning the body and health based
on inner and outer beauty. The true essence of beauty is rooted in health,
and Rohto's hopes can also be found here.