KOSE Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Kobayashi Kazutoshi) has recently received the “Consumer Affairs Agency Director's Commendation” at the “Reiwa 5 Consumer Oriented Management Excellent Case Award” hosted by the Consumer Affairs Agency.

The “Consumer Oriented Management Excellent Case Award” is sponsored by the Consumer Affairs Agency and recognizes businesses that carry out excellent initiatives related to consumer-oriented management. It has been implemented since 2018, and the purpose is to widely publicize and raise awareness about the efforts of each business operator and promote consumer-oriented management.
This time, our “adaptable manufacturing,” which is close to each person regardless of gender, age group, race, religion, etc., and efforts leading to changes in consumer behavior and the future through making skin care habits from childhood and raising awareness about the importance of UV protection were evaluated, and received the “Consumer Affairs Agency Director's Commendation.”

Reason for the award

“Adaptability to propose new value with flexible ideas from the customer's point of view in order to value the beauty of each person” is advocated, and product development utilizing a “fan community,” which captures diverse skin characteristics, and a “fan community,” which is a place for regular users to disseminate information and exchange opinions, are being developed. Furthermore, in addition to raising awareness about the importance of skin care for children, they are verifying established skin care habits and voluntary actions, and efforts leading to changes in consumer behavior and the future are being carried out.
*From the website announced by the Consumer Affairs Agency on January 23, 2024
https://www.caa.go.jp/policies/policy/consumer_partnerships/consumer_oriented_management/propulsion_organization/assets/consumer_policy_cms201_240123_02.pdf

Specific Initiatives

・The skincare brand “Konehina” opened a “Let's talk about “beauty” and create a fan community together. A place for direct discussions with consumers is set up, and products developed through co-creation are provided.

・The liquid foundation “Zenware Fluid” from the high prestige brand “COSME DECORTE” has developed 40 colors with an original color system that makes each person's skin beautiful and attractive. In order to capture the diverse skin characteristics of various races from a global perspective, skin color data from 700 people was analyzed.

・The demonstration experiment “Skin Care Begins and Continues Support” aimed at making children's skin care a habit was carried out under the cooperation of a child care cooperative children's garden and a “pediatric allergy specialist medical team” belonging to a medical institution, and it was confirmed that it fostered children's own interest in skin care, leading to the establishment of skin care habits and independence, especially after age 2. We plan activities to spread habituation methods in the future.

・UV protection courses are held in each area for students and children who work hard at sports. The skincare brand “Sekkisei” is recruiting team members for “Sekkisei SUN BLOCKERS” to protect the skin of children who play baseball from UV rays and raise awareness about “the importance of sunscreen.”

About “adaptability”

Since we are a company that is close to our customers for a long time to come, we look ahead to a new society and encounters with global customers, from the viewpoint that each has a different “backbone” of gender, age, nationality, skin color, values, etc.
It is the source of value creation. The power to achieve this is defined as “adaptability,” and we face a diverse backbone from the three perspectives of “body,” “mind/spirit,” and “social attributes,” so that people can make choices that are unique to that person in all activities, such as products, services, and communication.

■KOSE “adaptability”:　https://corp.kose.co.jp/ja/sustainability/adaptability/