Why Has GATSBY Been a Bestseller for Over 20 Years? A Developer Reveals the Secret Behind the Beloved "Medicated Deodorant Body Paper."

Anyone who plays sports, from students to working adults, knows that feeling of desperately wanting a shower after a workout. And these days, just a short walk outside can leave you feeling sweaty and uncomfortable.

That’s where sweat-wiping sheets become an essential item. Among the many options, GATSBY's "Body Paper," from Mandom Corporation, is an enduring bestseller that most people have likely tried at least once.

We spoke with Yosuke Kosaka, a product developer at the company, to uncover the secrets behind this long-running hit.

Washing Your Face on the Go

The GATSBY brand was launched in 1978. They began selling "Facial Paper" in 1996, followed by "Body Paper" two years later, both of which became flagship products for the brand. What was the context behind their creation?

"In 1971, our company name changed to Mandom Corporation, and we focused our energy on establishing GATSBY as our signature brand. We started with a lineup of 14 products, centered around hair care and skincare.

We first developed "Facial Paper" after noticing a trend: high school students washing their faces after their club activities, and office workers wiping their faces with hot towels in restaurants. It made us realize there was a clear demand for a way to wash your face while on the go.

"After that, we began developing 'Deodorant Body Paper' to address the need to manage body sweat on the go, not just facial sweat."

Their aim hit the mark. Boosted by a growing public demand for cleanliness, the product became a hit. Of course, a huge part of its popularity was its meticulous product design.

Medicated Deodorant Body Paper is designated as a quasi-drug, which allows it to deliver specific, expected effects.

"The first is its antiperspirant action. We've incorporated an ingredient called zinc paraphenolsulfonate for this purpose. While it's a powder in its raw form, we dissolve it in water and infuse it into the paper. This ingredient has an astringent property that effectively suppresses sweat.

The second is its antibacterial and resulting deodorizing effect. An antibacterial ingredient called isopropyl methylphenol works to eliminate the bacteria that cause sweat odor."

As many know, sweat itself is odorless. The distinctive smell occurs only when it mixes with bacteria. To be able to claim that the product prevents this, it had to be classified as a quasi-drug.

Gentle on Skin and the Environment

Beyond its effects as a quasi-drug, the user experience is a crucial factor. This is where the 100% botanical fibers come in, and there was a clear strategy behind this choice.

"First is the user experience. Many similar sheets are made from plastic fibers, which tend to have a smooth texture. For those seeking the satisfying feeling of a good scrub, these can feel inadequate.

Botanical fibers, on the other hand, are naturally uneven, providing that sought-after scrubbing texture and the feeling that you're thoroughly wiping away grime.

The second reason is environmental consideration. It's a given that products like these generate waste. We wanted our customers to use them with a clear conscience, so we chose botanical fibers, which are a more eco-friendly option."

This premium user experience isn't just due to the sheet material; it's also achieved through meticulous adjustments of the formula for the face and body versions.

"For the face sheets, we use natural cotton for a gentler touch on the skin. For the body sheets, we use a large, durable paper made from a tough material, designed to be big enough to wipe your entire body with a single sheet.

We also did extensive research on how the sheet holds the liquid formula. For instance, if the sheet is too saturated, it feels more like you're slathering on a lotion than wiping yourself down. But if there's too little liquid, it feels dry and ineffective.

We also meticulously calculate the cooling sensation. A level that might be too intense for the face is often exactly what users want for their body, so we adjust the ingredients accordingly."

With over 20 years of experience selling "Facial Paper" and "Medicated Deodorant Body Paper" , the company has an intimate understanding of what customers find appealing. This knowledge directly fuels their user-focused product development.

A Scent Loved by Men and Women Alike

From its launch, "Medicated Deodorant Body Paper" was marketed for its cooling sensation. Unlike facial sheets, there was a strong consumer desire for a product that could relieve body heat along with sweat. That's why they've consistently used a formula that enhances the cooling effect through the evaporation of menthol and ethanol.

We also asked about the most popular scents.

"The most popular is the 'Ice Citrus' scent. It's been a bestseller since its initial release, partly because its packaging instantly gives off the coolest vibe. While citrus scents typically bring to mind yellow or green, we have consistently used blue packaging to evoke a feeling of cold.

Then there's 'Freeze Peach' which is a huge hit with women. It was originally launched as a limited-edition product, but it was so popular that it became part of the permanent lineup. When we analyzed the sales data, we were surprised to find that the vast majority of its customers were women.

While GATSBY is generally known as a men's brand, its powerful cooling effect and high performance have caught the attention of women, and it's spreading rapidly among them through word of mouth."

Aiming for Total Care in Cleanliness and Odor

In such scorching heat, almost everyone is concerned about managing sweat and odor. To help people have a more comfortable summer, the company constantly tracks changes in the market.

"We always strive to stay attuned to shifts in consumer awareness. When we talk about a feeling of cleanliness, we're thinking about total care—not just with products like 'Medicated Deodorant Body Paper' , but also by including styling agents and more."

Indeed, the company is well-known for its diverse range of styling products and deodorant/sweat-care items. So, which products are currently trending?

"The demand for cooling products is growing every year. Lately, a spray called 'Crazy Cool Body Water', which specializes in instantly relieving body heat, has become popular. As the 'CAUTION' on the package suggests, it delivers a shocking cooling sensation, so we recommend starting with just a single spray.

"For our deodorant products, we also recommend the 'PREMIUM TYPE DEODORANT ROLL ON EX UNSCENTED',' which was released in 2024. We understand that everyone has various concerns when summer arrives, so we are dedicated to daily product development to offer solutions from every angle."

Whether you're dealing with sweat, odor, or just need a cooling spray, this company's products are designed to solve any issue during the sweltering summer months. While they may seem like they're just for men, they are also incredibly popular with women. So, if you're on the hunt for highly effective products, be sure to check them out.