Amidst the prolonged COVID-19 pandemic, remote work has given people more opportunities to take a closer look at their own faces, and more time spent at home to re-examine their lifestyle habits. We've also received many requests from customers at Isetan Shinjuku Store, Men's Building , who want to "take better care of their skin," highlighting the growing interest in beauty as an integral part of personal grooming.

Freelance announcer Genta Aoki, who himself is interested in men's beauty and shares his thoughts on YouTube videos and other platforms, will be joined each month by Kimura, the cosmetics buyer on the 1st floor Isetan Shinjuku Store, Men's Building to share the value and appeal of men's beauty.



In our first installment, we'll delve into "skincare routines you'll want to incorporate into your daily routine."

Thinking about the importance of skincare with Ms. Aoki

Aoki's personal belief: "Firm skin is like firmness in your mind."

--The series has finally begun. When did you first become interested in skincare, Ms. Aoki?


Genta Aoki (hereinafter, Aoki): I started to become interested in beauty 15 years ago when I joined Nippon Television as an announcer. During my university days, I wasn't interested in my own appearance or beauty. When male announcers appear on television, they also wear makeup, so that's what sparked my interest in the intricacies of makeup and skincare.

—Did you feel any discomfort with the makeup?

Aoki: When I do makeup for work, I've come to realize that "things get across better when you present yourself in a clean and polished way." I'm sure that busy business people put a lot of effort into creating beautiful presentation materials, but I feel that even just a little bit of makeup when they give a presentation can make a big difference in their persuasiveness.


—So, when you started wearing makeup for work, you also started paying more attention to skincare, right?

Aoki : Yes. My personal philosophy on skincare is that "firm skin reflects a firm mind." When things aren't going well at work or my lifestyle is irregular, it definitely shows on my skin. I believe that facing your skin is facing yourself. It might be difficult for men to suddenly start wearing makeup, but it should be easier to get into if you approach it with the mindset of "skincare."

I believe that 80% of daily skincare is "moisturizing and UV protection."

--Could you tell us about your daily skincare routine, Ms. Aoki?

Aoki wakes up, washes her face, and applies toner and moisturizer. Then, she uses different types of sunscreen depending on her activities for the day. If she's on location outdoors all day, she uses sunscreen with an SPF of 50, and if she's shooting in a studio, she uses one with a lower SPF.

—That's impressive. There aren't many men who actually put that into practice.

Men 's grooming might sound complicated, but I personally believe that it's basically "80% moisturizing and UV care." I'm 38 now, and I think about half of the men my age don't even do that, so I hope they realize how important skincare is sooner rather than later.

—So, that means that consistent daily care is very important, right?


Aoki: That's right. Moisturizing and UV care are a long battle. There's a big difference between taking care of your skin and not taking care of it. That's why you should start taking good care of your skin from a young age, and it's something that lasts a lifetime. When people ask me, "Ms. Aoki, how can I properly take care of my skin?", I answer, "Make it a routine, like brushing your teeth when you wake up and before you go to bed, and incorporate it into your daily life."

—That's very easy to understand.

Aoki: My hobbies are investing and beauty, and for both, I've set a goal of 65 years old. I have an image of the person I want to be about 25 years from now, and I'm enjoying working towards that goal now.

--So, before we introduce the skincare items, let's try the "skin analysis" offered at the Cosmetics section on the 1st floor Isetan Shinjuku Store, Men's Building .

Aoki-san's recommendations for skincare beginners

--The skin measurement results indicated "oily skin."


Aoki: I originally suffered from dry skin, and my dryness problems disappeared once I started moisturizing regularly. However, as I've gotten older, my skin has become oilier due to increased oil production.

--Are you taking any measures to address this?

Aoki is paying more attention to her diet and has switched to a facial cleanser for oily skin.

--This time, we'll introduce products that are easy for skincare beginners to use, from three perspectives: [Choosing time-saving and easy products], [Choosing by scent], and [Choosing by appearance and design].


Aoki: I myself am quite lazy, so I regularly use Shiseido Men's serum "Ultimune Power Infusing Concentrate," which is recommended in the section on "Choosing Time-Saving and Easy Products," because I prefer something that is "easy and simple."

