#Japan #Tokyo #men's skincare #OCHER #EXPRESS WORK-Lounge

Men's Grooming Revolution: A New Initiative in Tokyo

As businesses gradually shift back to in-person work environments, a new initiative for men’s daytime grooming is set to launch in Tokyo, offering a solution to the often overlooked area of skincare for working men. From June 2 to June 30, 2025, the men's skincare brand OCHER will establish a dedicated booth, termed the “Impression Repair Station,” at the EXPRESS WORK-Lounge, located conveniently above Tokyo Station, managed by JR East.

The Initiative: Addressing Unconscious Neglect

This groundbreaking project stems from research revealing that many men are increasingly struggling with their skin during work hours, yet fail to address these issues before important meetings. OCHER's initiative aims to encourage simple and quick skin care routines that can be completed in approximately 30 seconds, much like a quick touch-up for women. This response not only highlights the need for men's skincare routines in the workplace but also addresses the issue of “unconscious impression down,” a phenomenon where men unknowingly present themselves poorly due to skin issues.

Statistics show that over 80% of men report skin problems during the day. Alarmingly, two-thirds of them enter meetings without any form of skin care applied, leading to a drop in their self-image and confidence. The “Impression Repair Station” serves to mitigate these circumstances, promoting a new etiquette culture that integrates grooming into men's daily routines ahead of significant business engagements.

Project Goals

1. Behavior Change: By normalizing skincare habits during the day, OCHER promotes an “impression repair” solution that enables men to enhance their appearance with minimal effort. The approach recognizes the uniqueness of men’s skincare needs, which often differ significantly from women's.
2. Service Validation: The initiative is also focused on assessing the effectiveness of services in such a central location, paving the way for a potential broader rollout to major stations, airports, and coworking spaces in the future.
3. Market Growth: As men adapt to adopting skincare routines, the existing men's foundation cosmetic market, evaluated at approximately 438 billion yen, could expand by an additional 30 to 130 billion yen in the next five years through regular incorporation of daytime skincare.

Innovative Solutions for Diverse Skin Types

OCHER has developed innovative solutions to cater to different skin types, effectively addressing both oily and dry skin conditions:

• - Oily Skin Management: The brand utilizes key ingredients such as azelaic acid, oleanoic acid, and Enantia chestnut bark extract, targeting excess sebum production, reducing shine, and mitigating odor -- common challenges faced by men with oily skin.
• - Hydration for Dry Skin: To combat dryness, particularly prevalent among men, OCHER introduces “Nano Protein Capsules™,” an innovative formula that delivers essential amino acids to deeply hydrate skin, along with other beneficial ingredients like Bakuchiol and Vitamin C derivatives contributing to overall skin health.

Experts Weigh In

Dr. Tomoko Tanikawa, a dermatologist, emphasizes the importance of maintaining healthy skin for a favorable impression, especially for men whose skin often experiences both dryness and oiliness. She advocates the incorporation of skincare into men's daytime routines to achieve a clean and appealing look.

Kazuhiko Takizawa, Director of the Business Promotion Department at JR Central, notes the unique positioning of EXPRESS WORK-Lounge, stating that the location is heavily used by business professionals who require grooming solutions. He expresses hope that the outcome of this initiative will inspire new service offerings.

Hiroki Hattori, CEO of OCHER, recommends their all-in-one serum as a convenient and efficient solution for busy professionals needing quick skincare before meetings.

Conclusion

With the launch of the “Impression Repair Station,” OCHER is setting the stage for a cultural shift in men’s skincare, making it accessible during the workday. With National Men's Grooming Day around the corner, this initiative could redefine how men approach and incorporate skincare into their daily routines.

Explore more about the EXPRESS WORK-Lounge here and stay tuned for more updates from OCHER.

This campaign promises to revolutionize how men perceive and address skincare, blending convenience with effectiveness to cultivate healthier skin habits in professional environments.