09.17.09
A Good Case for the U.S.
Japanese company DHC brings its interchangeable cosmetics, fragrances and cases to the U.S.
By Veronica MacDonald, Associate Editor
Japan has brought more than sushi, cars and electronics to the United States. Catalog company DHC has introduced its innovative personal care products as well. The company, which is said to be the No. 1 mail-order skin care company in Japan, has taken root in San Francisco as DHC USA.
The products are presented to American consumers in a full-color catalog that showcases a wide line of skin care, color cosmetics and fragrance products.
When it comes to some items, choice isn’t limited to color or scent. The new Lip Creation line, already popular in Japan, offers versatile, trendy packaging. Two interchangeable, aluminum outer cases are available, round or square, to hold the lipstick. Each of the 24 lipstick refill shades features an insertable canister and cap to protect the lipstick during shipping or personal at-home storage.
“These packages were time-consuming to create, since it was necessary to make a separate package for each color,” recalled Gary Gauntt, president of DHC USA Inc. “The two shapes we used for the cases, circle and square, are fundamental shapes in design, and we believe that these shapes will be liked by everyone.”
The outer boxes for the Lip Creation refills were designed with a colored stripe that corresponds to the product shade so consumers can see what color is inside.
The company also offers interchangeable 0.16-oz. eau de parfums in six fragrances with five different choices for outer cases. The atomizer cases are diverse, ranging from a simple silver look to a retro floral design with a white background.
“The bottle and outer packaging of the eau de parfum vials and atomizer cases were designed to match the overall brand image of the company,” Gauntt said. “The scent of each fragrance was also taken into consideration.”
The fragrances, which are named (numbered, really) Fragrance 001 to Fragrance 006, contain sophisticated scents also designed to appeal to a range of consumers.
What to Do without Bricks?
Without a brick-and-mortar store, special care must be taken with the catalog. Individual images of the products and a palette of all the Lip Creation colors are carefully reproduced. “We try to match the colors in the catalog to those of the actual product as closely as possible,” explained Gauntt.
For the fragrances, an image of an eau de parfum vial is presented along with images of each of the five atomizer cases. There is an also an image of a vial half loaded into one of the atomizer cases to show how it is inserted.
For the timid, DHC USA offers six-shade samplers to try out the Lip Creation lipsticks. Executives said they provide more than a dozen uses per color, and they come in slim, portable palettes.
Portable Pieces
The Lip Creation and eau de parfum cases are made to travel well, whether through the mail or in a purse. Special finishes maintain a new look through many uses.
“We put an emphasis on the texture of the material (aluminum), giving it a finish that is matte with some shine and luster,” noted Gauntt. “This is to bring out a sense of luxury. We also finished the cases so fingerprints will not be noticeable.”
Executives said the materials used in packaging were chosen because they express the products’ special qualities. The company also believes in an element of fantasy in its beauty product packaging.
“We aim for designs in which, when a customer takes the product in hand, she or he will feel a sense of anticipation and superior beauty,” explained Gauntt.
Fine Designs
All of DHC USA’s products are produced in Japan and exported to the U.S., keeping the products globally consistent. Executives said DHC’s package designs are conceived and created by the company’s own designers. The final creative decisions are made by the chief executive officer.
Outside feedback is also very important to DHC. The product development department gathers opinions from female consumers.
“The products are then designed with these comments in mind, and final decisions are made by the CEO,” Gauntt said. “No DHC product, including the smallest of accessories, is ever sold unless the CEO himself is fully satisfied with its quality.”
In the case of DHC, quality comes first, which is reflected through innovative designs and products.