POLA: Innovating Aging Skin Care with Japanese Culture and Technology

By Sasha Lauture and Cian O Neill

Established 95 years ago, Japanese cosmetics company POLA primarily focuses on aging skin care products. Its flagship brand, B.A, launched 39 years ago and is currently in its sixth generation. The brand aims to challenge and shift the traditional perspective that aging is associated with loss of beauty. Representative Director and President Miki Oikawa explains: “We actively promote a positive mindset through our products and sales strategies, aiming to eliminate the negative image of aging and to convey our brand message along with the concept of expanding the possibilities of life through one's age and accumulated experiences.”

POLA’s latest offering, POLA B.A GRANDLUXE O, encompasses the company’s extensive knowledge and technological advancements in aging care. The cream—which also functions as a mask—is “a testament to our dedicated research and development efforts,” Ms. Oikawa declares. What’s more, POLA B.A GRANDLUXE O epitomizes the care and attention that goes into product packaging at the firm. “The packaging has been specially conceptualized with respect for the Japanese culture of wrapping gifts to express gratitude,” she notes. “With its minimal design aimed at reducing packaging waste as far as possible, it can be folded up compactly after it has been opened.”

POLA B.A GRANDLUXE

Meanwhile, POLA’s most pioneering product, the Wrinkle Shot, is a medicated wrinkle-improving cosmetic. Ms. Oikawa explains that the development of the Wrinkle Shot took 15 years before the product became the industry's first medicated wrinkle improvement application in 2017. The Wrinkle Shot uses the active ingredient NEI-L1, which functions by halting enzymes that target and disassemble skin collagen, leading to the formation of wrinkles.

As it continues to blaze a trail with its world-class R&D capabilities, POLA is keeping its international focus on Asia. “In the past 30 years, we have gathered a vast database of over 20.7 million Japanese skin type records, crucial for our research and development in catering to diverse skin types,” Ms. Oikawa says. “Our global strategy focuses on Asian regions where skin types align closely with Japanese skin, ensuring the relevance of our products. Japan's geographical diversity—from the chilly climate in Hokkaido to the tropical heat in Okinawa—plays a pivotal role. Skin types observed in Hokkaido correlate with those of Chinese residing in colder regions, while Okinawa's skin type closely resembles that of Southeast Asians.

“Thanks to recent artificial intelligence advancements, we have significantly enhanced our ability to conduct detailed data analysis. Our standout advantage lies in our extensive database, enabling comprehensive analysis between various skin types. Through this database analysis, we can pinpoint similarities and differences, providing us with a unique edge in understanding and addressing diverse skin care needs.”