Travel Lab

In May, DECENCIA, a sensitive skin brand run by DECENCIA, a subsidiary of the Paula Orbis Group, held a collaboration event with the “Light Skin Friends Association,” which has over 70,000 followers on X.

The title is “Descentia x Thin Skin Friends Association[Light and sensitive skin gather together!]A talk session to unravel your skin.” The event was a 2-hour intense time, attracting 17 community members who are highly interested in skin types, focusing on cream products, and focusing on the connection between sensitive and light skin.

Approximately 80% of participants have never used DESCENCIA products before, making this the first conversation for companies to talk to unknown people.

At the beginning of the event, representative Nishino Hidemi touched on the brand’s philosophy of “We want to eliminate skin inequity,” and introduced the definition of sensitive skin. In the discussion that followed, members of the “Light Skin Friends Association” and Descentia employees mixed in and exchanged opinions on their own concerns and everyday discomfort.

Many of the participants realized that Descentia’s “sensitive skin condition” was also applicable, and there were also scenes where unexpected sympathy was spreading.

In the second half, researchers from Pola Chemical Industry took the stage and introduced products that included visual elements, such as experiments using rose petals.

Three types of creams are the highlights, including “Descency Bright Lift Cream.”

In particular, Bright Lift Cream is designed to carry out three functions: whitening care, sagging impression care, and high moisturizing, and ranked number one in the popularity poll.

In addition, “Descentia Cream” and “Tsutsumu Face Cream” that utilize the original technology “Vita Cycle Veil®” were also shown, and participants said they were attracted to the fact that they could be used differently depending on the season and skin condition.

In a survey after the event, 94% of participants responded that they felt that they were in the definition of sensitive skin.

Furthermore, everyone praised the company positively, saying, “I would like to recommend the products to other members of the Light Skin Friends Association.” It shows that many participants were satisfied with the actual feel of the brand, resonating with the background of the brand.

At the end of the event, Ichi, the head of the “Light Skin Friends Association,” spoke about his desire to “enjoy beauty together,” and shared the brand’s philosophy and values that overlap with each other. In the future, Desencia plans to continue to expand opportunities to directly connect with a diverse range of users, while being close to the individuality of the skin.

An attitude of facing the worries and limitations of skin type head-on may attract more sympathy.