Global beauty company Kao Corporation has launched Unlics, a cosmetics brand for Gen Z men.
 
Unlics is a portmanteau of “unlimited” and CS (an abbreviation of curiosity). The brand responds to the desires of Gen Z men, whose interest in beauty goes far beyond simple grooming.
 
Branded under the slogan “hungry for beauty,” Unlics launched December 1 with two products: a clarifying make-up base called Impress Color Wear, which comes in four shades for the user’s desired color-control effect; and Aqua Hug Water, a fresh-feeling lotion containing hyaluronic acid, soymilk ferment solution and watercress extract for moisture retention.
 
A month later, on January 12, 2023, the lineup will expand with the launch of five different beauty serums that embrace the skin without feeling sticky or clogged, along with a reusable face towel mask.
 
Kao identified “fine texture,” “bright,” “clear,” and “cool” as the skin qualities most desired by Gen Z men. Every product in the Unlics lineup brings out those qualities by conditioning the skin to a “fine & cool” finish.

Communicating the Brand’s Worldview

Unlics will directly communicate the brand’s worldview to the digital native generation of beauty-conscious men. Video content will be released showing young men gaining confidence while applying makeup. The videos are designed to trigger curiosity in beauty and will be used to gain brand recognition, understanding and sympathy.
 
Also, three influencers have joined Unlics as brand partners who actively communicate the brand through live events on social media:
 

• Beauty blogger, YouTuber and Instagrammer Sena Kurumatani
• Former model and beauty writer Usuke
• Shoki, who is also known as ‘Prince Pearl’ due to his glowing skin and meticulous skin care techniques

 
Additionally, Kao has launched “Unlics Beauty Dig-Tionary,” a UX app for digging through beauty information while choosing from a menu of 20 different looks. Unlics Dig-Tionary demonstrates beauty techniques by displaying rotating headshots (180 degrees) and images of the skin in super-high-resolution zoom. Tailor-recommended Unlics products will be offered as in-app purchases.