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BCL COMPANY: Leading the charge in Japanese cosmetics innovation

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Article - May 7, 2024

A Japanese cosmetics leader, BCL COMPANY innovates rapidly to stay ahead, targeting global expansion and tapping into emerging beauty trends.

Within the global cosmetics industry, Japanese beauty products have long been revered for their safety, reliability, and exceptional quality. Among the frontrunners in this domain is BCL COMPANY, a pioneering firm that has consistently pushed the boundaries of innovation while staying true to its core values.

With the emergence of competition from K-Beauty, the Japanese cosmetics industry has faced new challenges; a shift that Kazushige Omura, Company Executive President of BCL COMPANY, acknowledges.

"The biggest rival to J-Beauty is K-beauty, which has been gaining momentum due to the increased popularity of Korean culture, such as K-dramas and K-pop," he says. Despite this, many Japanese firms, including BCL COMPANY, have maintained their leadership positions, leveraging their strengths to navigate the evolving landscape.



One of the key strengths of J-Beauty lies in its meticulous attention to detail and commitment to quality. Mr. Omura emphasizes this, noting that while Japanese companies ensure safety and quality, they sometimes adopt a cautious approach to product development. However, BCL has been quick to adapt, embracing a more assertive development pace to meet the demands of younger consumers.

"Our group company, PLAZASTYLE COMPANY, predominantly attracts the 19-21 age group, where Korean cosmetics enjoy immense popularity. In response to this trend and to compete effectively, we are expediting our development process," says Mr. Omura. This strategic move has allowed BCL COMPANY to reduce product development timelines significantly, from over a year to just three months.

Demographic shifts in Japan, including a declining population and an aging society, have presented both challenges and opportunities for BCL COMPANY. Mr. Omura reflects on this, stating: "Our target audience ranges from millennials to people in their 50s, with the majority of our customer base falling within the age range of 30 and 40." To counter the impact of Japan's demographic changes, BCL has prioritized expanding overseas, recognizing the direct correlation between domestic success and strong international performance.

Mr. Omura elaborates on their global expansion strategy, mentioning: "Before the onset of the COVID-19 pandemic, half of our international sales originated from China. However, we are now strategically diversifying our sales channels to include South America and the EU, while focusing on Southeast Asia." This strategic approach aligns with market research collaborations, such as the one with MITSUI & CO., LTD, which indicated strong performance for BCL COMPANY's flagship product, Saborino, paving the way for potential entry into the Brazilian market.



The rise of J-Beauty over K-Beauty in certain regions, particularly in Eastern Europe, has been a notable trend. Mr. Omura attributes this to consumer preferences for long-term usage and consistent results. "K-Beauty initially pioneered the market for Asian cosmetics, characterized by its dynamic and rapidly evolving pop culture. Now that consumer resistance to Asian cosmetics has waned, many industry insiders believe that the next trend is J-Beauty,” he says. This shift in consumer behavior has created a significant opportunity for BCL COMPANY to capitalize on emerging markets.

As part of its product lineup, BCL COMPANY offers a diverse range of brands catering to different needs and preferences. Mr. Omura highlights Saborino and ROAlív as flagship offerings poised for international success. Saborino's unique morning facial sheet mask has disrupted traditional beauty routines, while ROAlív's genderless cosmetic line appeals to a wide audience.

Looking ahead, BCL COMPANY 's vision extends beyond cosmetics. Mr. Omura envisions doubling profits and expanding product offerings to include food, aesthetic electronics, beverages, and more. With a focus on innovation and quality, BCL continues to redefine the beauty industry and set new standards for excellence.

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