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Why IPSA's Long-Selling Moisturizer "The Time Reset Aqua" Continues to Be Loved

2024.09.10

With the concept of “bringing out the beauty each person possesses,” IPSA is a cosmetics brand that enjoys support from a wide range of generations.

In particular, the medicinal lotion "The Time Reset Aqua" has been beloved not only in Japan since its launch in 2002 but also widely appreciated in the Asian region.

This time, to explore the reasons behind IPSA's enduring popularity, we spoke with Masami Kanno from the company’s PR department about their commitment to product creation and initiatives.

PROFILE

Masami Kanno

Masami Kanno joined IPSA in 2009. After six years of experience as a recipe specialist (beauty advisor) at retail locations, she moved to the head office in 2015. From 2015 to 2020, she was in charge of product planning, primarily focusing on the plan and development of makeup products.
Since August 2020, she has taken on PR responsibilities. A key aspect of her PR activities is the concept of “individual attention,” which aligns with the brand’s philosophy. She focuses on building relationships through personalized communication with each press member.

Product Creation that Values “IPSA-ness”

First, can you tell us about the journey of IPSA?

“IPSA” is a Japanese skincare brand that was established in 1987. While its primary sales are in Japan, it has expanded to areas in Asia, like China, Hong Kong, Taiwan, Thailand, South Korea, and Singapore. Notably, in China, the number of stores has now surpassed that in Japan.

The product "The Time Reset Aqua," which you are focusing on, is also popular among Chinese consumers.

Even before the pandemic, inbound demand had been rising significantly. Now that we have increased production lines at our factory, we can supply adequately, but back then, we had to limit the number of purchases per person.

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