Got your back: KOSÉ-owned Carte HD launches child-friendly spray moisturiser

From February 16, 2024, Carte HD will be launching a new Moisture Face & Body Spray — the brand’s first aerosol spray product that can be used to moisturise a wide area, including hard-to-reach parts such as the back.

“Frequent moisturising is important in order to prevent dryness and rough skin, but there are times where care is overlooked, such as post-shaving, children who are constantly moving about, during the day when the skin tends to dry easily, or after exposure to ultraviolet rays. ​

“This time, Carte HD focused on these ‘dry gaps’ and developed a highly moisturising spray that is suitable for both adults and children. There are two sizes (60g and 150g) to choose from, offering ease of moisturising whether you want to use it quickly on the go or take your time to enjoy moisturising care at home,” ​the firm stated.  

The product is said to have a hypoallergenic formula that has been tested on people with sensitive skin, and does not contain fragrances, colours and alcohol.

“We have expanded our line-up to meet more diverse customer needs and provide high-performance skin care. By increasing our brand presence, we aim to boost loyalty of existing customers and acquire new ones.”​

The Moisture Face & Body Spray will go on sale at drugstores and retail stockists, Maison KOSÉ’s stores and e-commerce site, and Carte HD’s official online shop.

KOSÉ Corporation and Maruho Co Ltd established a jointly owned company, KOSÉ Maruho Pharma Co Ltd, in 2019 to leverage the capabilities of both firms to provide “total care tailored to consumers’ skin concerns”.​

The following year, the company debuted a skin care brand called Carte HD, which has gained attention for the moisturising effect of its products.

The products are formulated with a heparin-like substance termed HD, as well as other active ingredients with a “moisture structure” that is able to penetrate deep into the stratum corneum. This allows moisture retention for a prolonged period even under harsh environments, and helps prevent rough skin.

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Attracting and retaining customers​

Carte HD’s products are registered as quasi-drugs. Under Japan’s Pharmaceutical Affairs Law, quasi-drugs are products with active ingredients and formulations that are licensed by the Ministry of Health, Labour and Welfare, and whose efficacy has been recognised by relevant authorities.

Unlike regular cosmetics that can only claim limited effects, companies selling quasi-drugs are allowed to make a greater range of efficacy claims, such as lightening and skin tone correction.
In December 2022, Carte HD introduced the Balance Care series, which are made with active ingredients including HD and dipotassium glycyrrhizinate to alleviate skin roughness.

The brand has also focused on creating a comfortable product texture that is non-sticky, soft, and moisturising.

Due to the series’ popularity among consumers who suffer from both dry and oily skin, the refill versions of its Balance Care Lotion and Balance Care Emulsion were released simultaneously in March 2023.

“Refills make it easier for consumers to continue using a product. Through this method, we target to improve customer retention,” ​the firm added.