A skincare brand is being revived, but no one knows why
The Center and Dr. Mamina Turegano are bringing Boscia back, but the plan is as unclear as the product's purpose.
The story
The Center and Dr. Mamina Turegano have acquired Boscia skin care brand from Fancl Corp., planning to relaunch it with a focus on Japanese skincare traditions and modern dermatology.
Source: wwd.com
Our reading
The new owners are reviving a skincare brand that was once closed, but they’re not rushing to find a retail partner. Instead, they’re betting on direct-to-consumer sales, which is like trying to sell a product by convincing people they need it before they even know it exists.
Dr. Turegano, who has a Japanese grandmother who sold skincare for 40 years, is excited about fermented ingredients and green tea. It’s a nice touch, but if she’s going to resurrect a brand, maybe she should start by explaining why anyone would want to buy it in the first place.
They’re relaunching next year, which is plenty of time to figure out what they’re doing. Or, more likely, to build up enough hype to make people forget the brand ever closed in the first place.
