FOR ALL SEASONS
In Japan, says Asami Takemoto, the skin has to weather four seasons, which requires some “tuning” of the skincare routine and products, to keep the skin in good condition throughout the year.
The general manager of Kanebo Cosmetics (Thailand) has been based in Bangkok for four years. While climatically, there are three seasons, she feels that Thailand has only one.
“It’s the hot season all year round here, plus with a high level of UV radiation that triggers premature ageing of the skin. So applying a UV protector on the face is essential before braving the sun,” said the Japanese expat.
It’s not only the seasons; skin changes occur by the day, month, year — throughout life.
“According to the Chrono Beauty concept, women need to understand these changes so that they can optimally take care of the skin, and look good at any age,” she said.
The Chrono Beauty concept and a product range named after the company as well as a redesigned cosmetics counter were all launched in 2016, to mark Kanebo’s 80th anniversary in the beauty business.
Its roots actually trace back further, to a cotton trader founded in 1887. A spinoff from the textile business, Savon de Soie silk soap was Kanebo’s first beauty product, introduced in 1936.
Today’s cleansing innovations include Kanebo Refreshing Powder Wash in a capsule format, recently launched at CentralWorld.
Mixed with water, the dual powder containing protease and apricot extract lathers up to remove impurities, excess sebum, blackheads and dead skin cells.
“This product is very suitable for Thailand, where particularly in Bangkok environmental pollution is an issue, which more and more makes skin-detoxification an important step in the beauty routine,” said Takemoto.
The Japanese skincare routine takes on a “double cleansing” approach to purify the skin from oil-based substances like excess sebum and make-up, and water-based substances like dead skin cells, dust, bacteria and sweat.
After washing the face, wiping the skin with the new Kanebo Smoothing Serum further removes dead skin cells and impurities from the surface while refining skin texture.
This is followed by “double moisturisation” with a lotion and emulsion before applying a treatment serum and a day or night cream.
“It’s a simple routine, but the products involved will change according to the condition of the skin, following the Chrono Beauty concept,” she noted.
The skincare tuning even involves alternating products to be in harmony with a woman’s monthly hormonal cycle. This switching may seem a hassle, but responding to changes in the skin is the key to maintaining a healthy-looking complexion.
“Nowadays, consumers are spoiled for choice, and they can get information from product reviews on the internet and buy cosmetics online,” noted Takemoto. “It’s always better to come to the counter for a skin analysis and personalised counselling, in order to determine appropriate products that address the skin’s changing needs.”
The general manager believes that Japanese skincare products will regain their popularity in Thailand, even though K-Beauty holds sway.
“There are stricter regulations in Japan, which ensures the quality and safety of cosmetics. Consumers seek that, along with product effectiveness, and we are second to none in cosmetics innovations and technologies,”
she said.