With promises of flawless skin, Japanese skin care brands are coveted by US consumers. But the higher price points of many brands sold at department stores can be out of reach for some. The Mentholatum Company is making Japanese skin care available to more US consumers with Hada Labo Tokyo, which is stocked at mass retailers.
 
The US counterpart to Hada Labo, Japan's bestselling “perfect and simple” skin care range, Hada Labo Tokyo promises highly effective skin care without “unnecessary ingredients or additives,” according to the Mentholatum Company, which is division of Japan's Rohto Pharmaceutical Co., Ltd.
 
“Women recognize Japan as a leader in the beauty industry, yet few Japanese brands are present in this segment—we’re aiming to fill this gap,” said Katherine Tocheff, director of marketing and innovation for The Mentholatum Company. “Hada Labo Tokyo is the first Japanese skin care to launch at US mass retailers, so no other Japanese skin care brand has been as easily accessible as ours. Hada Labo Tokyo is perfectly positioned to meet a real consumer needs for uncomplicated, yet efficacious skin care line.”
 
As the brand has been ramping up its presence in the US mass market, Hada Labo Tokyo’s formulations are garnering attention. Its Ultimate Anti-Aging Facial Mask recently captured the 2015 Product of the Year Award in the anti-aging category.
 
“It is exciting to be recognized among so many other great products on the market, and the fact that this award is chosen by consumers is particularly exciting,” Tocheff told Happi. “The Hada Labo Tokyo Ultimate Anti-Aging Facial Mask has quickly become a favorite in the line and this award is a powerful endorsement of what we believe is a true innovation to the anti-aging skincare category. This award is also a tribute to the creativity and passion that goes into all of our products.”
 
The 100% cotton sheet mask drenches skin in a “full bottle’s worth of anti-aging serum to instantly boost hydration, smooth fine lines and visible refresh skin,” according to Tocheff, who also called out Hada Labo’s hero ingredient: hyaluronic acid
 
“What makes products in this line so different from others on the market—the mask included—is Super Hyaluronic Acid, Hada Labo Tokyo’s powerful combination of three types of hyaluronic acid. Super Hyaluronic Acid is a unique multilayer water-binding ingredient that deeply replenishes skin’s hydration,” she said.
 
And, at just $15 for a box of four masks, Mentholatum is banking on the mask’s affordability too.
 
“We’re really pleased to offer such a great product with great benefits and results, that’s also very trendy right now, at a price that makes it accessible to everyone,” she said.
 
According to Tocheff, growing distribution is a “priority for the brand.”
 
Most recently, Mentholatum announced expansion in the Northeastern US and Florida markets with Harmon Face Values, a wholly owned subsidiary of Bed Bath & Beyond Inc. Six products from the Hada Labo Tokyo’s lineup are now available in 235 Harmon locations including freestanding stores and “store within a store” locations in Bed Bath & Beyond.
 
“Since its launch at Ulta in 2013, Hada Labo Tokyo has seen great success and growth,” said Tocheff. “We are now available at Walgreens, on Target.com, and other great retailers. As consumers and retailers are taking notice, the brand is fast expanding its distribution and offerings every six months.”