Business Talk Magazine

Japan has one of the most active and lively populations in the world. This is because the vast majority of its citizens favour a balanced diet that fosters synergy and inner tranquillity. The populace of Japan is noted for having vibrant, stunning skin besides being well. The abundance of healthy, organic ingredients in Japanese cosmetics contributes to this glowing skin. Japanese people were among the first to figure out organic skincare remedies and incorporate them into high-end skincare products. Simplicity combined with environment is a winning mix, and people in Japan prefer prevention over cures. Focusing on this, the Japanese skincare sector has almost erupted over the last couple of decades.

Their cosmetics are gentler on the skin and removes lesser natural oils. Many skin care companies have been carrying on this legacy of skin care for years. Nature’s Way is a pioneer of organic cosmetics in Japan. For years, the company has been steadily establishing a solid growth curve and exceptional name under the steadfast leadership of President and CEO Yoshiaki Hagiwara. Continue reading to learn how this staunch leader is setting new standards for organic cosmetics in Japan.  

Spearheading Years of Continuous Excellence

Nature’s Way entered the cosmetic sector back in the 1970s – A period when the mass population was ambiguous to the term “Organic cosmetics.” Due to this the firm had a slow start. Things started changing for the better in the early 2000s. Organic cosmetics became a centre of attention. As store shelves became stocked with cosmetic products claiming to be organic, it was confusing to understand which product was authentic. Nature’s Way broke through the clutter. Yoshiaki says, “It’s better to have a dedicated fan base than a large, shallow one during slow sales periods. Developing the first 100 is critical for any brand, no matter the time period. You can take your business to new heights if you can garner the support of 300 ardent followers after that.”  

When organic cosmetics was in its infancy, Nature’s Way spent time and investment to help people understand its benefits. Knowing its potential, they created content that had substance and could create enthusiasm. They also begun growing their own herb farm to use as raw materials for cosmetics (under Organic JAS certification). As soon as organic cosmetics began creating a buzz, Nature’s Way started breaking grounds in cosmetics market in Japan. 

Today, Nature’s Way is growing in leaps and bounds with a mission to provide safe and reliable cosmetics, and has built firm roots in the Japanese market. It has a strong presence in physical stores and on the e-commerce space. Nature’s Way also offers products from some of the best global organic cosmetic brands. It wholesales products from acclaimed brands like Sanders Perry, Weleda, Naturaglacé, Chant a Charm, Dr. Bronner’s, and Biolab.

A Panache for In-Person Engagement

Nature’s Way has a strong presence in eCommerce, but it puts more emphasis on in-store engagement. A strategic and flexible presence is essential for beauty firms to connect with consumers in a successful manner. Yoshiaki notes that although digital disruption has drastically changed beauty sectors, physical retail will always have a place in society. Real-world product testing is still regarded as more reliable. Customers can test a product’s stress level, smell it, and feel its texture. Cosmetic shopping is unique as it gives customers the chance to try products on before they buy them.   

With this in mind, Nature’s Way ensures every customer has a pleasant experience at its locations. Every one of their retail locations has an eye-catching design with plenty of unique items, areas for experimentation, and engaging experiences to give customers the thrill and sense of wonder they want. By doing this, the company can better service its customers while increasing its visibility and promoting the brand among the general public.

Actively Engaged in R&D Activities

Nature’s Way invests the same amount of time and resources in product research and development as it does in client engagement. It also bases its actions on both internal and external studies. The R&D team on board considers a variety of client input. When necessary, this helps them to understand and analyze the product. According to the CEO, their success largely stems from identifying their flaws and making improvements, which gives them the advantage they need to survive in this competitive climate.

The team also gathers a ton of data by examining global trends while concentrating on three areas. Europe is the first, especially France, Germany, Switzerland, and the United Kingdom. Germany and Switzerland are developed nations renowned for their state-of-the-art cosmetic advancements. The second is the USA, which consciously shapes the world’s cosmetics market and has a stable supply of the items. Not to be overlooked is Asia, where competitive markets are driven by the strategic influence of Chinese and South Korean cosmetics. By keeping abreast of their trends, Nature’s Way customizes its products and establishes new standards for the cosmetic industry. The R&D efforts also give them an edge over peers to succeed in the beauty industry.

The source of their Exceptional Products

Nature’s Way is committed to raising public awareness of organic beauty products on a constant basis. And a big part of this is the company’s herb farm. Yoshiaki explains that although policies exist for organic food goods, there are no explicit rules for organic cosmetics in Japan. Therefore, they follow the guidelines for organic food production when running and maintaining their herb farms.

The company commits to using sustainable methods. The CEO claims that creating genuine natural cosmetics requires careful soil cultivation. “The location of the herb gardens has a significant impact on how the items feel on the skin, even though consumers can sense the texture, scent, and packaging,” he claims. For this reason, they cultivate their plants in rich soil with clean air. The firm is also constantly researching new ways for soil preparation.

Yoshiaki Hagiwara – The Visionary Leader behind all this

“Leadership is the capacity to translate a vision into reality.” —Warren Bennis

Yoshiaki is a skilled leader, as seen by Nature’s Way’s impressive growth and innovation. As a leader, he has continually shown a desire to raise the profile of his business and the impact of natural, organic cosmetics. His years of working at the managerial level while upholding repeatability in his heart serves as fuel for this. Because of his keen awareness of accountability, he is able to effectively blend emotion and pragmatism when making managerial judgments. And on several occasions, he has shown his skill set.

Like any other business, Nature’s Way had disruptions during COVID-19. To counteract these challenges, the company established an internal social media studio and employed professional photographers and editors. This made its shift from B2B to B2C possible, which helped it sustain and stay afloat in a difficult time.

While helping the company stay resilient during crises, Yoshiaki also has a talent for inspiring team members. He is aware that each employee has unique, creative ideas that have the potential to be very profitable. Every six months, he meets and has deep discussions with his employees. This increases everyone’s visibility and participation while opening up a line of communication. His efforts culminated in increased public appeal for the firm, operational efficiency, and satisfied consumers.

Reaching New Horizons in the Market

Yoshiaki’s brilliant leadership has added several feathers to Nature’s Way’s cap. However, this is not the end! Organic cosmetics have a relatively small market. However, Yoshiaki is determined to establish an international organic cosmetics community that embodies Asia and makes even more people smile. In addition, he has the lofty goal of bringing in technology that generates clean air, water, and soil, in addition to devising a production method that will increase the productivity of the natural organic cosmetics industry.

Nature’s Way Co., Ltd. on Social Media

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