On September 7, 2024, the Japanese skincare brand “yayoi” made its debut backstage at New York Fashion Week (NYFW), an event that always garners worldwide attention. RESOBOX provided full support for the brand’s U.S. debut, helping to showcase yayoi’s unique appeal through local promotional efforts.

A Brand Uniting Japan and France: “yayoi”

“yayoi” is a skincare brand that blends traditional Japanese natural ingredients with fragrances crafted by renowned French perfumers. Incorporating carefully selected natural ingredients like shiso (perilla), yuzu, and green tea, the brand prioritizes a gentle touch on the skin. At the same time, its French-inspired scents combined with traditional Japanese aesthetics create a unique allure that resonates globally.

Already highly acclaimed in Japan, yayoi products are used in prestigious locations such as the Palace Hotel Tokyo, Conrad Tokyo, and luxury spas in Niseko. Its participation in NYFW marks a major milestone as the brand takes its first steps toward entering the U.S. market.

RESOBOX’s Support for yayoi at New York Fashion Week

During NYFW, yayoi products were used backstage by models and makeup artists, who were impressed with their performance. Feedback included comments like “light and easy to absorb into the skin” and “the fresh, soothing fragrance is delightful.” Additionally, by partnering with local models and salons, yayoi provided opportunities for New Yorkers to get hands-on experience with the products, significantly boosting brand awareness.

 While yayoi’s CEO, Matsuoka, was visiting New York for this event, RESOBOX also facilitated connections with five salons and hotels in the city. This initiative expanded the brand’s network of local partners, laying a solid foundation for future growth in the U.S. market.

yayoi offers exceptional products that work well for a variety of skin types. If you have any inquiries, please don’t hesitate to reach out to us.