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A Razor-Shaped Beauty Device? ANFA's Challenge of Pioneering Men's Beauty with the Innovative "DISM"
Is it a glowing razor? When many people see this device, they might think so. In fact, this product "DISM EMS EER MediSkincare Device" is a men's beauty device from the men's skincare brand "DISM" developed by ANGFA Co., Ltd.
What kind of features and commitments are embedded in the beauty device developed by ANGFA, which has produced numerous aging care products based on preventive medicine? We interviewed the company, which is pioneering a new realm of men's beauty with innovative ideas.
PROFILE
Hisashi Osanai
ANGFA Co., Ltd., Director & DISM Brand Manager
After graduating from Waseda University Graduate School of Advanced Science and Engineering, he joined a major cosmetics manufacturer and gained experience in the beauty field. In 2015, he joined ANGFA. Currently, he is engaged in solving male-specific skin concerns and health issues as the head of men's brands such as "DISM" and "HOMTECH."
Men's Beauty Devices Are Still Scarce in Japan
Interest in men's beauty is increasing, and in recent years, men's skincare and makeup products have been continuously introduced. However, in terms of "devices for the beauty field," particularly for the face, the current mainstream is shavers, and there are very few "beauty devices designed specifically for men."
"Men are aware of beauty devices, and those with a high beauty consciousness are interested. However, the current perception is still that these devices are primarily for women. Until they actually pick one up themselves, there seem to be very few who view it as 'their problem.'
From ANGFA's survey of men across generations, it was found that men in their 20s have relatively few reservations about beauty devices. However, those in their 30s and older often approach daily skincare without much thought even before considering beauty devices. This seems to be the reality.
"Men also have skin concerns such as wanting to reduce blemishes or improve dark circles. However, in practice, many choose products based on packaging or scent preference and continue using them under the impression that 'it suits me because it doesn’t irritate my skin.' But whether these skin concerns are truly improving is another question."
With the desire to deliver products that unleash functionality, ANGFA has developed skincare and beauty devices under the "DISM" brand.
Is Men’s Skin Prone to "Glycation"? Facts Revealed through the Words of a Doctor
In addressing men's skin concerns, ANGFA has a unique strength: the existence of a "male-focused beauty clinic" within the group.
"Doctors involved in the treatment noted, 'Men's skin is denser and rougher compared to women’s.' Moreover, from male patients, there were voices expressing, 'It feels like skincare products don’t penetrate.' After unraveling this cause, we arrived at the conclusion of 'glycation.'"
Glycation is the phenomenon where proteins that make up the body bond with sugars. When the skin's proteins bond with sugars, it can lead to roughness and dullness.
"Men tend to consume more carbohydrates compared to women, leading to a higher risk of glycation. Therefore, all products in the DISM basic skincare line contain an ingredient called 'Carnosine,' which prevents the binding of sugars and proteins."
Furthermore, the beauty device "DISM EMS EER MediSkincare Device" is equipped with the world's first EER mode that includes an "Electroporation" function, inspired by medical perspectives and aesthetic medical treatments.
Applying Aesthetic Medical Treatments to Promote Ingredient Penetration in Stiff Skin
Electroporation is a procedure that creates temporary gaps in skin cells using electricity. It’s expected to better deliver ingredients deep into the skin than simply applying skincare products."The DISM beauty device features eight functions, including electroporation, EMS, LED, radiofrequency, and thermal effects. To make it user-friendly for everyone, we combined these into 'three modes.'"
The first mode, "Relax Mode (ほぐすモード)," uses two types of EMS to stimulate facial muscles, helping to soften the skin. The second mode, "Deliver Mode (届けるモード)," is the world’s first unique mode that combines EMS, electroporation, and radiofrequency. It promotes the penetration of beauty ingredients while supporting blood circulation as well.
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The final mode, "Refine Mode (整えるモード)," helps tighten the skin using microcurrents (weak electric currents) and blue LED light.
Generally, beauty devices tend to be larger with more functions, but they faced challenges in miniaturizing while incorporating eight functions.
"To achieve the optimal output for each function, a large battery is typically required. We had to experiment with material selection and combinations to ensure it could deliver results on the skin, even in a compact form, which we ultimately accomplished."
Most notably, it features a unique "T-shaped razor" design that has never existed before. I asked about the reason behind this design choice.
"To encourage daily use, we thought about what shape would be familiar to men. A T-shaped razor would easily be used on the skin every day. One of our focuses is its vertical head rotation, which is designed to care for aging signs around the eyes and sides of the nose, where concerns often arise."
Thoroughly Addressing Men's Psychology that They Won't Continue If It's Troublesome
The approach of responding to men's skin concerns and beauty behaviors is reflected in the skincare products as well. Specifically, the focus is on "multi-functionality in one product." This is crucial as men are especially likely to discontinue use if it feels troublesome."For example, the facial cleanser not only cleanses but also allows for 'shaving and foam masking.' I believe most men have experienced a face shave at the barber, so we focused on recreating the 'comfort of being enveloped in foam.'"
The moisturizing item used after cleansing is also designed to be a single product. The "All-in-One Gel Light (Light Type)" serves as a toner, serum, and emulsion all in one. The "All-in-One Gel Moist (Moist Type)" further adds cream and mask functions, making it a multifunction design that serves five roles.
"The Light type utilizes a water-gel formulation that transforms into water on application. After it spreads out refreshingly, it forms a proper moisturizing film."
"The Moist type employs a shape-memory gel design that maintains a firm, taut feeling on the skin. The basic items feature 'Carnosine' to prevent glycation and '5% Niacinamide' to address spots and wrinkles, which is also a characteristic in tackling skin concerns from multiple angles."
1 Product with High Functionality. An Item that Resonates with Busy Modern People
In fact, many of DISM's users are women, with about 30% of customers for the facial cleanser and gel being female. What compels women, who have a wide range of cosmetic options, to specifically choose DISM's men's products?"In the case of facial cleansers, there aren’t many that have such hard and elastic foam. Moreover, the moisturizing products contain 5% niacinamide while being easy to use, which is likely one of the reasons for their sophisticated formulation. Women who are highly interested in skincare and knowledgeable about ingredients may find great value in DISM."
It is very intriguing to note that DISM has gained support from busy modern people, regardless of gender, by focusing on men's psychology and beauty behaviors. Nevertheless, Osanai expresses, "DISM wants to continue to be by the side of men."
"Currently, even if men are casually engaging in skincare, the number of those who are genuinely interested in their skin is definitely increasing. I hope to grow our brand into one that addresses each individual's skin concerns while pursuing simplicity and functionality."
DISM is exploring men's care with innovative ideas. We look forward to seeing what kind of products will be released next.
Text by Namiko Uno
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