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Japan www.mandom.co.jp Sales: $757 million Key Personnel: Motonobu Nishimura, executive president, representative director; Masayoshi Momota, senior managing executive officer, chairman of subsidiary, director; Yoshiaki Saito, managing executive officer, director; Ryuichi Terabayashi, managing executive officer, director; Kazuyoshi Okada, managing executive officer, director; Yasuaki Kameda, executive officer, director of second chain stores sales; Hiroshi Kanayama, executive officer, director of second product development. Major Products: Men’s toiletries—Gatsby, GB and Lucido; Women’s toiletries—Fraiche, Treatia, Lucido-L, Produce, Pixy, Baby Veil, Cleansing Express, Aroma Breeze and Simplity. New Products: Gatsby Moving Rubber Hair Wax, Lucido-L Designing Pot, Lucido-L Foaming Hair Color. Comments: Net sales for the fiscal year ended March 31, 2012, rose 4.4%. This was the second year in a row of record revenues for the group. Mandom attributed the positive performance to gains in its core domestic Gatsby line of products, as well as strong sales of women’s cosmetics products at its Indonesian subsidiary and increased sales at other overseas subsidiaries. On March 1, Mandom established Mandom Corporation (India) Private Limited, its 11th overseas subsidiary. The unit will lay the foundation of, and further expand, its cosmetic business in the fast-growing Indian market, the company said. Along with its business, Mandom is looking to expand its global outreach—as seen in a boom in social networking as well as a new marketing campaign for its leading personal care brand, Gatsby. In 2011, Mandom Corp. opened two English-language Gatsby sites—a global website and a Facebook page—as a means of communicating with more consumers on a global basis. Gatsby, which was introduced in 1978, is a top-selling cosmetics brand among young Asian men. But there’s growing interest in the West for the looks Gatsby products help style and create, said the company. Consumers in Asia and the Westare posting articles and videos about Gatsby on the internet, including SNS and video-sharing sites, showing an increased interest for the brand and hairstyles groomed with Gatsby products. This year, Mandom kicked off a new campaign targeting worldwide consumers on its Gatsby English-language global website. In the campaign, the Japanese brand collaborates with the Yasutoko Brothers (Eito and Takeshi), who are half-pipe in-line skating world champions.
Japan www.mandom.co.jp
Sales: $757 million
Net sales for the fiscal year ended March 31, 2012, rose 4.4%. This was the second year in a row of record revenues for the group. Mandom attributed the positive performance to gains in its core domestic Gatsby line of products, as well as strong sales of women’s cosmetics products at its Indonesian subsidiary and increased sales at other overseas subsidiaries.
On March 1, Mandom established Mandom Corporation (India) Private Limited, its 11th overseas subsidiary. The unit will lay the foundation of, and further expand, its cosmetic business in the fast-growing Indian market, the company said.
Along with its business, Mandom is looking to expand its global outreach—as seen in a boom in social networking as well as a new marketing campaign for its leading personal care brand, Gatsby. In 2011, Mandom Corp. opened two English-language Gatsby sites—a global website and a Facebook page—as a means of communicating with more consumers on a global basis.
Gatsby, which was introduced in 1978, is a top-selling cosmetics brand among young Asian men. But there’s growing interest in the West for the looks Gatsby products help style and create, said the company.
Consumers in Asia and the Westare posting articles and videos about Gatsby on the internet, including SNS and video-sharing sites, showing an increased interest for the brand and hairstyles groomed with Gatsby products. This year, Mandom kicked off a new campaign targeting worldwide consumers on its Gatsby English-language global website. In the campaign, the Japanese brand collaborates with the Yasutoko Brothers (Eito and Takeshi), who are half-pipe in-line skating world champions.
Japan
www.mandom.co.jp
Sales: $670 million
Sales for the year ended March 31, 2011 rose 5% to $670 million at Mandom Corporation. Its men’s grooming business in Japan increased due to strong sales of Gatsby and GB; in Asia, sales rose due to favorable Gatsby results and advantageous exchange rates. In its women’s cosmetry business, sales decreased in Japan due to sluggish Lucido-L sales. However, in Asia, it increased thanks to advantageous exchange rates, despite sluggish Pucelle performance, according to the company. Mandom’s women’s cosmetics business declined in Japan as a result of the reduced number of products following item composition review, according to the company. The Pixy Makeup Series boosted business in Asia as well as advantageous exchange rates.
Mandom sold its Osaka-based subsidiary of Guinot Japan to Wamiles Cosmetics Inc. in October 2010, according to reports.
Japan www.mandom.co.jp Sales: $585 million
The consolidated sales for the year ended March, 31 2010 fell 1.6% to $585 million. This is explained mainly by the fall in local currency values across Asia resulting in the decrease in yen-denominated sales figures of overseas companies, which could not be offset by a growth in sales both in Japan and overseas that was powered by the core brand Gatsby, according to the company.
Regarding sales, the management at Mandom intends to do the following for 2010: promote the stable growth of core brand Gatsby; ensure further growth of women’s cosmetics; and strengthen sales increase on local currency basis in the overseas business.
Mandom’s sales were $552 for the year ended March 31, 2009.
The company makes Gatsby Moving Hair Wax, including the “Moving Air” variant, which users praise for its lightweight hold and crisp green apple scent.
$556 million for the year ended March 31, 2008.
To promote Lucido L, Mandom enlisted Moe Oshikiri, a top Japanese model known for her natural loosely set hairstyle, known on the street as the “Oshikiri Wave.”
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