Even today, various manufactures continue to use Kanji to name products. In the case of legacy products, English or French was often used to express a product's effectiveness in a fashionable manner. For the sake of discrimination from other companies and building a stronger image, KOSE sought naming that would be more familiar to consumers. Based on the belief that the image of "snow" expressed in Chinese character, a rare initiative in those days, would have a strong impact, this Chinese character was used in the product name.

Thus was born Sekkisei, a cosmetic lotion that achieves skin as white as snow. This image has since become widely accepted, and the concept of describing "the effect in the name" is even used in advertising copy today.

A hexagonal bottle design that is reminiscent of crystal snow was employed rather than a design with round or square undertones. A dark blue color that represents the surface of the snow at a ski resort reflecting moonlight on a pitch-dark night was selected, in order to produce a clear image of whiteness of snow.