2024.07.19
Gaining Strong Support from Readers: What Is the "Verification" Conducted by LDK the Beauty at "LAB.360"
Founded in 1995, SHINYUSHA. They publish a range of magazines and books, but their magazines featuring product information tested without advertisements are particularly popular.
You might have read their flagship magazines: "Kaden Hihyo," "MONOQLO," "LDK," and "LDK the Beauty."
The company also operates an in-house verification facility, LAB.360, where they conduct tests on various products like home appliances, detergents, and cosmetics.
Today, we are focusing on "LDK the Beauty," exploring their editorial policies, testing facilities, and commitment to projects.
PROFILE
Kazuya Matsushita
Director of LAB.360
PROFILE
Minori Inoue
Deputy Editor-in-Chief, LDK the Beauty / LDK the Beauty Crossmedia Editorial Department
PROFILE
Hitomi Shimada
Chief Researcher, LAB.360
Earning Reader Trust Through Unbiased Verification
When did you start publishing magazines with test results?
MatsushitaWe launched these test-driven magazines in 2007. Initially, "Kaden Hihyo" and "MONOQLO" were one magazine.
Our approach of "thorough research and testing to genuinely recommend great products without bias" began with the inception of this magazine.
InoueThe spotlighted "LDK the Beauty" originated from "LDK," a magazine providing lifestyle information for housewives.
Beauty content used to be a feature in "LDK," and it received significant positive feedback. We launched "LDK the Beauty" independently in 2017 as a bimonthly magazine, and it became a monthly publication in 2018.
InoueTypically, magazines are published first, and later converted to Web articles. As our magazine audience is somewhat limited, we've increased our focus on our website "360LiFE" and Instagram.
We've started creating original articles exclusively for "360LiFE" and Instagram, as well as live stream events on Instagram to delve deeper into the magazines' content.
What are your company's strengths in disseminating information?
InoueOur biggest strength is the absence of advertisements. Unlike other media that often include ads, our publication can share unbiased information, which is why our readers trust us.
MatsushitaWe prioritize the reliability of information. Therefore, our media only features well-verified content.
Given the rise in untrustworthy posts on social media, our transparency in sharing testing results and research staff names has bolstered reader trust.
Does your company purchase the products for testing?
InoueYes, our editorial members usually buy the products. We offset the incurred costs with revenue from e-books, affiliate marketing within "360LiFE," and certified content services for manufacturers.
MatsushitaProducts that receive our highest ratings are awarded badges like "Best Buy." This helps consumers recognize "good products" at a glance on packaging or in-store POP displays.
Manufacturers are notified of these awards post-verification, and they pay usage fees to use these certified logos and ranking content.
Operating without reliance on advertisements, we monetize through these methods.
InoueThankfully, as our company's recognition has risen, manufacturers have started to provide us with products to test.
However, even if we receive products, we have made it clear that we will conduct our evaluations without any bias, and they understand this.
We do not manipulate the results, so whether a product gets a high evaluation or ends up at the bottom of the rankings, we publish the results as they are.
Focusing on Planning, “This is What I Wanted to Know”
Aside from the trustworthiness of the information, please tell us what else is important when creating content for "LDK the Beauty."
InoueWe value the readers' perspective. Generally, one might imagine the content from the reader's point of view, but our company considers it to be the “real honest opinions of consumers.”
Even if you want something, the information available online is often insufficient for selecting and purchasing a product.
For example, manufacturers, influencers, and agents have different perspectives and goals, so the real honest opinions of consumers might get overlooked.
Visually appealing product introductions may increase purchase intent, but when you actually use the product, you may find that “it said it would hide blemishes and pores, but I couldn't see the effect.”
Therefore, we focus on the real honest opinions of people living their lives.
As you said, I found the honest evaluations in your magazine very impressive, such as “the lid sticks” or “it's hard to use because you have to press hard.”
InoueInformation circulating out there often only highlights the good points. From the manufacturer's side, it is, of course, important to figure out “how to get people to buy,” but consumers are genuinely concerned about factors such as ease of use and cost-performance, so we delve into the information that people really want to know.
How do you uncover the honest opinions of consumers?
InoueWe incorporate the discomfort we personally feel and collect information on Instagram and X as well. Our editorial team always conducts market research, checking out various stores before purchasing products for testing.
We monitor what kinds of products are being sold and gather insights from the behavior and conversations of shoppers, which can spark new ideas.
Since the customer base and product trends differ from store to store, we take these factors into account as we consider the honest opinions of consumers.
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When choosing items to test, what do you keep in mind?
InoueWe try not to be overly influenced by trends. That said, trending information is something our readers want to know about, so we do include items that are buzzing on social media or new products, provided they fit the theme of our editorial projects.
For instance, when “serum foundation” became popular at the end of last year, the trend was all about being “dewy” and having a “bare skin feel.”
However, our survey revealed that while people did like the bare skin feel, coverage was also important to many. So, in our review, we focused on “just right serum foundations” that balance a bare skin feel with coverage.
Even when handling trendy products, we thoroughly examine whether the trend aligns with what general users want and incorporate that into our projects.
Are you conscious of the price range of products?
InoueIf the project theme includes price, I will select items accordingly. For example, if it’s “cost-effective serums under 5,000 yen,” I will choose products within that price range. If it’s “trending items you need to know now,” I will pick products regardless of the price.
Another thing I keep in mind is not to overly favor big brands. After joining the company, I often encounter brands I didn’t know before.
Small and medium-sized manufacturers might not be able to advertise extensively, so sometimes I come across good but unknown products in stores. There have been instances where a product I randomly discovered ended up being the top pick after testing.
When I informed the manufacturers of these results, some decided to continue selling their products instead of withdrawing due to poor sales.
I believe it’s meaningful to provide information that’s difficult for everyone to obtain, so I make an effort to visit stores and view various products in person.
Could you tell us about any challenges you face in presenting the test results?
InoueDuring shooting, I pay attention to lighting to ensure the results don’t look too enhanced. Unlike cosmetic ads that aim to make the product look as good as possible, we make sure to honestly convey any negatives, like lack of glitter or weak coloration.
We don’t layer makeup or retouch images to improve the appearance. While printing might make colors look slightly different, we strive to show colors as close to reality as possible.
Also, since "LDK the Beauty" is not an academic magazine, we incorporate easy-to-understand illustrations to make reading and viewing enjoyable.
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