bringing Japanese sophistication to the islands
TAEKO, a Japanese cosmetic label named after its creator has hit the Fiji market. Taeko Nishiyama, who has developed cosmetics for more than 20 years, was in Fiji recently to promote the new collection, which includes a sunscreen and serum liquid foundation. Nishiyama was inspired by her personal journey to create the range. “When I was a university student, I used other cosmetics but because I couldn’t find a suitable product for my skin, the result was a lot of skin problems such as rough skin. “I decided to design cosmetics for everyone that are easy to apply and feel comfortable, while at the same time leaving the skin in good condition and relaxed,” Nishiyama said. She tests all the products on herself first before they are made available to the public for purchase. TAEKO is a product of Hakuto, one of Japan’s leading companies listed under the Tokyo Stock Exchange. Hakuto has two divisions, electronics and chemical. The electronic business is supported by three pillars which are the electric equipments, electronic devices and electronic components. The chemical division has a factory and research laboratory. Here they research, develop and manufacture industrial chemical products and also cosmetic products. Hakuto has annual sales of 130 billion yen (approximately $2.2 billion). According to General Manager Yasuhiro Nohata Ph.D., who works closely on the cosmetics line, TAEKO’s secret to success lies in the ingredient called Alcaligenes Polysaccharides. “It is a natural ingredient produced by the bacteria of an Alcaligenes latus B-16 strain. Alcaligenes Polysaccharides supplies water and a water veil, which makes for good skin. It also results in making the cosmetics easy to spread and not sticky, while providing the moisture needed for the skin.” Other international brands such as Chanel, Estee Lauder, Christian Dior and De La Mer have the same principle of utilising Alcaligenes Polysaccharides. Their point of difference, however, is in their emulsification technology developed with one of Japan’s leading universities, Kanagawa University, and which has eight patents. TAEKO produces cosmetics based on three principles: primarily as a water protector (skin care and protection of the skin); water based (natural); and stress free (people and environment friendly). TAEKO sunscreen is water proof with SPF 50+ with PA++++. It is also a multi-purpose product. Apart from being a high performance sunscreen and protection against ultraviolet (UV) rays, it is also a moisturiser for the day and a foundation primer. It is odorless, non sticky and easily washed off with soap.
The TAEKO serum liquid foundation SPF 16 PA++ is also versatile acting as a foundation, moisturiser and blocks UV rays. A key focus of TAEKO cosmetics is to reduce skin stress. But TAEKO also has a strong environment sustainability vision. Certain sunscreens contain UV absorbers, which are harmful to coral reefs and are one of the causes of coral bleaching. TAEKO cosmetics are free from these ultraviolet absorbers, volatile oils, petroleum-based surfactants, ethanol and perfume. The products have been well received in Fiji, which includes a large tourism market. Some loyal customers have labeled it nothing short of a miracle. Sunatra Mala, retired medical worker introduced to TAEKO cosmetics by its team, said: “I call it a miraculous product for one and all with no age and gender boundaries. I used the product consistently and saw a result in two weeks – a glowing fresh faced look and even-toned soft skin. I also noticed a decrease in wrinkles”. The texture of the cosmetics is silky smooth to the touch with no feel of greasiness. It blends well into the skin with no deposits, giving a natural look. They are also economical and affordable because just a dab is needed. It gives a real kick to the skin to give it a glowing, hydrated and enhanced appearance, with an even skin tone and firmness.” Fiji born Fazlat Sharoon Ali is the overseas business development manager for TAEKO. He was at the forefront of the move to sell the products in Fiji. “Fiji is known for its beautiful natural beauty and happy people that draws people from all around the world. I wanted to bring something that added value to Fiji.” “TAEKO products are environmentally friendly and especially coral friendly unlike other sunscreens who add to the rise of coral bleaching around the world.” “These products helps Fiji keep its water pristine and vibrant with marine life. I would encourage everyone to use TAEKO products to keep their skin glowing, hydrated and above all help protect our environment.” For more info www.taeko.co/english TAEKO is available exclusively at Tappoo stores Fiji wide.
From Left Ms Taeko Nishiyama (The developer of cosmetic formulations), Yasuhiro Nohata Ph.D., (General Manager), Mr Fazlat Sharoon Ali (Business Development)