In the section titled "[Choose by Scent]," I told them my preferred scents in advance, and they selected several lotions for me.

When choosing based on appearance, if you're unsure which product to select, it's perfectly fine to choose a design that inspires you. Customizing your bathroom sink with items you love can really lift your spirits.

[Choose something that saves time and is easy to use]

All-in-one and quick

For those who prioritize quick and easy skincare, we recommend an all-in-one product like "WOW Cream," which combines the three steps of toner, serum, and lotion after cleansing into a single product.





Aoki: When I tried the "WOW Cream," it was very smooth at first, and then it became smooth and dry over time. It feels light and non-greasy, yet it moisturizes really well. The scent is a refreshing citrus, and it has a luxurious feel. I'd love to receive this as a gift! (laughs)

[Choose by scent]

Since it's a toner I use every day, I want to be particular about the scent as well.

-- Finding your favorite scent that suits your taste will make it easier for beginners to make it a habit and start incorporating it into their daily routine.


This toner has a fragrance that makes you want to take a deep breath, making it perfect for use before bed.


Aoki: I requested to "choose by scent," and the "ATHLETIA Tuning Aroma Mist" from Athletia has such innovative packaging that it makes me want to try it. There are two scents, but I liked the 01 REFRESH & RESTART scent the best.

The act of spraying it on your hands and taking a deep breath to enjoy the scent before applying it to your skin is also refreshing. This could even be used for a quick pick-me-up during work.

--It's also recommended for relaxing before bedtime. You can't tell what the scent is from the online store, so please try it in-store.

[Choose based on appearance]

Package design is also a message. Let's arrange the ones we like.

—Many customers select packaging that matches the atmosphere of their room, from the perspective of how stylish it looks just by being there. We introduce the FIVEISM BY THREE skincare series recommended for men's skin, oltana , a skincare brand that is suitable for all genders, ages, and skin types, and BOTCHAN , which is attractive for its pop design that can be used by anyone regardless of gender.






When Aoki Fiveism by Three debuted, I was surprised by the packaging design. The stick shape, clearly intended for men, has a stoic feel to it, which is really cool. BOTCHAN has a colorful and stylish package, and oltana 's package gives off a powerful vibe; they're all unique.

The most important thing is to "encounter something that suits you, to find something that suits you."

I've been consistently sharing my love for beauty products on Aoki Media, and over the past five years or so, I've noticed an increase in interviews asking, "What are your recommended beauty products, Aoki-san?" While genderless and LGBTQ+ issues certainly play a role, I feel like there's a societal shift towards men's beauty.

—Even so, for shy men, beauty treatments might still be a high hurdle.

Aoki Men's Cosmetics has an increasing range of products, and many people may feel overwhelmed and unsure of what to choose. However, the most important thing is to find what suits you best. Each product has its own merits, so if you're unsure, the quickest way to find the right product is to ask a professional at the store. I believe that in the future, it will become commonplace for men to use cosmetics for skincare.

On YouTube, you can find skin measurements and even hear about Ms. Aoki's real-life skin concerns!

In this series, in conjunction with the featured articles on ISETAN MEN'S net, videos of Aoki and Kimura are released every month on the official Isetan Shinjuku YouTube account. In this "Skincare Edition," we discuss skin measurement, Aoki's own real skin concerns, and introduce skincare items that were not featured in the article.

The theme for next time, in October, is "Finding the perfect scent for you."

Next time, we'll learn about "fragrance," which is a part of personal grooming, as in "wearing a scent."

At Isetan Shinjuku Store, Men's Building we'll introduce our top recommended men's fragrances and room fragrances from our extensive brand lineup, as well as information about Isetan's fragrance festival, "Salon de Parfum," which will be held in October.



■Click here for a list of items featured in this special issue.

■Click here for a list of items featured in the video.

■Click here for the Mitsukoshi Isetan Online Store's "Cosmetics & Fragrances" special feature page.

■ Click here for the official Men's Cosmetics Instagram account

■ Click here for details on the "Skin Measurement Service"