How Should We Respond to Elementary School Students Who Say They Want "DEPACO"? FANCL Proposes Age-Appropriate Skincare

Due to the influence of social media and the media, there is a growing number of elementary school students seeking so-called "DEPACO" (high-end cosmetics sold at department stores). As parents, they worry not only about the price of DEPACO but also about what is appropriate for their children's skin.

This time, we interviewed Ayu Nakagawa from FANCL, which offers the skincare brand for elementary school students, "FANCL CLEAR UP." We learned about the essential care for children and tips for parents and children to effectively engage in skincare together to reduce skin concerns.

"I Want to Be Cute!" The Latest Beauty Trends among Elementary School Students

The skincare product "CLEAR UP" developed by FANCL has gained significant support, achieving sales approximately 2.5 times higher than the initial sales plan just two months after its launch.

FANCL has conducted one-on-one interviews and quantitative research regarding the beauty and skincare of elementary school students to uncover the reality.

"Elementary school students are more sensitive to beauty than adults might think. Many children are awakening to beauty, idolizing models and influencers they see on social media and YouTube, wishing ‘I want to be like ◯◯-chan.’

"Additionally, more children are now owning smartphones, resulting in increased opportunities for taking and being photographed. This has led to a greater awareness of their appearance, intensifying their desire to be cute and increasing their beauty concerns."

Some elementary school students even express interest in hair removal and cosmetic surgery, leaving parents feeling bewildered. While hair removal and cosmetic surgery are significantly high hurdles, many parents prefer to allow moderate makeup use for their children.

"Unlike makeup, there is a strong desire among parents to provide only the best skincare products for their children, along with a need to understand the correct skincare practices for elementary school students. Furthermore, as the first products that touch the skin, parents often feel a desire to choose these items themselves."

When a parent sees their child struggling with skincare issues, they undoubtedly want to lend a helping hand. However, it doesn’t necessarily mean that simply sharing the skincare products they use is the correct approach.

Research from the FANCL Research Institute confirms that, during childhood, skin moisture levels and barrier functions are lower than in adults.

"Our research facility conducted skin examinations from preschool to puberty using skin measuring instruments and FANCL's unique ‘corneal layer biomarkers’ to analyze skin proteins in children aged 3 to 18. The results showed that the moisture content of elementary school students' skin is only one-third that of adults, and the sebum levels are approximately one-fifth. This indicates a decline in skin barrier function.

There is an image that the skin becomes stronger with the growth of the body; however, the skin values of children aged 3 to 12 hardly change. Even though a child's skin may appear beautiful at first glance, it is actually prone to dryness and has poor balance of moisture and oil, making it vulnerable to UV rays and external stimuli. Additionally, it has been determined that the levels of antioxidant proteins, which help the skin combat damage, are also low until elementary school. This highlights the importance of appropriate skincare methods and cosmetic choices for elementary school students, who have weaker barrier functions compared to adults.

Top 3 Skin Concerns for Elementary School Students: Dryness, Sunburn, & Acne

According to Nakagawa, the top skin concerns for elementary school students are dryness, sunburn, and acne.

“From around the age of 12, sebum production increases, leading to more concerns about acne. The causes of acne in children differ from those in adults. While adult acne is mainly caused by stress, diet, and hormonal imbalances, children experience a disruption in the balance of moisture and oil due to dryness, which results in the formation of 'comedones,' the precursors to acne.

"Many elementary school students tend to touch their comedones, which can lead to inflammation progressing without proper care, ultimately developing into acne. Furthermore, the increase in UV exposure has made skin conditions harsher.”

To prevent skin issues in elementary school students, Nakagawa emphasizes the importance of continuing skincare from babyhood.

“During early childhood, parents often provide careful care, but as children grow, there tends to be more focus on fostering social skills through studies and extracurricular activities. Based on research findings indicating that moisture levels do not significantly change between ages 3 and 12, consistent skincare is crucial.

"For ongoing care, it’s essential that the child has an interest in skincare. It's helpful to suggest skincare at times when they begin to notice dryness or oiliness in their skin, or when they experience changes in sebum production as they enter puberty.

"Knowing how to address skin troubles can help lessen worries. Having an environment where they can consult with parents or friends provides reassurance.

"Parents can respond adequately to their children's requests and skin concerns by considering their own childhood experiences and understanding the latest skincare research and its necessity.

"Even when a child asks for expensive cosmetics like high-end brands, it's important to acknowledge their feelings and explain why it may not be suitable for their age or skin condition, making it easier for them to accept.”

It’s vital to communicate that choosing cosmetics appropriate for their age and concerns is the best path to achieving ideal skin.

The development of FANCL’s skincare line for elementary school students, “CLEAR UP,” was made possible not only by the company's research results but also through the collaboration of 6th graders (who were 5th graders at the start of the program) from the private Toin Gakuen Elementary School in Yokohama.

“Together with 14 students from Toin Gakuen Elementary School, we conducted a year-long skincare course to deepen their understanding of skin and skincare while discussing what products they would want to use. We incorporated their opinions during various discussions about the product, ranging from usage to the shape and design of the packaging.

"Children’s reactions are honest and critical. Completing a skincare line that is easy for elementary school students to use was quite a challenge. Additionally, while children use the products, parents are the ones purchasing them, making it difficult to finalize functionalities that parents would be persuaded to endorse for their kids.”

The author noted that upon seeing the packaging for “FANCL CLEAR UP,” they initially thought today’s children might prefer a more mature and chic design, but in reality, the final design was chosen from several options, including simple, sophisticated designs and cute illustrations. While the character illustrations were deemed childish, illustrations of bubbles and droplets received positive feedback.

“The bottle color was determined during discussions with all the elementary students. Skincare is something that anyone who wants to do, regardless of gender. As a result of considering ease of use for everyone, we chose a light blue color that is suitable for both boys and girls.”

“To address the three major skin concerns of elementary school students, ‘FANCL CLEAR UP’ incorporates active ingredients such as dipotassium glycyrrhizate for skin irritation and acne prevention, polyamines to mitigate dryness damage, glycerin for moisturizing effects, and ceramides to support skin barrier function in its 'Foaming Cleanser' and 'Gel Milk' products.

"The cleanser has been formulated to use amino acid-based cleansing agents to consider skin burden, creating fluffy bubbles. During the development process, we verified the washing methods of elementary school students through videos and found that bubbles tend to linger around the jawline and under the chin. Thus, we achieved a rinsing formula that makes it difficult for residues to remain.

"For the moisturizing agent, we adopted gel milk instead of lotion, considering that stickiness is a major dislike among users and ease of use is important. In addition to the key ingredients, we’ve also included skin-balancing vitamins that suppress excessive sebum production.”

"The 'UV Cut Stick' is free of UV absorbing agents, featuring a smooth texture as its key point. Being a stick type, it doesn't make your hands dirty. It reflects the voices of elementary school students who say, 'I dislike sticky hands' and 'It stings my eyes.'

"Recently, the use of sunscreen in elementary schools has become more accepted, and we've focused on creating a shape that's easy to carry to school."

Users have praised it, saying, "I was looking for a moisturizer that suits my daughter who has dry skin. Until now, she would avoid moisturizers, but she readily started applying FANCL CLEAR UP, and her skin troubles resolved quickly," and "My daughter in upper elementary school uses it. Her cheeks tend to be dry, and her forehead is prone to acne, so she appreciates that she can easily care for her unbalanced skin with just one stick." As a result, it has received high marks as a product that children willingly continue to use.

To help children enjoy healthy skin, why not try addressing skincare together in casual conversations?