2024.09.03
"Makeup Can Serve as Mental Support for Athletes" – KOSE's Commitment to Sports Support
As a well-known cosmetics manufacturer, KOSE has a deep relationship with sports that dates back to 1981.
KOSE's support for sports began with the development and sales of cosmetics specifically designed for athletes. Currently, they sponsor various sports organizations and individual athletes, and operate a breakdancing team called "KOSÉ 8ROCKS.” Additionally, KOSE employs Paralympic athlete Akemi Hondo as part of their team.
In this article, we explored the history of KOSE's sports support initiatives, their motivations behind these efforts, and their current activities.
PROFILE
Tomomi Hike
Public Relations Department, KOSE Corporation
Responsible for sports marketing, including figure skating.
In October 2023, KOSE launched its own website, "KOSÉ SPORTS BEAUTY," dedicated to sharing information about the sports it supports.
The Launch of Specialized Cosmetics Marked the Start of Sports Support
Can you share how your company began supporting sports?
In the 1980s, amidst a rapid increase in Japan's sports population, we launched the specialized comprehensive cosmetics brand "Sports Beauty" in 1981, leading the industry with a desire to support people who wish to look beautiful while engaging in sports.At that time, "Sports Beauty" included sun care items to protect the skin from UV rays, skincare products, and high-quality makeup items that maintain their appearance thanks to our unique technology.
We have been committed to supporting sports competitors with the aim of fostering a stylish and healthy sports lifestyle.
The originally released “Sports Beauty” has now evolved into a third generation, hasn’t it?
The first generation of "Sports Beauty" adopted a waterproof technology resistant to sweat and water, which led to the birth of the second and third generations as we continuously pursued functional value.We have also focused on the intrinsic value of cosmetics, such as packaging and texture, to evolve products suitable for various sports scenarios.
Currently, we are not specifically developing makeup products exclusive to sports or athletes. Every product we develop is evolving year by year, and we offer items that not only suit everyday users but also boast a long-lasting formula resistant to sweat and water suitable for athletes.
When recommending makeup products to athletes, we suggest items from well-regarded brands such as "FASIO," "ADDICTION," and "Visee," which are known for their vibrant colors and high functionality.
Since 2006, we have been providing makeup guidance and support to the Japanese national artistic swimming team. In the past, there were concerns about makeup running off, and during water practices right before competitions, they would avoid submerging their faces. However, now makeup has become resistant enough that this is no longer a concern.
The capability for general brands to be used during sports has largely come from advancements in technology.
Exactly. For instance, our finishing spray, "Make Keep Mist EX +," helps prevent makeup breakdown with a single spray while incorporating the "Super Makeup Coat Component" that offers both high makeup retention and water resistance. This component forms a film with a resin material known as "cross-linked MQ resin," which displays resilience against sweat and friction while maintaining flexibility to accommodate facial movements. It adheres to areas prone to makeup breakdown, such as pores and fine lines, helping to prevent makeup fading due to expressions and reducing shine over time.Additionally, makeup application techniques can also help in preventing breakdown. For example, the "sandwich application" method involves layering liquid, powder, and then liquid eye colors, which helps ensure vibrant color even in water and is frequently used by figure skaters and artistic swimmers.
Moreover, a basic point is to allow time for the skin to settle after skincare before moving directly to makeup. When skincare properly absorbs into the skin, makeup also tends to last longer.
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