While today, various manufacturers are using Kanji for the name of products, in the case of legacy products, English or French was often used to express effectiveness in a fashionable manner. For the sake of achieving differentiation from other companies and in order to facilitate the formation of an image, Kose thought the naming should be 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.
Sekkisei, a medicinal cosmetic lotion that achieves skin as white as snow. This image has become entrenched and the concept, "the effect has become the name" is even used in advertising copy today.
Bottle Design
A hexagonal bottle design that is reminiscent of crystals of 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 the whiteness of snow.
