Medical aesthetic products. Kao launches cosmetics brand for Gen Z men named UNLICS

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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. 

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“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.”

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.