LED A hair dryer equipped with a facial beauty device and facial beauty device functions,EMSYA-MAN is a leader in the beauty equipment industry, producing innovative products one after another, such as beauty devices for the body.
Currently, the company is known as a beauty equipment manufacturer, but in the beginning it had nothing to do with beauty, and started as a company that handles semiconductor inspection equipment.1978Started in . As a manufacturer of precision electronic equipment, they have also developed their own non-contact inspection equipment that measures the deflection of Seto Ohashi Bridge from a distance by emitting light. Meanwhile, we were entrusted with the sale of needle hair removal devices by a precision equipment manufacturer, which is our American business partner, and we introduced them to Japan, as well as developing our own commercial laser hair removal devices. This opened the door to the beauty industry. President and Representative Director of YA-MAN, a pioneer Japanese beauty equipment manufacturer/CEO |We interviewed Mr. Takazo Yamazaki about the company Yaman, his views on beauty, and his career.
From precision equipment to beauty equipment. The technology we have cultivated results in highly advanced products.


In front of Mr. Yamazaki is the facial beauty device "Photoplus Prestige Series." As a manufacturer specializing in beauty equipment40With a history of more than 20 years, it is packed with Yaman's commitment.
``Actually, Yaman was the first company in Japan to create a body fat scale.However, at that time,Our main business is the manufacture and sale of large-sized commercial equipment. Therefore, we sold the patent to another company that could make household equipment. But at that time, when I saw that body fat was selling well, I felt that we should create our own brand and produce the products we wanted to deliver. I feel like that ended up being a milestone for the company."


1985Limbs developed in 20134Japan's first body fat meter using the impedance method that measures points.MICHIGAN. "
Laser hair removal devices and other beauty devices were basically for commercial use in cosmetic surgery and beauty salons, but one day, in an era when online shopping did not yet exist, we received a request to feature them in a catalog shopping site. at that time10Everyone thought that the device would not sell well since it costs over 10,000 yen, but contrary to expectations, it ended up selling well. From then on, the focus gradually shifted from commercial use to home use.
“Since the company itself started based on technology, we have developed various products that lead to the functions of current beauty equipment."seeds of technology"Things like this have been cultivated since then. butLED At a time when it was not yet common to use hair growth agents for beauty treatments,LED Penetrate it with ``LED There were many products such as 'Pore Sonic Brush' that were sold too quickly and didn't sell at all (lol).
Importantly,"A buzzing feeling"Function to solve
Current market share of facial beauty devices5Year in a rowNo.1■YA-MAN is proud of its products, but where does this level of trust from consumers come from?
*(stock)Fuji Keizai “Beauty home appliances & health home appliances marketing trend data”2020"2018-2019Annual results, “Beauty & Health Home Appliance Market/Related Service Trend Data”2023-2024"2020-2022Yearly results, in the facial beauty appliance category, as a manufacturer's share of all beauty appliances in Japan.


A facial beauty device that approaches signs of aging such as pore problems, dryness, lack of firmness, and sluggishness, as well as skin problems that change daily. commercial levelRF(Radio wave) equipped with “Photoplus Prestige” SP"(left),12YA-MAN's highest-end model with multiple functions.YA-MAN THE MIYABI” (right) is on pre-sale at the flagship store.
"Our products are not daily necessities that are absolutely necessary for life. So why do people choose YA-MAN's products? One is that we provide free time to do these things. It's a tool that allows you to feel rich in your heart, such as your desire for self-improvement and beauty.It's also a bit expensive, and it may also be a sign of your dreams and aspirations. What happens is"A buzzing feeling"I think so.”
To put it in strong terms, it can be said to be a kind of fear of change in one's future.
``For example, when it comes to bags and apparel, people are excited to buy them, right?However, when it comes to beauty equipment, they say, ``If I don't do anything, I won't be able to do anything.10It's like a little bit of fear that makes your heart tingle, wondering what kind of skin and face your skin will look like when you're older. I think that's why everyone buys beauty products, including cosmetics."
That's why it's important to have a function that can resolve that roughness, says Yamazaki.
"Can a machine really do what the customer wants? As a beauty device, it is absolutely necessary to have a function that delivers results. How can we guarantee those results? To that end, we will be putting all the technology we have cultivated to date. In addition to utilizing facial expressions, we have also opened an in-house Facial Muscle Research Institute.We continue to research and develop techniques for facial expressions and skin in a variety of ways from the perspectives of both technology and science.


``Our products are the face of YA-MAN,'' he says. “Our greatest strength is being a manufacturer.”
Therefore, when developing a product, the important thing is not to research the market and create something that people want, but to propose something that people want.
"We don't just create things that people want right now, we delve into the effects that people want, and use the technology to realize them to create products that ask, 'Isn't this what you want?'" That's why people realize, ``Maybe I should spend it,'' and spend their precious money on things that are always new and exciting. The most important thing is whether we are able to deliver the product.”
Creating a new market by proposing further beauty effects, rather than meeting existing demands, is Yaman's way of manufacturing.
``Always creating something new is part of our company culture, or rather, YA-MAN'sDNAIt may be. After all, when the company was founded, it had nothing to do with beauty. I think that Yaman is constantly changing into new places one after another, like flowing rapids.''
When I was young, I was able to objectively view Japan and myself through my overseas experience.
He himself says that after graduating from university, he got a job at Yaman because it was able to respond immediately to the times.
“This was a time when the Equal Employment Opportunity Act was finally enacted and women were able to get the same job opportunities as men.Until then, some companies didn't even allow women to get jobs.Yarman was still a small company. However, what I thought was amazing as a student at the time was that men and women were paid equally.Furthermore, the founder said, ``We can't afford it, so we won't have people working for us,'' so I experienced a lot of things. I let it.”
20As a teenager, I worked in the United States at a branch office in Silicon Valley at the time. He also participated in Cosmoprof Worldwide Bologna, the world's largest cosmetics and beauty equipment exhibition held in Bologna, Italy.
``My English wasn't very good, so since I was allowed to go there, I was desperate to achieve something.However, when I was young, I was able to really think about Japan as seen from the outside and my own ability to know Japan from outside.'' I think it was a very good experience for my career."


