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MUJI "Skincare Series" Renewal Background
MUJI's skincare series sells an impressive 25 million units annually. Currently, it offers four series: "Sensitive Skin," "Aging Care," "Clear Care," and "Medicated Brightening." Among these, the "Sensitive Skin" series enjoys particularly strong support.
The "Sensitive Skin" series, cherished for over 20 years, underwent a renewal in the fall of 2023. The packaging has seen a significant change, adopting rounder bottles and simple labels.
This time, we asked Yukio Torikawa, who is in charge of MUJI's "Health & Beauty" category, about the reasons behind the popularity of the skincare series and the background leading to its renewal.
PROFILE
Yukio Torikawa
Ryohin Keikaku Co., Ltd.
H&B Department, Category Manager
Reasons for Popularity: Functionality and Accessible Pricing
MUJI started selling skincare products in 1997. The product lineup included basic skincare products like lotions, all presented in a simple manner.The "Sensitive Skin" series was introduced in 2000. From there, various series have been developed.
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