THE WHAT? Kao Corporation has released a new cosmetics brand for generation Z men, named UNLICS.
THE DETAILS Debuting on Rakuten and Amazon, the brand released two products: a clarifying makeup base and a lotion.
According to a press release, “UNLICS will directly communicate the brand’s worldview to the digital native generation of beauty-conscious men.
“Video contents will be released showing young men gaining confidence while applying makeup. The videos are designed to trigger curiosity in beauty and will be used to gain brand recognition, understanding, and sympathy.”
Three influencers have joined UNLICS as brand partners, who will actively market the brand through live events on social media.
THE WHY? According to a press release: “The brand responds to the desires of Gen Z men, whose interest in beauty goes far beyond simple grooming. Three of the most popular male beauty influencers in Japan have tied up with UNLICS to take part in all phases of brand creation, from product development to communications.
“By launching a cosmetics brand that nourishes the aspiration for beauty in Gen Z men, Kao is striving to realize a society where everyone can seek and express beauty freely, regardless of gender.”
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