McStress Relief

Mental health is one of the biggest concerns in Japan. People here are highly wound at the best of times, and the stresses of the poor economy have added to their woes. Which is why a bunch of brands are trying to resonate by telling people to chill out and have fun. In June and July, McDonald’s turned itself rose-colored for its cheer-up-Japan "Rose Campaign", with t-shirt giveaways and flashmobs in downtown Tokyo. Their Big Mouth contest online also let consumers vent their anger or offer messages of encouragement to fellow down-trodden youth, with the winner getting a year’s worth of free Quarter Pounders. Charlie Spreckley from FivebyFifty Consumer Intelligence, Tokyo says, "Young Japanese are resigned to the fact that their lives won't be as good as their parents'. Their prospects seem gloomy, so they'll grab at brands that make them feel happier or safer."

Old Cure, New Tricks

A collaboration between a traditional firm and new production agency aims to bring the health benefits of vinegar to a younger demographic, while tapping into the nostaligia of better times. Imazuya Co. is a storied Japanese vinegar manufacturer, in operation since 1882. Its brand was updated by MC Factory, to create the VISS® 1882 line of colorful fruit vinegar drinks. The products are available in two series: Healthy Style, with a fruit juice base, and Beauty Style, which contains CoQ10 and collagen. Both series are available in 11 flavors. This brand aims to bring style, fashion and additional functions to what has traditionally been a product consumed by an older demographic.

Full-Bodied Face Pack

Yumi, the president of a vitamin company, says that sales took a nose dive in Spring 2009, and as a result she cut back her own spending on facials and expensive skincare products. Instead she uses this new rose-scented Jewel Skin Pack. It is a jelly face mask that can double as a bath product, and therefore aid skincare all over the body. The mask’s ingredients include collagen and hyaluronan. After being applied to the face for 10-15 minutes, the skin pack can be peeled off and melted in the bathtub to enjoy a full-body collagen bath. Used once a week, the jewel pack makes the skin soft and moisturized. By combining the functions of a face pack with a bath treatment, this small Japanese company is playing with a new hybrid category. It remains to be seen whether consumers will see the product as more than a gimmick, but it’s an indication of the lengths manufacturers will go to to stand out in this fast-paced and overcrowded market.

Sweatin' with the Oldies

Japan has the largest percentage of "silver" people, (those aged 65 and above) coupled with the lowest birth rate in the world. Therefore, Kotobuki is now accommodating the masses by replacing once well-used playground equipment for kids with "Townscape Products", fitness equipment specifically designed for the "silver" population. Each piece of equipment is designed to work out different areas of the body in various degrees of difficulty for the elderly. Townscape equipment can be seen in public parks, nature trails and community centers throughout Japan.