The Rise of pdc From Path of Sake Lees Mask

In the skincare sector, the differentiated segmentation of the category create successfully so that a deep imprint of “category” or “brand” in the minds of consumers. To a certain extent, the brand directly promoted as a synonym for the category. Pioneer of Sake Lees Mask POLA DAILY COSME is a typical example.

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The origin of Sake Lees Mask can be traced back to 1975 when Japanese scientists visiting a brewery discovered by chance that the sake lees produced by natural fermentation during the brewing process can produce whitening and anti-aging ingredients on human skin. Between 2015 and 2016, some Japanese bloggers began to make their own sake lees to apply to their faces at home. At the same time, some Japanese various TV shows have also mentioned this skin care method. However, homemade sake lees takes a long time and the process is cumbersome for the average consumer. Thus "sake lees applies face" has not formed a skin care trend in the market.

In 2015, Japanese beauty brand POLA DAILY COSME pioneered the research and development of sake lees skincare. After more than two years, pdc "Sake Lees Mask" was launched in 2017 and put into the market in February of the same year. It is understood that only 4 months after its launch, pdc Sake Lees Mask will be on top of the COSME Awards. Since then, the "first in COSME " has marked as pdc and it is an important point to the brand occupying the consumer market. Its Sake Lees Mask has also become this segment of the well-deserved “originator”.

It is reported that the pdc was founded in 1992, which is the Japanese POLA Group's popular line of beauty brands. At present, pdc has a number of series such as Wafood Made, Pure Natural and Liftarna, covering two categories of skin care and color cosmetics. Among them, the sub-category of sake lees belongs to Wafood Made, meaning “Wafood Made Skincare”, advocating the application of edible ingredients to skin care products and highlighting the "natural" and "safe" products.