In the world of men's cosmetics, where calm colors and simple designs are common, the cosmetics brand 'BOTCHAN' stands out with its vibrant packaging design. The masterminds behind this brand are siblings from And Cosme Co. Ltd. whose family business is tombstone manufacturing. We sat down with executive director, Aiko Kato, to find out why they ventured into the largely unrelated industry of men's cosmetics and what messages they aim to communicate through their products.
Why a Tombstone Manufacturer Entered the Cosmetics Industry
The men's cosmetics market in Japan 7-8 years ago was not as vast as it is today. It was primarily composed of hair and scalp care products like shampoo and treatments, along with styling products like wax and sprays. However, And Cosme took on the challenge as an outsider and started offering skincare cosmetics with the concept of caring for men's skin. This became the foundation of their BOTCHAN brand."The BOTCHAN project was started in 2016 by myself and my brother. Our family business was immersed in traditional services like cemeteries and tombstones, which had deep-rooted customs and rituals. Determined to not be bound by these traditions, we wanted to start a new business where we could bring our own ideas to the forefront. This was the motivation behind starting this project.
"While we were debating what kind of business to start, we had an opportunity to talk to a friend who owned a cosmetics ingredient company, which piqued our interest in the cosmetics industry.
"Another driving force was that there were no men's cosmetics on the market that appealed to my brother's sensibilities. Most men's cosmetics had monochrome packaging with menthol as the main ingredient. We wanted to make something different, something we ourselves would really want to use.
"Furthermore, while there are numerous choices in women's skincare cosmetics, the men's cosmetics market still had limited choices. We saw potential there," explained Kato.
Products that Enhance Lifestyle with Creativity
The catchy brand name, BOTCHAN, is unforgettable once you hear or see it. Many will associate it with the title of Natsume Soseki's novel, "Botchan" (坊っちゃん).
"Under the concept of creating a men's cosmetic that hasn't been seen before, we came up with several dozen naming proposals, along with copywriters and art directors. We printed each suggestion on a separate A4 sheet and arranged them in our meeting room. The name 'BOTCHAN' was unanimously chosen by our staff.
"The reason behind this choice was because the term 'Botchan' is easily relatable for men in Japan, and there was a perfect alignment between the character in Natsume Soseki's novel 'Botchan', who grows and discovers his own personality while challenging traditions, and our target customers.
"Our brand also boasts playful, eye-catching, and colorful packaging designs. The products enhance any interior and just having them in your room will lift your spirits. They could also serve as a source of motivation for those beginning to establish a skincare routine.
"When we met with our art director, Iitaka, we conveyed our desire to create something that wasn't bound by preconceived notions. Consequently, the designs reflect an idea of enjoying skincare with a light-hearted mood.
"All the items are designed in different colors, and when arranged together they naturally evoke an image of a rainbow. This rainbow design also encapsulates the brand's support for diversity, including but not limited to the LGBTQ+ community[1].
"In the context of creativity, we also collaborate with fashion and miscellaneous goods brands. Due to our design and price range, our products are often gifted. We want to make gifting fun by offering combinations of our collaboration items and BOTCHAN products."
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