Started development of cosmetics business
I want to create cosmetics made from Euglena
In May 2013, Ando made a powerful proposal to management.
"Now is Euglena 's" start of euglena cosmetics business "!"
Ando joined the company in February 2006, shortly after the founding members Mitsuru Izumo and Kengo Suzuki succeeded in mass culturing Euglena outdoors for the first time in the world. The product has not been made yet, and it was time to "start the Euglena market from scratch".
After joining the company, Ando did whatever he could. In 2007, as a manager of the food business launch, he spent days working with Fukumoto to develop OEM customers (our company manufactures products and sells them under the brand name of the client company). After accumulating muddy sales efforts and being blessed with a tailwind such as a capital tie-up with ITOCHU, the food business such as OEM has grown rapidly since then.
However, at this time, Ando felt a sense of crisis rather than being satisfied with the results of the business. At that time, the business that Euglena was doing was practically only the food business. Efforts to commercialize biofuels using Euglena are still in the research stage, and it has been a while before they started to operate as a business.
"Things that have grown rapidly are at risk of plunging. Now that the food business is booming, we should set up another pillar to strengthen our management base."
-Thinking that way, I proposed to launch the "Euglena cosmetics business".
Toward the commercialization of cosmetics
Euglena has been conducting research on the use of Euglena as a cosmetic material since its establishment in 2005, and in 2008, the extract extracted from Euglena (hydrolyzed Euglena extract "Rejuna ™" 』) Has been found to work to effectively improve skin turnover.
At the beginning of 2012, Ando proposed to management to start a new business with cosmetics using Euglena.
But the answer is "NO". For Euglena, which was mainly in the food business such as OEM of supplements at that time, it was judged that it was too early to develop cosmetics in different fields and under its own brand.
Nevertheless, Ando did not give up, investigated the successes and failures of new cosmetics entrants over the past five years, and repeatedly tested hypotheses for success.
And in May 2013, Ando, who had the verified report, made a proposal to the executives again.
"You should make and sell cosmetics using Euglena now!"
Commercialization of cosmetics that starts to move
In the fall of October 2013, a cosmetics business team was established in-house. There were only two people in the team, but the fire was cut for commercialization.
But Ando was worried.
"We have begun to move toward commercialization, but the important thing is how to create valuable products, convey their value, and sell them ..."
Even when I was sleeping, I dreamed of cosmetics, and I continued to think about my business. Certainly, the food business has been doing well with the topic of "Euglena being eaten", and the name of Euglena has improved. Even so, when it came to the cosmetics business, I thought that the method was different from marketing and product development, which only strongly appealed to Euglena.
"Our underlying idea of" making yesterday's impossible possible with biotechnology "will surely remain the same. If the" unchanged idea "from the company's founding is closely linked to the product as an identity. , I think we can make it a "brand that lasts for 100 years" ...! "
Ando decided to create a brand centered on the company's vision without including the words "Euglena" and "Euglena" in the name of the cosmetics brand.
We also focused on beauty salons as a sales destination for cosmetics. This is because it already occupied a large share of the sales channel for euglena supplements.
"If you're buying supplements, you won't be surprised if you use Euglena as a cosmetic product ..."
Ando's prediction was right.
In March 2014, Euglena 's first cosmetics brand "BCAD" was finally launched. As a product that connects Euglena, which has existed since BC more than 500 million years ago and has been the source of life on earth, with modern cutting-edge technology, named after "BC" that represents BC and "AD" that represents post-BC. I named it.
Currently, the "BCAD" skin care series is sold at about 1,000 beauty salons (as of May 2017).
In addition, Euglena has several cosmetic brands, and the cosmetics business is expected to grow further as one of the main businesses of the healthcare sector.
Ando is still enthusiastic about his work today in order to convey Our feelings of Euglena 100 years from now.
Posted in June 2017 * Product image is the design at the time of publication
~ Hydrolyzed Euglena extract
About "Rejuna ™"
- Healthcare Business Headquarters
Technical director Takashi Ando
Joined the company mid-career in February 2006. Since 2014, he has been mainly involved in the cosmetics business from launch to product development, launching numerous brands such as "BCAD".
"Biotechnology may seem difficult, but we are trying to create products that will make people feel more familiar with them."
Find the material to save.
Euglena, which no one can do
Establish outdoor mass culture technology.
Raise it to the 30 billion yen market.
Lunch for all elementary schools.
CO emitted from the chimney 2 so
Euglena cosmetics business
Japan's first bio-jet fuel
Build a manufacturing plant.
The name of "Euglena"
Use it as a weapon.
Euglena in China
Solve the poverty issue in Bangladesh with the Mung Bean Project.
Develop a new product with Takeda using Euglena.
Cultivate Euglena using sewage in sewage treatment plants.
Create a set of guiding principles for euglena’s employees.
Cultivate Euglena using Japanese proprietary technology.
Aim to create an office that promotes a pleasant working environment for our employees.
Establish the Yugurin Nursery School next to our office.
Contribute to community revitalization on Ishigaki Island with Euglena.
Raise awareness of Euglena
Jointly develop new products
Open a Euglena café on Ishigaki Island.
Raise Hinai chickens using Euglena as animal feed.
Diesel fuel with euglena
Put it to practical use in collaboration with Isuzu Motors.
Produce biofuel using Euglena.
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The world's first euglena and chlorella
Obtain ASC-MSC algae certification.
Build synergy with group companies.
With new friends
Make people healthy at the genetic level.
Launch a processing plant for Euglena supplements.
Contribute to community revitalization on Ishigaki Island through the power of science.
Develop new Euglena core cosmetics.
Contribute toward solving food shortages among Rohingya refugees.
Beauty ingredients derived from Euglena
Elucidate the research.
Supporting students in taking on challenges!
Start all-year-round recruitment.
Acquire Halal certification for Euglena and Chlorella.
Euglena that extends healthy life expectancy
Discover the possibilities.
Taketomi Island prawn farming business
Drive your car on Euglena biodiesel fuel at the G20 Karuizawa.
Plan a mascot character to communicate the appeal of Euglena from Ishigaki Island.
Recruit and select CFOs (Chief Financial Officers).
Domestic Kalahari watermelon