As part of a collaborative promotion between men's cosmetics LAB SERIES and Panasonic 's electric shaver "Lamdash," which was held until June 14th (Tuesday) at the men's accessories section on the 1st floor Isetan Shinjuku Store, Men's Building a talk session titled "Men's Beauty & ISETAN MEN'S presents Summer Grooming Seminar for Men" was held on June 12th, hosted by Norihito Yasuda, editor-in-chief of the men's beauty and health curation magazine "Men's Beauty," and featuring Tomohide Uegaki of LAB SERIES, Katsuhiro Jinnai of Panasonic , and Reiko Yamamoto, Isetan Shinjuku Store, Men's Building Men's Building.


What are the current men's beauty trends?

Norito Yasuda: Thank you for having 20 participants today, exceeding our expectations. In the first half of the talk session, we will discuss the latest trends in men's beauty, and in the second half, you will experience total skincare using LAB SERIES premium anti-aging* line "MAX LS" and the latest model of Panasonic 's electric shaver "Lamdash". First, I would like to ask Mr. Yamamoto from Isetan Men's: What are the current standards of grooming that are expected of businessmen?
At Reiko Yamamoto's Isetan Shinjuku Store, Men's Building we handle both fashion and cosmetics, but 10 years ago, men primarily dressed up for the sake of appearance. In the last two or three years, I think there has been a growing awareness of "how one appears to others." General companies also consider personal grooming as an integral part of business skills and something that contributes to their corporate image.
According to Katsuhiro Jinnai of Panasonic, a survey on "men's grooming" was conducted among men in their 40s and 50s, and 80% of respondents expressed interest in grooming, with a growing awareness of "grooming that is not overdone and gives a clean impression to others."
Tomohide Uegaki: Nowadays, what's required is to create a positive impression on others. Men's grooming is judged from the perspective of, "Would I want to work with this person?"


What are the "grooming points" that beauty professionals pay attention to?

What are the grooming habits that Yasuda Jinnai and Uegaki keep in mind?
As Panasonic is a traditional home appliance manufacturer, we are conscious of creating a clean and professional image that makes a good impression on others and blends in with the surroundings.
Uegaki: My company has many female staff members, so I make sure to dress in a way that is not too fashionable within the bounds of business, but still appeals to women, and I pay attention to etiquette.
I'd like to ask Ms. Yasuda Yamamoto: what are the key points of "cleanliness" from a woman's perspective?
Yamamoto: The most common questions I get from men are about "nail care" and "oral and body hygiene." Women are concerned about scent, so I recommend subtle fragrances, and right now, given the season, "sunscreen" is selling well. Two or three years ago, men's parasols were a trend, but now sunscreen for skincare is selling well.


Yasuda , what are the best-selling skincare products right now at Isetan Shinjuku Store, Men's Building 1st Floor = Men's Accessories/Cosmetics?
In the Yamamoto LAB SERIES , the "Multi-Action Face Wash" is a consistently popular facial cleanser within the brand. It lathers well and leaves the skin feeling moisturized after washing, so it has many repeat customers. In terms of fragrance, the refreshing scent from the British fragrance brand PENHALIGON'S is popular.
How should I use and apply Yasuda fragrances effectively?
Since the fragrance of Yamamoto perfume rises from the bottom, I recommend applying it to your feet or to your chest after your morning shower, where the scent is more easily absorbed.
Uegaki : Also, I recommend spraying it around your waist before you get dressed in the morning. A subtle scent that lingers when you move is good manners when it comes to men's fragrances.


Once a man finds something he likes, he will seek out even more advanced products.

Yasuda: Men tend to incorporate products and care processes they like into their routines, right?
I hope that people will accept Uegaki skincare as something that's taken for granted. And once you start using it, you'll develop a desire to seek out "products that better suit your preferences and your skin," and you'll move up to higher-performance products. The "Max LS" that I'm introducing today is an anti-aging* line that is popular among fashion-conscious people in their 30s and 40s.
The same goes for Jinnai Shavers. The "ES-ST8N," a new model from the "Lamdash" series, is popular among people in their 20s due to its stylish design, but those who appreciate the ease of use and quality of electric shavers tend to prefer the models mentioned above.

In the second half of this event report, we'll show you what it was like to experience the total skincare touch and try out the products.

*Aging care = care appropriate for one's age.

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 1st Floor = Men's Accessories
03-3352-1111 (main representative)