TWANY, a brand under Kanebo and part of Kao Corporation's R8 brands, recently launched its first feminine care series, TWANY&me, in November 2023. The decision was backed by research that identified the significant growth observed in the Japanese feminine care market, referred to as the 'Femtech Gannen' or 'first year of the Femtech era.'
A Kao survey showed that many women aged 20 to 40 in Japan are interested in purchasing intimate care products. However, many of this demographic haven't used such products due to a lack of knowledge, accessibility issues, and discomfort discussing the topic. TWANY aims to address this gap by introducing specialized products and creating consumer awareness.
The TWANY&me line comprises a body wash and a body cream designed to cleanse and moisturize intimate areas.
Japanese Intimate Care Brands
Kao's TWANY Addresses the Growing Intimate Care Market in Japan
Trend Themes
1. Specialized Intimate Care Products - Opportunity for brands to cater to specific needs in the intimate care market by introducing specialized products like TWANY&me.
2. Femtech Era Growth - The rise of the Femtech Gannen presents a significant opportunity for brands to capitalize on the expanding intimate care market in Japan.
3. Consumer Awareness Initiatives - Addressing the lack of knowledge and stigma around intimate care opens up opportunities for brands to create impactful consumer awareness campaigns like TWANY's efforts.
Industry Implications
1. Personal Care Industry - The personal care industry stands to benefit from the increasing demand for innovative intimate care products like TWANY&me.
2. Healthcare Industry - Opportunities in the healthcare industry to tap into the growing trend of specialized intimate care products and services driven by the Femtech era.
3. Beauty Industry - Beauty industry players can explore new avenues in creating skin care and intimate care innovations to cater to the evolving needs of consumers in Japan's intimate care market.