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Mandom's "aono" Found the Answer: Why Do Men Need Organic Skincare?
Oily skin, dryness, spots, wrinkles… Men often face skincare issues in their 30s that they didn’t have in their 20s.
"aono" by Mandom, a leading company in men's cosmetics, is an organic cosmetics brand aimed at men in their thirties.
For men interested in Aono, the most pressing question is, "What sets it apart from the multitude of men's cosmetics brands?" We spoke with Eisuke Torigoe of mandom corp., who was involved in its development.
PROFILE
Eisuke Torigoe
mandom corp.
Product Marketing Division 1
Cosmetics Brand for Men in Their Thirties Facing Skin Changes
Can you tell us about the origin of the brand name?
The name derives from the Yamato word "青野 (aono)," meaning "lush green grass and trees."We named it "aono" to convey our desire to nurture the skin and spirit of men, particularly those in their thirties, to a vibrant state using the power of nature, and it debuted in January 2024.
Why target men in their thirties?
Mandom conducts lifestyle research and interviews with men from various generations for product development.Through this research, we found that many men in their thirties have begun to feel different "changes in mind and body" compared to their twenties.
Many experience stress from career advancements, weight gain due to decreased metabolism, and naturally, changes in skin condition.
Men's skin generally contains less moisture than women's skin and tends to be drier. This moisture level decreases further with age, making it easier to experience skin dryness.
It’s also when metabolism begins to decline, resulting in a slower skin turnover cycle, making issues like spots, wrinkles, and sagging appear more frequently.
What skin troubles are you focusing on?
We are focusing on inner dryness. Daily shaving and sun damage can lead to a loss of moisture in the skin.This inner dryness can cause skin to feel dry and rough while leading to oiliness and shine on the surface, which can, if left untreated, contribute to skin irritation, wrinkles, and sagging as signs of aging.
When it comes to lack of moisture deep in the skin, is hydration the key?
Yes. Therefore, all Aono products contain moisturizing ingredients that target specific skin damage in men and use high penetration technology to deliver them deep into the stratum corneum.The key moisturizing ingredients are brown rice fermented extract, pea fermented extract known for its excellent moisturizing properties, and marine fermented extract.
These ingredients are micro-fine through fermentation, enhancing their penetration ability, allowing these three types of naturally derived fermented extracts to fill the inner layers of the stratum corneum with moisture, leading to refreshed skin.
Are the ingredients organic?
Mandom has set its own organic standards.One of these is that over 90% of the ingredients must be of natural origin. This index is calculated based on ISO standards to provide information to consumers more clearly, as the definitions of organic can be ambiguous depending on certification bodies and countries.
For moisturizing products, we include organic ingredients that make up over 20% according to ISO16128, which calculates the natural and organic index for cosmetics, while facial cleansers that are rinsed off contain over 10%.
Additionally, our products are free from five specific components: parabens, silicones, mineral oils, synthetic colorants, and microplastics, and we do not conduct animal testing.
Delivering Ingredients Deep into the Skin with Natural Bicelles
The lotion provides a feeling of moisture deep within the stratum corneum.
No matter how moisturizing the ingredients may be, if they do not adequately reach the depths of the stratum corneum, they cannot address inner dryness.For this reason, Aono has adopted the bicelle technology that Mandom has been researching.
What are bicelles?
In recent years, the cosmetics industry has been actively conducting "capsule formulation research" to enhance penetration further. One of these capsule formulations is bicelles.Another representative example is "liposome." Liposomes are a type of technology that encapsulates ingredients within a capsule-like oil film similar to cell membranes to deliver them within the body, used in cosmetics and supplements.
Bicelles are primarily made up of the same phospholipids as liposomes but is reported to be smaller in size and have a faster skin penetration rate.
Mandom successfully applied bicelles to cosmetics in 2017 ahead of the industry and has been incorporating it into their products. Aono utilizes Mandom's unique high-penetration technology called Natural Bicelles.
What features does Natural Bicelles have?
The most significant feature is that it is made up exclusively of naturally derived ingredients. It was developed to meet the needs of the natural and organic movement. The size of Natural Bicelles is 0.05μm, which is about 1/10,000 the size of a pore.Therefore, it can quickly deliver beauty ingredients (moisturizing and skin conditioning) deep into the stratum corneum, hydrating from within to refresh inner dry skin.
There is also a commitment to fragrance.
The deep, fresh scent, abundant with citrus, floral, and woody essential oils, evokes the moments of resetting and charging in nature.A Lineup that Matches the Basic 4 Steps of Skincare
Can you tell me about the lineup?
The lineup consists of four items: cleanser, lotion, essence, and cream.The ingredients and fragrances are consistent across the products. Step 1, "aono Face Cleanser," features a fine foam that lathers quickly, thoroughly removing dirt and old skin and preparing the skin for better lotion absorption.
Thanks to the natural moisturizing ingredients, the skin is less likely to feel tight after washing, which is an added benefit.
Step 2 is the "aono Essence Lotion," which penetrates deep into the stratum corneum and fills the skin with refreshing moisture.
With a moist and rich texture, it smooths out irregularities and roughness, leaving the skin silky.
Step 3 is the essence. The "aono Concentrate Serum," which contains the highest levels of beauty ingredients in the series, charges nutrients deep into the skin.
It provides firmness to the skin without any stickiness, leaving it soft and plump.
Step 4 is the cream that locks in moisture, keeping the skin hydrated for a long time.
The "aono Moisturizing Cream" is made with carefully selected plant-derived ingredients that leave no greasiness.
With a refreshing feel, it leads the skin to a firmer texture.
How does Aono differ from other organic cosmetics brands?
In the past, organic cosmetics often emphasized a natural image while the essential organic standards remained vague, making it challenging to understand what organic features or ingredients were beneficial for the skin.In response, Mandom has established its unique organic standards. By incorporating carefully selected organic ingredients that meet these standards, they have focused on utilizing high-penetration technology to deliver them deep into the stratum corneum.
Additionally, to ensure a positive mindset, they have considered scents and usability that cater to men's preferences.
It’s not just about using organic ingredients; with consistent use, you can feel a tangible result. This is the strength and individuality of Aono.
More than a year has passed since its release, and the user base is expanding rapidly, now reaching beyond men in their 30s to those aged between 20 and 70. The moisture that Aono brings seems to reach deep into the skin and hearts of modern men.
Text by Ryota Osujo
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