Japanese cosmetics firm BCL are looking to Expo2025 to find new international customers and create beauty that goes beyond aesthetics and enriches their lives.
By Daniel De Bomford, Bernard Thompson and Paul Mannion.
BCL is a pioneering Japanese cosmetics firm dedicated to creating innovative skincare and beauty products that enhance daily routines, enrich lives and spread happiness. President Kazushige Omura speaks to his company’s truth: “Our core concept is to bring joy, entertainment, and peace of mind to consumers and to enrich the experience with products, not just the beauty of appearance."
Standing out in such a competitive space presents its challenges, but BCL is looking beyond the typical cosmetics consumer to spread that joy to new people. Its Saborino face mask has succeeded in the Japanese market, and research shows an increasing number of men adopting skincare routines. “Our products are unisex, so in a way, we've already created a product that appeals to men,” Mr. Omura explains. BCL aims to capture some of that success globally as it continues to expand. “Our brand concept is to get more people to adopt their morning face mask habits, and this remains the core message we want to convey,” he says.
With Expo2025 fast approaching, Mr. Omura says the company plans to leverage the large influx of international visitors to increase brand awareness as part of its global strategy. Mr. Omura sees Expo2025 as a strategic yet powerful opportunity to generate brand awareness through influencer marketing and selling customized packaging for Expo2025, which he believes will create a buzz amongst international consumers. “Our strategy starts in Japan and aims to achieve local production overseas by the end of 2026,” he says. Beyond simply marketing products, BCL seeks to position itself as a “Total Beauty Provider” across major global markets by 2030 and increase its overseas sales ratio.
"I believe that beauty cannot be achieved through cosmetics alone. That’s why I also prioritize inner beauty," Mr. Omura explains. To that end, BCL is broadening its approach to beauty, integrating wellness into its portfolio. "In response to the growing global interest in Japanese cuisine, we will be expanding into the supplement business starting in 2024," he says. This reflects BCL’s commitment to holistic beauty, recognizing the connection between health and appearance.
Looking even further ahead, the company is also innovating in new areas of beauty technology. "Furthermore, we plan to add beauty appliances to our portfolio, approaching beauty as a comprehensive and holistic category," Mr. Omura adds. This expansion underscores BCL’s ambition to evolve beyond traditional cosmetics and create a multi-faceted beauty experience.
With the pandemic, BCL saw a significant increase in online sales; however, customers still prefer to touch and try products in brick-and-mortar stores. With this broad approach to sales, BCL is showing the initiative and putting itself forward as a partner in people’s daily routines. It is supporting people in their habits that create a more vibrant, healthy, and beautiful life.
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