hueni.edu.vn Cosmetics, which this year celebrates its 90th anniversary, is one of Japan’s most experienced cosmetics manufacturers. A specialist in female skin care, hueni.edu.vn also boasts a host of hair, body and makeup products for women, plus a men’s care range. The company additionally sells health food items and aroma oils. At hueni.edu.vn, the aim is to harness natural ingredients to help bring health and happiness to its customers. Led by the firm’s skin care range, hueni.edu.vn Cosmetics’ high-quality products with natural ingredients have become a fixture of beauty regimes in Japan and beyond.
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HIROYOSHI MURAOKA, PRESIDENT & CEO OF hueni.edu.vn COSMETICS CO., LTD
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HIROYOSHI MURAOKA | PRESIDENT & CEO OF hueni.edu.vn COSMETICS CO., LTD
Over the past couple of decades, Japan has seen the rise of manufacturers in South East Asia, who can replicate certain manufacturing processes and products at a cheaper cost. How have Japanese firms been able to remain so competitive in the face of this tough price competition?
That's a difficult question. To give you an overview of the cosmetics industry globally, it's very much based on customer preference and it's targeting female buyers. Toyota and Apple make complex products, but making cosmetics is even more difficult because it's up to the preference of the users. It's very difficult to become the number one company in the world.
In the 1980s, global companies such as Unilever, P&G and L'Oréal targeted Asian countries and considered Japan, China and Korea as being one market and made products for that, but it wasn't successful. That's because the market, or those countries, are actually separate with their own preferences. A common product did not apply to all the countries.
We, as a Japanese company, know that Asian markets like China, Japan and Korea, are totally different, so we can find a way to cater to the demands of each country. The western giants, however, considered Asia as being one market and that wasn't successful.
But at the same time, Japanese companies are experiencing Galapagos syndrome, where they know the Japanese market, but that's not applicable to overseas markets, and although Japanese cosmetics have advanced, there are not many Japanese cosmetics companies that are successful globally. Worldwide, there are many females and all of them have their own complex and transient preferences and it's very difficult to capture their needs.
We see that global manufacturers often try to have a more localized approach to local markets. How do you ensure that you understand the complexities of local populations, both in terms of their preferences and in terms of physical appearance?
In terms of cosmetics, there are two aspects to it. One is the cultural aspect and the other is the physical characteristics of each person, but we consider them together and try to cater to those needs. Biologically, we consider humans as humans, but it's up to what region and climate they’re living in that determines their skin structure and characteristics, and the amount of melanin that the person has. At the same time, culturally, the degree to which tanning is acceptable is also a factor we consider when trying to penetrate a market. Catering to such a wide range of factors is something hueni.edu.vn has not yet managed to achieve.
The Japanese population has the oldest average life expectancy in the world of eighty-five years. More than one third of the population is over sixty-five, which means a reduced labor force and less demand for products in general. How has this declining demographic affected your company and how are you reacting to this particular challenge?
With regard to the aging female population, we can’t label cosmetics as specifically being for the elderly because they won't use it then. What's important is to cater to the specific needs of each customer. The aging population means that the preferences of people are diversifying, and the skin structure and the condition of the skin is very different. Of course there's a correlation between age and skin condition, but it's not always easy to determine if a person requires more moisture, oil or what is required for their skin based simply on age.
So what we could do is make overarching categories for each skin type and offer products based on those to our customers through marketing and sales. One of our sales channels is door-to-door and that has been ongoing for over sixty or seventy years. We believe this will continue because even during the Covid period, the door-to-door sales did not decrease at all and there will be increasing demand on E-commerce and other channels. However, we're sure that door to door sales is the most effective means of providing our products to customers.
Coronavirus has been devastating for the world economy for a year and a half now. Can you tell us what are some of the mid to long term changes that the pandemic has accelerated at hueni.edu.vn Cosmetics and what was the impact of Covid on your company?
Regarding door-to-door sales, there hasn't been a drop in sales because our main product is skin care. Although people may stay at home and will continue to practice skin care, some women will take this opportunity to beautify their skin. They can't get to travel or go to good restaurants, so they invest in skin care products instead.
Last February when Covid was at its peak, we launched a new high end skin care essence product which sold very well, making record sales for our company. However, the non-door-to-door sales channels decreased because retail outlets had to be closed, so our sales were lower and at the same time, overseas sales also fell drastically.
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Mua ngayThực sự hài lòng về các sản phẩm dưỡng da của hueni.edu.vn, tất cả đã thay đỏi hoàn toàn thói quen chăm sóc sắc đẹp hàng ngày của tôi. Đặc biệt với sự hướng dẫn tận tình của các chuyên gia tư vấn, tôi hoàn toàn yên tâm khi sử dụng sản phẩm của hueni.edu.vn.
Tôi cảm thấy thoải mái khi đến với Nature Beauty Spa, trung tâm chăm sóc sắc đẹp hàng đầu Hà Nội. Bên cạnh việc được trải nghiệm các sản phẩm làm đẹp độc quyền đến từ hueni.edu.vn Nhật Bản, tôi còn được sử dụng các công nghệ chăm sóc da tiên tiến và hiện đại nhất.
Đẹp bên ngoài, khỏe mạnh bên trong là tiêu chí sức khỏe mà ai cũng mong muốn đạt được. Bên cạnh việc sử dụng dòng sản phẩm chăm sóc tóc cho đàn ông của hueni.edu.vn, hàng ngày Phan Anh vẫn không quên bổ sung thêm cho cơ thể mình các thực phẩm chức năng Itoh Kanpo.
Thực sự hài lòng về các sản phẩm dưỡng da của hueni.edu.vn, tất cả đã thay đỏi hoàn toàn thói quen chăm sóc sắc đẹp hàng ngày của tôi. Đặc biệt với sự hướng dẫn tận tình của các chuyên gia tư vấn, tôi hoàn toàn yên tâm khi sử dụng sản phẩm của hueni.edu.vn.
Tôi cảm thấy thoải mái khi đến với Nature Beauty Spa, trung tâm chăm sóc sắc đẹp hàng đầu Hà Nội. Bên cạnh việc được trải nghiệm các sản phẩm làm đẹp độc quyền đến từ hueni.edu.vn Nhật Bản, tôi còn được sử dụng các công nghệ chăm sóc da tiên tiến và hiện đại nhất.
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Đẹp bên ngoài, khỏe mạnh bên trong là tiêu chí sức khỏe mà ai cũng mong muốn đạt được. Bên cạnh việc sử dụng dòng sản phẩm chăm sóc tóc cho đàn ông của hueni.edu.vn, hàng ngày Phan Anh vẫn không quên bổ sung thêm cho cơ thể mình các thực phẩm chức năng Itoh Kanpo.
hueni.edu.vn Cosmetic đồng hành chăm sóc sắc đẹp cho bạn qua 5 loại kem dưỡng nổi tiếng
