News Releases

Otsuka Pharmaceutical Co., Ltd.

August 21, 2017


Extremely Fine-textured Foam Facial Cleanser
Introducing UL•OS Face Wash for Skin Care
Evolution of Face Wash from “Cleansing” to “Skin Care”

  • New extremely fine-textured foam face wash makes it easy for even inexperienced users to cleanse quickly and gently without potential damage from scrubbing. A highly effective facial cleanser that lifts away oily secretions characteristic of adult skin, UL•OS Face Wash for Skin Care is scheduled for nationwide launch in Japan on August 21, 2017.
  • Despite steady growth in the market for men’s facial cleansing products, approximately 40% of middle-aged or older men have never used facial cleanser, while more than 50% of users indicated that they “do not wash with foaming lather.”
  • Cleansing is an important element of a healthy skin care routine. With the addition of a facial cleansing product “for skin care,” UL•OS promotes appropriate cleansing to support middle-aged men who seek to maintain healthy skin.

 Otsuka Pharmaceutical Co., Ltd. (Head Office: Tokyo, Japan; President: Tatsuo Higuchi) has announced the launch of UL•OS Face Wash for Skin Care, a new addition to the UL•OS brand of total body skin care products addressing the concerns middle-aged men.

 The market for men’s facial cleansing products is steadily growing*1, and men are becoming increasingly aware of the benefits of facial cleansing. However, in an Otsuka Pharmaceutical survey regarding use of facial cleanser, approximately 40% of respondents in their 30s through 50s indicated that they wash their face with water/warm water only or use soap instead of facial cleanser*2. Asked about facial cleansing methods, more than half of facial cleanser users in their 40s through 60s indicated that they do not wash with foaming lather*2.


 In general, washing away soil is thought to be the purpose of facial cleansing, but from the viewpoint of healthy skin, cleansing is positioned as an important element of skin care, preparing the skin so that products applied after cleansing can penetrate effectively.
 Cleansing without using facial cleanser or scrubbing without working up a foaming lather may lead to skin damage, contributing to irritation, inflammation or excessive pigmentation. Insufficient lather also weakens cleansing effect, leading to concerns about residual impurities.
 Based on the new concept of a facial cleansing product “for skin care,” new UL•OS Face Wash was developed as a cleansing foam for facial use that makes it easy for anyone to incorporate appropriate facial cleansing in their daily routine. Characterized by extremely fine-textured foam with a gentle yet thorough cleansing effect, this new aerosol facial cleanser can be dispensed with a single push. Able to do double duty as shaving foam, it is a welcome addition to a busy man’s skin care regimen.
With the addition of this new facial cleansing product “for skin care,” UL•OS reinforces its position as a total body skin care brand supporting middle-aged men who seek to maintain healthy skin.

*1 Source: Intage SRI, Men’s Cosmetic Products (in-house definition)
*2 Otsuka Pharmaceutical online survey of men with facial skin concerns (500 respondents), May 2017

Information in this news release was current as of the original release date.