Articles
"Price" or "Quality" – Learning How to Choose Eyelash Serums from "Scalp D"
As a pioneer in eyelash serums, "Scalp D Eyelash Serum." The manufacturer, ANGFA, is widely known for its medicated scalp shampoo and hair growth products, and has also gained strong support in the eyelash serum market.
This time, we spoke with Nao Udagawa and Miku Tanezaki from the Scalp D Eye Care Brand Division about the development stories and choices involved with their popular eyelash serums. Additionally, we also covered the details of a new product that includes iPS cell culture supernatants, enabling aging care around the eyes.
Utilizing Hair Research Insights to Meet Customer Needs in Development
Scalp D launched its eyelash serum in 2012. What was the state of the eyelash serum market at that time?
UdagawaWhen Scalp D launched its eyelash serum, there were already several similar products on the market.
However, the market size was small, and distribution channels were limited. Moreover, many of the flagship products were treatment mascaras or mascara bases, which did not aim for eyelash growth and care but focused mainly on improving the visual impression through moisturizing or coating.
There were pharmaceuticals with actual eyelash growth effects, but issues like pigmentation, itching, and irritation were problems to address.
Amid this, many customers started requesting a cosmetic eyelash serum that could be used easily without the worry of side effects, specifically from our company, which has a track record in hair research.
At that time, false eyelashes were the mainstream. A request from a female announcer who said, "Due to my profession, I can't use false eyelashes, but I want to care for my eyelashes to make them look impressive," also inspired the development.
From such voices, we learned there was a demand for a salon-quality cosmetic serum that could be used daily and various requests like wanting to create elegant and impressive eyelashes or to appear attractive even without makeup. It became clear that many people had concerns regarding their eyelashes.
Therefore, we utilized the knowledge from Scalp D's hair research and developed an eyelash serum as a cosmetic product under the new concept of 'eyelash growth.'
The "Scalp D Eyelash Serum" is developed based on hair insights; could you elaborate on that?
TanezakiScalp D began in 2001 as a scalp-exclusive shampoo for patients of a hair clinic. The development was in collaboration with specialists in AGA (Androgenetic Alopecia) research.
The "Scalp D Eyelash Serum" is developed with a focus on hair cycle, leveraging the knowledge accumulated from previous hair research.
Both hair and eyelashes have a cycle (hair cycle) that starts from when a hair begins to grow until it falls out, passing through a growth phase, a regression phase, and a resting phase. However, while the growth phase for hair lasts 2-6 years, eyelashes differ significantly at just 40 days.
Based on this knowledge, our company has been researching the maintenance of the environment during the hair's growth phase. In the "Scalp D Eyelash Serum," we are focusing on ingredient selection and formulation design to balance damage care during the short growth period and support growth.
Launching 3 Types of Eyelash Serums! Challenges with iPS Cell Culture Supernatants
Three types of eyelash serums have been released from "Scalp D Eyelash Serum." Please explain the differences and how to choose among them.
Udagawa"Scalp D Eyelash Serum" comes in three types: Pure, Premium, and Queen. Each features a fluffy chip-shaped applicator that applies to both the lash line and the entire eyelash.
The characteristics of our products include providing strength and resilience to eyelashes, making it easy to perceive the added volume per strand. While continued use is vital to receive the benefits of "eyelash growth," we also consider immediate effects with a velvety texture that coats and cares for both the inside and outside of the eyelashes. Additionally, we adopt a formulation that maintains curls.
The characteristics of the three types of eyelash serum are as follows, allowing customers to choose according to their concerns for their eyelashes at an accessible price.
.jpg?w=600&fm=webp&dpr=2)
.jpg?w=600&fm=webp&dpr=2)
Were there challenges in developing a formula with iPS cell culture supernatant compared to conventional eyelash serums?
TanezakiDuring the development of "Scalp D Eyelash Serum Queen," we faced significant challenges in arriving at a formula using iPS cell culture supernatant. We were searching for ingredients that could care for both eyelashes and the eye area, but it was not easy to clear the 'safe design' that our company values.
At the beginning of the development, while considering concerns such as pigmentation and irritation, we tried to achieve eyelash care, eye area care, and a design that could be used safely. However, there was a challenge that the risk of allergies and irritation increases when we include too many ingredients.
We also focused on stem cells and exosomes in the field of regenerative medicine, but it was difficult to balance the benefits of eyelash care and eye area care.
Ultimately, after verifying more than 50 ingredients, we arrived at iPS cell culture supernatant. This ingredient has multiple effects on its own and took about two years from discovery to commercialization.
There are various types of iPS cell culture supernatants. The one adopted by Scalp D is from a raw material manufacturer that was the first in the world to create a cosmetic-grade ingredient.
In fact, we faced difficulties not only with Queen but also with the development of Pure and Premium. Eyelash serums are products where effects can be felt with continued use, but they tend to be deprioritized if they do not have immediate effects.
Therefore, we implemented two innovations.
The first is the development of a formula that allows users to feel effects right after use. By giving the eyelashes a coating effect and curl-keeping effect, users can notice changes immediately after application. However, we faced many trials and errors in developing a formula that, while thick, is not prone to enter the eyes and also has quick-drying properties.
The second is our commitment to ease of use. We repeatedly improved the shape of the applicator to ensure that anyone can apply it easily, creating an optimal design.
Reasons Why the "Scalp Ｄ Eyelash Serum" Is Loved for Its Safety & Quality
As a pioneer of eyelash serums, what do you think is the secret behind the strong image of safety, security, and high quality that continues to attract customers?
UdagawaThrough surveys, reviews, and interview research, I feel that customers view us as a "pioneer of eyelash serums" with an image of safety and high quality.
Last year, we renewed our product for the first time in seven years. Our market research revealed a strong demand for eyelash resilience, thickness, and volume. Additionally, with the increasing popularity of eyelash perms and extensions, along with the use of curlers and the habit of rubbing the eyes, we confirmed that daily eyelash damage has also increased.
UdagawaIn this renewal, we not only aimed to lead to "more beautiful eyelashes" through enhancements in resilience and curl retention but also strengthened the damage repair components as an "eyelash serum that repairs damage from daily life."
We hope to raise customer awareness towards eyelash damage and support both "damage care" and "eyelash growth" through "Scalp D Eyelash Serum."
Finally, could you share your future outlook?
UdagawaIssues such as pigmentation and redness from the use of eyelash serums are a concern. We want to develop products that can be used daily, with confidence, free of these worries.
Additionally, this year, we are focusing on makeup items beyond eyelash serums. We plan to develop items that allow for enjoying makeup while caring for eyelashes, as well as launching new products and services that can care for the eye area, starting with "Scalp D Eyelash Serum Queen."
Scalp D, beginning with a foundation in medicine, has captured the hearts of users with its commitment to safety and product design that meets customer needs. We look forward to the future items and service offerings.
PROFILE
Nao Udagawa
ANGFA Co., Ltd.
Marketing Division, SCALP D Eye Care Brand
PROFILE
Miku Tanizaki
ANGFA Co., Ltd.
Scalp D Eye Care Brand Development Division
Text by Rie Tsugita（Beauty Expert/Writer）
How was the article?
Share
Related Articles
