2024.10.11
High Quality & Low Price! Don Quijote's Exclusive Cosmetic Brand "cosparade" Is Making Waves
The comprehensive discount store Don Quijote offers a wide range of original brands. Thanks to the availability of essential products at low prices, it has garnered strong support from consumers.
Recently, the cosmetic brand "cosparade," available exclusively at Don Quijote locations, has been gaining popularity. The brand's appeal seems to stem from its commitment to “cost performance” and “quality” in product design.
Today, we spoke with Asuka Tsunoda of Pan Pacific International Holdings Corporation about the background of the original brands offered at Don Quijote and what allows "cosparade" to deliver high-quality, low-priced products.
PROFILE
Asuka Tsunoda
Pan Pacific International Holdings Corporation
Cosmetic Product Development Manager
Meet Customer Demands with Products that Make Them Say “I Want This”
Firstly, when did your original brands like "Jonetz Kakaku" start to be developed?
Our original brand "Jonetz Kakaku" was launched in October 2009 with the brand message of “Shaping Customer Voices.” To further embody the essence of Don Quijote, we renewed the brand in February 2021 with the new message “Don Don Odoroki.”Apart from "Jonetz Kakaku," we also offer "ACTIVEGEAR" with the concept of “Bringing Sports Closer and More Comfortably,” and "greenstage" with the concept of “Starting Your Outdoor Experience.”
Additionally, we are developing the ultra-comfort-focused fashion brand "RESTORATION" and the bento and side dish brand "Henaimeshi," which is based on the concept of “120 points for someone is better than 75 points for everyone.” We create original product brands across various categories to meet customer needs.
What was the background for the creation of the cosmetic brand "cosparade"?
We launched "cosparade" in 2021 with the desire to incorporate high cost-performance skincare products into daily life like enjoying a parade—full of excitement and joy.The brand name is derived from cosmetic, cost performance, and parade. Our logo embodies the message that “everyone is a shining gem” and expresses our wish for people to enjoy beauty centered around skincare.
Tell us about your commitment to quality in developing original skincare products.
We design with a focus on incorporating trendy beauty ingredients. While we leave the balance of the composition amounts to our OEM manufacturers, we ensure rigorous quality checks by private brand developers and gather opinions during product planning meetings.In these checks, we compare various texture options to confirm usability. If unsatisfied, we communicate our preferences regarding viscosity and spreadability and request a redesign.
We hold product planning meetings every month where we present specifications and trending components of the products we plan to develop and release. During these meetings, we discuss texture, price review, and design while using actual samples.
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