2024.10.13
Cumulative Shipments Surpass 14 Million Units! Exploring the Development Power of "ReFa," Whose Presence Continues to Rise in the Beauty Equipment Market
Starting with the launch of the beauty roller in 2009, the beauty brand "ReFa" has produced countless hit products, including dryers, hair irons, showerheads, and hair brushes.
This January, the fine bubble showerhead, hair iron, and roller beauty device garnered the No. 1 share in domestic manufacturing[1], establishing an overwhelming presence in the beauty equipment market. Why are ReFa products so cherished? To delve into the development behind the products that captivate users, we spoke with Kazue Kato from MTG Co., Ltd..
PROFILE
Kazue Kato
Executive Officer & Director of the BEAUTY Marketing Division, MTG Co., Ltd.
Joined the company in 2010. Involved in brand development since the early days of ReFa and has promoted the growth of brand expansion both domestically and internationally since becoming brand manager in 2013. Currently serves as an executive officer overseeing product planning and marketing.
Incorporating "Human Skills" into Technology
Could you tell us about the circumstances surrounding the birth of "ReFa"?
MTG is celebrating its 30th anniversary next year. Surprisingly, it started as a used car sales company, and after about two years, began to engage in the health business, developing commercial health equipment such as water purifiers, vitality water devices, and massage chairs.As time went by, the company decided to enter the beauty industry for further growth. Drawing on years of experience in the health sector, we aimed to strengthen the "health-related beauty field," which is challenging for other beauty brands to pursue.
Thus, we established "ReFa" with the meaning of "Refine Body (making the body shine)."
The first product developed after launching the brand was the beauty roller. What led to this focus?
Around 2008, when we began developing the beauty roller, Japan's economy was stagnant due to the Lehman shock.Spending on special care at spas or beauty salons was becoming difficult... However, the desire for beauty was unchanging among people. This led to the idea of creating a product that would allow users to experience a salon-like treatment daily at home.
Though facial devices existed at the time, beauty equipment that could be used on the entire body was quite rare.
Could you tell us about ReFa's commitment to manufacturing?
One aspect is that the technology incorporated into ReFa products originates from “human skills.” In the beauty industry, particularly, the high level of skills possessed by Japanese people is something to be proud of internationally.The development of the beauty roller also began with the desire to “reproduce the hand movements of an esthetician.” I believe our stance of “embedding human skills into highly versatile technologies” reflects who we are.
Moreover, we are committed to “deliberately not owning a factory.” This approach allows us to manufacture products not just with the skills that we possess but also by utilizing various technologies from around the world.
It’s essential to apply not only beauty-related technologies but also to consider how we can leverage skills from other industries in development. Currently, we are engaged in joint research with dozens of universities and collaborative development with experts to work on the development of unique technologies.
In creating the best products, we aim for a manufacturing process that pays attention to shapes and angles that are so minute they might not be perceivable by human senses. Of course, incorporating the latest technology is crucial, but pursuing the essence of a product that can be felt through the skin, such as “it feels good to use” or “I want to keep using it,” is also important.
Even when there is an excellent piece of technology, its fit can vary enormously from customer to customer, so it is indeed difficult for all customers to feel that it is “easy to use.” That’s why ReFa offers a wide range of products, as we want to ensure satisfaction for people in various environments.
Among many established beauty brands, the reason “ReFa” has gained such a large fan base in 15 years is due to its uncompromising attitude.
Thank you. For instance, if all you need is to dry your hair, there’s no need to be particular about the dryer. However, the reason why customers use the high-priced ReFa dryer is that they can feel a definite effect when using it.We aim to develop products that transform the act from being a chore into a pleasure. By using ReFa's dryer, we hope the tedious daily task of “drying hair” can become an enjoyable time every day. To achieve this, we pay close attention to various elements, such as the technology we incorporate, the shape and angle of the product, and its ease of maintenance.
I believe our commitment to design is also one reason people say they love ReFa. When we entered the beauty industry, beauty devices were in a product category that could be embarrassing to use. But it’s hard to use something you feel that way about every day, right?
We want our products to blend into the customer’s lifestyle, making them something they want to use daily. Not only the design of the product but also the associated advertising and product packaging creative are designed to pursue a simple functional beauty, allowing customers to take pride in owning ReFa products.
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