The Reason Behind Why the Genderless Cosmetics EC App "Gencos" Became Japan's Largest at Launch

As the largest shopping app in Japan handling Korean genderless cosmetics, "gencos" offers not only EC functions to purchase Japan's first-in-the-country and exclusive products but also provides information on male skincare and makeup, aiming to become a new platform for men's beauty. We spoke with Hiroyasu Nemoto from the Marketing Division and Hiroki Inaba from the Web Division of OMEGA cosmestics, the company behind the service, about their dedication to service development and their marketing strategy.

Targeting Both Gen Z & the Aging Care Demographic

While the CM featuring Shohei Ohtani for a certain cosmetics manufacturer's skincare products was a hot topic, in cosmetics trends, the keyword "genderless cosmetics" has been gaining attention, with more people sharing cosmetics with their partners. Amid increasing male awareness of cosmetics, "gencos" was conceptualized about a year ago.

"Despite the rising needs from men, there are few places where they can easily buy cosmetics. It's somewhat uncomfortable for them to speak to beauty consultants in department stores, and Korean cosmetics shops in places like Shin-Okubo, Tokyo, are crowded and mostly frequented by women, making it difficult to browse leisurely. As a result, men often have no choice but to buy cosmetics at drugstores or convenience stores, but the lineup is often lacking, and they are unsure if the products suit their skin... So, we decided to create an EC where men interested in beauty can easily GET cosmetics" (Nemoto).

The target audience of "gencos" spans two different generations. One is Gen Z, who have been exposed to skincare from a young age, and the other includes those in their 30s and 40s who are highly beauty-conscious.

"Gen Z has grown up with skincare routines like their parents applying body cream to them, and this habit has carried into adulthood. Nowadays, even baseball team members normally use sunscreen. Their ideal image has shifted from a tanned and tough visual to that of a pale-skinned Korean star who sometimes wears makeup. Skincare is essential for Gen Z, and their interest in makeup is significantly higher than other generations" (Nemoto).

"Additionally, we are targeting executives and business owners in their 30s and 40s. This group places a high value on personal grooming and first impressions in business settings, so they practice proper aging care and increasingly wear makeup for important meetings and first encounters" (Inaba).