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LUX 35th Anniversary Innovation: The Potential of the Japanese Market Discovered by a Global Brand
In the Japanese hair care market, LUX has proudly claimed the No.1 sales position for eight consecutive years[1]. Although LUX is a brand launched by Unilever, headquartered in the UK, its hair care products are actually rooted in Japan. It has been 35 years since its core product, "LUX Super Rich Shine," was born in Japan.
This time, we investigated the background behind how this globally popular British brand developed and marketed hair care in Japan, delving into the secrets of LUX's unchallenged popularity in the hair care market.
PROFILE
Mizuki Tanaka
Unilever Japan Customer Marketing K.K.
Marketing – Beauty & Wellbeing
Business Performance & Innovation Design
Brand Manager
Reasons for LUX's Launch of Hair Care in Japan
In 1972, LUX arrived in Japan as a cosmetic soap. Although LUX is deployed across various countries, why was the first hair care product of LUX developed in Japan 36 years ago?"At the time of development, Japan was positioned as a significant, large market from the viewpoint of the UK.
"The bubble economy greatly influenced Japan, and it was an era where women's participation in society was remarkable. While researching the competition, we concluded that there was an opportunity for hair care products promoting beauty aimed at women in Japan."
As times changed, the acceleration of women's social advancement led to an increase in women thriving in the workforce. This resulted in many women desiring beautiful, shiny hair.
Despite the extensive experience in cosmetic development technology and marketing in the UK, why choose to develop and market in Japan?
"The environments, cultures, and values in the UK and Japan differ significantly. In hair care development, factors like perceptions of washing hair and deodorization, as well as needs and trends, vary as well. To sensitively capture these differences and develop products accordingly, development and marketing in Japan were crucial.
"In Japan, people tend to wash their hair daily, while in overseas markets, washing may occur every other day or once a week. Differences in water quality also affect foam formation and user satisfaction, necessitating certain innovations in formulations.
"Additionally, needs for hair care in Japan have greatly diversified, and there are many products available. Thus, since the inception of LUX's hair care, there has been an impression of continuously increasing product variety.”
Introducing a Hair Booster Serum Focused on the "Golden Time" of Hair Care
In 2024, the "LUX Bath Glow Series," which has received numerous awards including Best Cosmetic Award[2], will launch "LUX Bath Glow Straight & Shine Hair Booster," highlighting the golden time of hair care and creating a new value in the segment.
Developed as a booster serum for hair to be used post-shampoo, pre-treatment, this product proposes a new concept of "Golden Time of Hair Care" and has rapidly gained popularity, attaining the top rank in the treatment category of the "VOCE Monthly Cosmetics Ranking" since its release.
"The surface of hair is covered with cuticles that resemble fish scales. The cuticles, which close when dry, open when hair is wet, allowing hair care ingredients to penetrate more easily. Therefore, we refer to the wet state immediately after shampooing as the 'Golden Time' and propose it as an optimal timing for effective hair care.
"In the skincare domain, boosters and pre-serums are already commonly recognized. Hence, we adopted the term 'booster' in the product name for hair care products, clearly promoting it as 'hair booster serum.'”
This product, formulated with "Puru Puru Penetrating Water Jelly."［3］, is designed to be used after shampooing to prepare the foundation of the hair and enhance the penetration of treatments. As a result, it is expected to repair damaged and unruly hair from within.
According to consumer research by LUX, while interest in hair care is increasing, many consumers find the addition of new care items to be bothersome.
"The market for out-of-bath items is expanding, but in-bath items have a lower barrier to entry, making them an important market. Our goal was to create a product that could be used entirely in the bath to address consumer concerns."
As a result, the "LUX Bath Grow Straight and Shine Hair Booster" was developed and has received high praise due to its low barrier of introduction. User reviews often mention that their hair's moisture lasts longer and that it has become easier to manage, indicating strong feedback regarding its moisturizing and manageability properties.
LUX's Unwavering Vision
As Japan's top hair care brand, LUX continues to thrive, but what is the secret to its ongoing support from users?“LUX's strength lies in our ability to quickly respond to consumer needs and market changes while maintaining the core values of the brand. We cherish 'radiance' and have established the desire to give women the courage to take a step forward as the foundation of our brand.
"In marketing, we conduct frequent quantitative research for the Japanese market alongside large-scale global surveys. Technologically, we have established a lab in Japan, utilizing the patented technology of our global headquarters while developing unique formulations specific to Japan.
"In developing products for Japan, it is a challenge to convey the unique needs and preferences of the Japanese people to the global headquarters. However, we believe we can provide value to our customers by combining the strengths of a global company with a delicate understanding of the Japanese market."
LUX emphasizes their brand vision of "BRAVE VISION 2030." They hope that individuals can enjoy their unique beauty, which will lead to confidence and the courage to take a step forward.
“Since our founding, LUX has promoted the message that 'to shine is beautiful.' However, this may have created a fixed notion of beauty.
"In modern times, diverse values and choices exist. Therefore, under 'BRAVE VISION 2030,' we wish to convey the importance of 'embracing one's unique radiance, including inner beauty,' rather than being confined to a single ideal.
"Our research has revealed that many people have given up on their desired hairstyles. Rather than limiting themselves to styles that suit them due to the opinions of others, we aim to increase the number of people who can shine authentically, thereby transforming societal norms. To support this, LUX launched the brand slogan '#BeHairself – My hair, my choice.' in 2023, promoting the message of hair autonomy."
LUX continues to respond to the needs of an evolving era while preserving the core values of the brand, maximizing both global and Japanese strengths. Perhaps the reason for its support lies not only in the pursuit of hair beauty but in the courage to shine from within and move forward.
［1］ INTAGE SRI Shampoo and Conditioner Market from January 2017 to December 2024
［2］ Bath Glow Straight & Shine Shampoo - “1st place in the Shampoo & Conditioner category of the VOCE Monthly Cosmetic Rankings for April 2023,” Bath Glow Straight & Shine Shampoo - “1st place in the Shampoo & Conditioner category of the VOCE Monthly Cosmetic Rankings for May 2023”
［3］ Swizeni extract, arginine, glycerin aqueous solution: moisturizing ingredients
Text by Rie Tsugita (Beauty Expert / Writer)
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