Business Development of FANCL Corporation – As a Pioneer of additive-free cosmetics and health food business
03rd May 2018
On the afternoon of April 13, 2018, at VNU Vietnam Japan University, a special lecture entitled “Business philosophy of FANCL Group - The pioneer in additive-free cosmetics and health food business” was delivered by the Vice Chairman of the Board of Directors cum Chief Executive Officer of FANCL Corporation, Mr. Kazuyoshi Miyajima.
This is part of a series of special lectures organized by VJU. Speakers of these lectures are scholars, politicians
Mr. Kazuyoshi Miyajima, Board Vice Chairman and CEO of FANCL Corporation
Product quality as the determinant in winning customers’ trust
FANCL’s entrepreneurship idea is driven by negative effects of cosmetics. In the 1970s, cosmetic damages to the skin became a critical problem in Japan. With components such as parabens and additives, instead of enhancing the users’ natural beauty, the products caused skin irritation, cell damage, and accelerated skin’s aging. From his own wife’s skin problems, Ikemori Kenji, the founder of the company, was determined to build FANCL with the desire to bring safe products to its users.
The biggest highlight of FANCL is providing a full range of activities covering all stages
As a testament to FANCL’s stringent quality assurance is that in early days, most of the company's products were in the form of small-sized 10-milliliter vials. The purpose of this is to ensure that customers are able to use them up prior to deterioration, normally within a week, although this increases the cost of production. In order to increase the volume from 10ml to 30ml as it is today while maintaining the quality of products, FANCL has had a track record of R&D excellence for over 30 years. According to Kazuyoshi Miyajima, “This is the key to helping us build our customers’ trust.”
Customer-centric - The tactic to overcome all difficulties
In its business history, FANCL has experienced numerous difficulties. When it started developing food supplements extracted from honey at affordable prices, the Company has encountered a wave of protest, accusing them of dumping because this product line is normally sold at a high price in Japan. However, Ikemori knew that in the United States and other countries, these food supplements were available at a reasonable price, and so FANCL persisted in maintaining the price which best reflects production costs. Besides, FANCL also changed the name of the product to Supplement, which precisely
When first making its debut, given differences with the products then available on the market, FANCL’s additive-free and preservative-free cosmetic line raised some suspicion: Whether they were really free from any preservatives with only the date of manufacture being stated, not the expiry date (although FANCL recommended that users only use the product within 1 week after opening the lid). While similar products are packed in 50ml to 125ml packs, FANCL’s product was only about 10ml, was it standard or not? Beyond all of these doubts, FANCL managed to reinforce the user experience. The users’ reviews confirmed the quality and value of products manufactured and distributed by FANCL, helping FANCL continue thriving in the market.
Unique business philosophy - the path to success
In his lecture, Vice Chairman Kazuyoshi Miyajima shared two special business philosophies of FANCL corporation: “Business means innovation,” and “Standalone business line cannot sustain.” These are all philosophies and messages of founder Ikemori Kenji, which are inherited and developed by the company up to today.
With innovation, no copycat mindset, FANCL has pioneered the development of additive-free and preservative-free cosmetics and food supplements. Cosmetics are packed in Ample vials, with no expiry date, and made available to the customers via postal delivery or
“We hope that once you are in the business, everyone shall pursue independence, innovation, self-identity, and always lead the way,” said Kazuyoshi Miyajima.
He also added: “In an ever-changing society,
Opportunities for young people in Vietnam in general and VJU students in particular
FANCL’s success is not restricted to
With the aim of developing in the international market, Kazuyoshi Miyajima said that FANCL always
At the end of the lecture, Kazuyoshi Miyajima said: “It is delightful to see many students in Vietnam Japan University love Japan and look forward to working in Japan. You are always welcome at FANCL. People grow
In appreciating the lecture by Vice Chairman, VJU Rector, Prof. Furuta Motoo shared his thoughts: “Vietnam Japan University attaches great importance to the effective and practical training quality. Therefore, the companionship of such industry leaders in high tech applications as FANCL is extremely essential for the students and brings them with new opportunities.”
This special lecture will not only help VJU’s students in particular and interested participants
FANCL is a Japanese company specialized in the research, production
Currently, FANCL is headquartered in Yokohama, Japan, with more than 430 local and international brand stores, with annual sales of up to 1,000 billion yen. In Vietnam, FANCL is present in over 160 Family Mart stores as well as Aeon Mall.