In October 2019, it was decided that the product would be released exclusively at ISETAN MEN'S . The story behind the development of Fujifilm's "ASTALIFT MEN," which was made possible because Toshiki Toga actually used it and experienced its effects firsthand, is now revealed.



Nowadays, men's fashion and lifestyle magazines frequently feature articles on men's cosmetics. However, about 10 years ago, it was only mentioned once or twice a year, not even at the beginning of the magazine, but only briefly in the third or fourth feature, or in the bonus pages at the end. In those days, there was one men's magazine that published features and serial articles on men's cosmetics. That was "MEN'S CLUB," where Toshiki Toga served as editor-in-chief.

She has actually used cosmetics that she purchased with her own money, acting more as a "guinea pig" than a model, and introducing their effects in the magazine. This includes not only men's cosmetics but also women's cosmetics, and sometimes cheap cosmetics that can be bought at convenience stores to luxury cosmetics used by Hollywood celebrities. She has also introduced a "flirting" technique, such as carrying around a hand cream from a certain high-end cosmetics brand that costs 10,000 yen a bottle, using it herself, and then giving it as a gift to a woman she is sitting with at a meeting, showing not just beauty tips but also how to have a relationship with cosmetics.

Toga, who personally experienced its effects and has been promoting it everywhere as an evangelist, says that Fujifilm's "Astalift" is a brand that has gained overwhelming support from adult women. If you know any women who use it, I encourage you to ask them about its effectiveness.



Mr. Toga has been involved in the development of the "ASTALIFT" men's skincare series. And finally, this autumn, "ASTALIFT MEN," for which he was involved in everything from the product lineup to the packaging design, is complete. We spoke with him about the full details of the product, which will be exclusively launched at ISETAN MEN'S .

Despite having only five weekends a month at most, she enjoys playing golf six or more times, and despite only having seven days in a week, she attends eight business dinners. Her vibrant, energetic smile is truly healthy. Could her glowing skin be thanks to "Astalift"? What led Ms. Toga to start using cosmetics in the first place?

"Actually, just between us, my family has a history of hair loss. Or, to put it bluntly, we're thoroughbreds of baldness."

Toga-san immediately put everyone at ease with his frank and open talk. His renowned service-oriented spirit, which is well-regarded in the industry, remains as strong as ever.


"I think that starting to take care of my scalp at a young age was what sparked my interest in cosmetics. I've worked as an editor for several magazines, and men's magazines always have a hair care feature, right? But that alone isn't enough to fill the pages, so we also create cosmetic pages. I started trying out various cosmetics myself, and that's how I got hooked."

During his 10 years as editor-in-chief of "MEN'S CLUB," he lined his desk with cosmetics and tried them out almost every day. The effects of these products were meticulously featured in the magazine, which is said to have led to advertising from cosmetics manufacturers. However, Toga's use of cosmetics wasn't for sales purposes. As mentioned earlier, he coined the term "Beautiful Man" and wrote numerous feature articles about it, even modeling the products himself to talk about their effects. His passion for cosmetics was featured on NHK's "Tokyo Kawaii☆TV" in 2011, and he achieved the remarkable feat of ranking first overall in that year's "Shocking Kawaii☆Ranking." Thus, Toga Keishiro's position as the undisputed cosmetics boss, or rather, cosmetics editor-in-chief, was firmly established.

So, how did Ms. Toga first encounter "ASTALIFT"? Was it perhaps one of the items featured in a special article?

"Hmm, I think I first encountered it because someone told me about it. Was it a woman somewhere?"


His initial answers were somewhat hesitant, but from this point on, he answered clearly and concisely.

"I felt the effects immediately after using it. With regular cosmetics, it usually takes about a month of use before you start to notice a difference. It varies depending on age and individual differences, but it's generally said that it takes about a month of various treatments to see results for your skin concerns. But with Astalift, I remember being shocked by the immediate difference I felt after using it."

Ms. Toga was impressed by Astalift's pre-serum, "Jelly Aquarista." It contains the natural ingredient "astaxanthin" at the nano level, allowing it to penetrate deep into the stratum corneum of the skin. When used after washing your face, it makes subsequent beauty ingredients easier to absorb. Astaxanthin has high moisturizing effects, but it is a difficult ingredient to incorporate into cosmetics. Fujifilm has used its proprietary technology to micronize this product, improving its penetration (to the stratum corneum) and making it possible to incorporate it into cosmetics. Incidentally, astaxanthin is red, which is the image color of Astalift.


"Originally, you're supposed to use the jelly first, then lotion and emulsion, but I tried it myself and found that the jelly alone provides enough moisture. So in our cosmetics feature, I introduced it with the tagline, 'This one product is all you need!' I think if I hadn't actually used it, I would have only been able to create the same old pages, like using pre-care cosmetics first, then lotion, emulsion, and serum."

Because she is a user herself, she can share the effects she has personally experienced in the magazine. It's the same as how someone who has worn many different clothes can talk about fashion. A magazine that talks about clothes without buying or wearing them lacks credibility. Ms. Toga's beauty feature, based on her real-life experience, had undeniable persuasive power.

"While all this was going on, one day I got a call from someone at Fujifilm, and we actually met, but at that time I said, 'You're late!' (laughs). Because by then I was already a heavy user of Astalift."

The development project for a men's version of "Astalift" was immediately launched. While the product's functionality was a key consideration, Mr. Toga's opinions were heavily reflected in the promotional aspects.



The key visual features the lion, the king of beasts, embodying both elegance and strength, as a motif that evokes the image of a sophisticated man. The tagline is a challenging message: "Where do you think you're going with outdated skin?"

As a male trait, they tend to readily accept opinions from people they admire or advice from people they don't understand. This product aims to appeal to that male sensibility and pique their interest, encouraging them to use it.


"Our men's jelly contains two ingredients not found in the women's version, focusing on skin concerns unique to men. One ingredient soothes skin that tends to dry out from sun exposure and shaving, and another that balances men's skin, which tends to have more oil than moisture. The fragrance has also been changed from the women's Damask rose to a refreshing citrus green scent for men. I think some women might like this scent too."

Mr. Toga also paid close attention to the packaging design. The color scheme, based on jet black with a gradient of red, the brand's image color, makes it instantly distinguishable from other brands. As I was writing this article, news of this year's Good Design Award also came in. At the ISETAN MEN'S store, a limited number of sets (100) will be sold that include a special pouch made specifically for this product. Moreover, the pouch is made by Zanellato, a renowned Italian workshop, making the pouch itself valuable.



"Even if you wear nice clothes, drive a nice car, and live a comfortable life, if your skin isn't radiant, I think it all goes to waste. I think wanting to stay youthful isn't just about looking young, but about being able to shine from within."

His face, tanned and radiant as he spoke so vividly, was tanned, yet his skin was healthy and free of any signs of trouble. Even though the interview began after 9 PM, he appeared with clear, glowing skin. Mr. Toga Keishiro is 52 years old.