# Japanese Intimate Care Brands Kao's TWANY Addresses the Growing Intimate Care Market in Japan By Kanesa D | Published 2024-03-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/twany References: [cosmeticsdesign-asia](https://www.cosmeticsdesign-asia.com/Article/2023/10/16/kao-owned-twany-seizes-opportunities-in-japan-s-fast-growing-feminine-care-sector) & [kanebo-cosmetics.jp](https://www.kanebo-cosmetics.jp/twany/twany_andme/)  TWANY, a brand under [Kanebo](https://www.trendhunter.com/trends/kanebo) and part of [Kao Corporation's](https://www.trendhunter.com/trends/kao) 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](https://www.trendhunter.com/trends/femcy)' 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. Image Credit: Kao ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 9% | Activity: 12% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Key Themes Behind This Trend - **Specialized Intimate Care Products:** Opportunity for brands to cater to specific needs in the intimate care market by introducing specialized products like TWANY&me. - **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. - **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. ### Where This Applies - **Personal Care Industry:** The personal care industry stands to benefit from the increasing demand for innovative intimate care products like TWANY&me. - **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. - **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. ## Related on Trend Hunter - [TCH Personal Care Brands](https://www.trendhunter.com/trends/antevorta.md) - [Japanese-Inspired Intimate Care Lines](https://www.trendhunter.com/trends/ikemen.md) - [Expansive Body Care Lines](https://www.trendhunter.com/trends/kiehls-personals.md) - [Intimate Wellness Brand Launches](https://www.trendhunter.com/trends/niches-nooks.md) - [Reimagined Menstrual Care Portfolios](https://www.trendhunter.com/trends/pads-and-liners.md) - [Gen Z-Focused Personal Care](https://www.trendhunter.com/trends/kiehls-3.md) - [Skin-Caring Intimate Products](https://www.trendhunter.com/trends/hey-sweet-cheeks.md) - [Intimate Care Travel Kits](https://www.trendhunter.com/trends/intimate-care-set.md) - [Menopause Wellness Lines](https://www.trendhunter.com/trends/made-with-tmi.md)