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KumazawaThree years before the product was to be launched, the "alterna" side was contacted by the buyer at the time. It is quite rare, but despite the fact that the brand had no name recognition prior to launch, they were attracted by the unique concept and eye-catching package design, which were not found in conventional skincare brands, and decided to introduce the product at the Ginza and Shinjuku stores of "BARNEYS NEW YORK" on the spot. The product was often out of stock as soon as it went on sale, and two and a half months later, it was rolled out to all "BARNEYS NEW YORK" stores. This is an exceptionally quick turnaround.

HashimotoIn the case of UNITED ARROWS, when we reopened our Roppongi Hills store, one of our largest flagship stores, last year, we approached "alterna" to develop a new genre of skincare and fragrance for men.

Although each person is different in some respects, I was concerned that, in general, men take care of their appearance but do not pay much attention to skin care. At the time, some of the male staff working in the stores said they washed their face with water and did nothing for skin care, while others said they were concerned about acne and rough skin after shaving, but did not know what to buy.

In such a situation, I found "alterna" to be a fresh style of "shared cosmetics" that can be shared with girlfriends and wives, with effects suitable for all skin conditions, whether male or female. In fashion as well, there is a trend to freely enjoy sharing clothes regardless of gender, such as when a girlfriend wears his shirt.

fountainAt "FROM WHERE I STAND," some women buy the products and give them to their husbands, and vice versa. In the case of our company, we have "alterna" as an amenity in the suites, and there are many cases where guests like it and buy it at "FROM WHERE I STAND," which is attached to the hotel.

fountainAs more and more male models and influencers introduce their favorite cosmetic products on social networking sites, more and more men are taking an interest in skin care.

KumazawaCertainly, the sense of resistance is clearly decreasing. In fact, some of our male customers are so knowledgeable about skincare that I, as a woman, can learn a lot from them.

fountainWhether you are a man or a woman, if you are recommended to use a product by someone with beautiful skin, you will want to use it. It is important for the person providing hospitality to be clean. And smooth skin is definitely more attractive (laughs). (Laughs.) A person with a clean skin is a nice person.

fountainThat's exactly right. When I talk to customers in the store, I tell them that if they use "alternatives" every day to clean their skin, they will be popular with the ladies (laughs).

KumazawaBy improving the quality of the skin itself, even your feelings become more positive, don't they? Just like in fashion, if you wear your favorite clothes, you can enjoy the whole day, and if your skin is in good condition, you feel good all day long (laughs).

KumazawaBarneys New York has many customers around 40 years old, but there are also younger customers who come to the sales floor to buy "alterna" products. We are seeing an increase in the number of customers of an age group that we did not have many before.

HashimotoWe first had a male staff member use the product, and we heard that he had been suffering from a lot of acne, but his condition improved after he started using "alterna". It is helpful for customers to hear recommendations from people who have seen real results.

fountainThe affordable price, which is easy to repeat, is also attractive. Many people buy a full set of essence, day cream, and night cream.

HashimotoOf course, using the full set is fine, but it's also important to be able to tell people to add it to their regular skin care products. And for men, the fact that they claim it is effective for aging and skin problems caused by fatigue and stress really resonates with me. It's hard to find effective skincare for tiredness and stress.

fountainThat's for sure. Also, the design of the bottles is also very nice. Many cosmetics are feminine and decorative, but "alterna" products are so stylish that they would not look out of place in a man's room. It's not that they are easy for men to use, but rather that they encourage men to want to use them! The buzz on social networking sites has been amazing.

KumazawaWhen "alterna" was introduced on an influencer's Instagram about three years ago, many people showed their smartphone screens and asked for it. At the end of last year, when we had a pre-sale of the new cream at Barneys New York, there were customers lined up even before the store opened.

HashimotoI like the small number of steps: wash your face, put on the essence, and if it is not moisturizing enough, put it on again and you are done.

fountainI use a day cream and a night cream for my lotion depending on the day, and sometimes I use a double cream when my skin is not in good condition. When my skin is not in good condition, I sometimes use a double cream. When I went to Okinawa the other day, I used the lotion and day cream all over my body as a sun protection.

HashimotoWhen I get sunburned, I also use essence as after-sun care because I don't want to get flaky skin.

KumazawaI feel that the combination of essence and day cream prevents sunburn and improves the skin's skintone. I don't like the sticky feeling I get when I put on cream, but I like the fact that "alterna" is absorbed into the skin and doesn't feel sticky or filmy. The night cream can also be used as an eye cream when used in parts.

fountainThere are still very few men's beauty references out there. No matter how cool their hairstyles are, some of them do not pay attention to their skin. I hope that more men will take this opportunity to try "alternatives" and have beautiful skin.

HashimotoI would like to see an era in which men take skincare habits for granted, just as they brush their teeth and eat every day. It may be difficult for men to take care of their skin as meticulously as women do, but I would like to see men actively adopt items such as "alternatives" that are easy to care for.

KumazawaI also recommend that you give "alternatives" as a gift along with clothes and accessories for Christmas and Valentine's Day. I would be happy if men would take care of their skin without being shy about it.