“Working at the American branch, which is also a beauty powerhouse, was a great experience for me.”
The first flagship store that conveys Yaman's thoughts
YA-MAN continues to make strides as a home beauty equipment manufacturer, but last yearGlobal Flagship StoreYA-MAN the store GINZA” (Yaman The Store Ginza)Open. Up until now, we have mainly sold wholesale to electronics retailers and online shops, but for the first timeB to CA place was set up.
“We sell our products at various locations such as home electronics retailers,CMAlthough it was aired, I still think there is still "What does Yaman do?" ” is often said to me. That's why we want our customers to see our products directly at our own locations and learn more about who Yaman is and what we do. I believe that seeing is believing. We believe that the mission of this flagship store is to use it as a place where we can communicate what we really want to communicate.”


On Ginza Chuo Street2023Years11The global flagship store “YA-MAN the store GINZA” (Yaman the Store Ginza).2A facial training gym on the floorFACE LIFT GYM(Face Lift Gym)".Photo: Tomooki Kengaku
Due to the location of Ginza, many customers from all over the world, including the Middle East, Europe, and China, visit and purchase their products every day.
``Many people don't know about YA-MAN, but when they see the product, they are surprised and wonder if something like this exists in the world.Many people buy it because they are surprised by its functionality and compactness. I think people will think that features that are easily accessible are typical of Japan."
2A facial training gym on the floor"FACE LIFT GYM(Face Lift Gym)' is also open. A dedicated booth will be set up in a spacious and luxurious space, where specialized trainers will provide facial muscle training using YA-MAN's latest beauty equipment.
``You will actually use beauty equipment, so you can try out the latest equipment, or if you already have one, you can train your facial muscles while learning how to use it correctly and learning the tricks. We plan to use the measured data at the Facial Muscle Research Institute to create new functions and products."


With a trainer in the booth1versus1Perform facial muscle training. A variety of Yaman products are used to match the menu.
YA-MAN's corporate slogan is "Changing beauty." It embodies the idea of ``going beyond skin care''.
“Skincare is important, of course, but it cannot do everything. Lift care, in particular, is difficult in skincare and requires mechanical treatment.Ya-Man should exist for beauty beyond skincare. thinking about"
It also incorporates Japanese aesthetic sense.
"100Unlike Europe, where people live in buildings from a year ago, Japan's cities change over the course of several decades. What is Japanese aesthetic sense to me?"New every day"That's what it means. This word also captures the fact that the dignified beauty of being constantly renewed is also the beauty of Japan."
Delivering facial beauty devices to the world as a new beauty habit.
As a beauty equipment brand, it has begun to expand in earnest in Asia and, since last year, in the United States.
``Most people take care of their skin, but when it comes to facial beauty devices, many people have never used them, and it has not yet become a habit. Changing your beauty habits. There are many people in Japan who have never used a facial beauty device, and there are even more people overseas who do not know about it.Therefore, we need to create a new category called facial beauty devices. I think this is a great opportunity to do so.
Although beauty standards differ, the pursuit of beauty is the same all over the world. When the Japanese market was rich, it might have been a good idea to go overseas if you were successful in Japan, but if your home market was small like South Korea, you would aim overseas from the beginning. I think we should aim for. I think this is a great opportunity for our beauty equipment to become global."


"I think it's my privilege as a female president in the beauty industry to be able to recommend products that I feel comfortable using myself."
What is important to you as president? When I asked him, he said, ``A president is someone who takes responsibility until the last person on a sinking ship.''"last man"Mr. Yamazaki answered with a smile.
With this determination, YA-MAN began a new journey in the form of its first flagship store. He is always looking for new changes, and with his never-ending technological innovations, he strives to ``change beauty.'' This desire is sure to reach not only Japan, but all corners of the world.


Facial training gymFACE LIFT GYM(Face Lift Gym)” lounge,Premium JapanWith publisher Shimamura.
Kimiyo Yamazaki
After graduating from university, he joined Yaman. After working in the marketing and overseas departments, he became president in 1999. He brings to market hit products that lead the beauty equipment market. He entered the cosmetics market with mineral cosmetics, and has developed a wide range of beauty equipment, including facial beauty devices, hair care, and oral care. In November 2023, he will open his first global flagship store ``YA-MAN the store GINZA'', which will carry all products, and is actively promoting development.
Mio Shimamura
Representative, publisher and editor-in-chief of Premium Japan. After working at a foreign advertising agency, he held positions in charge of marketing and PR at top brands such as Walt Disney, Harry Winston, and Tiffany & Co. In 2013, he founded Russo Co., Ltd. He handles PR for various top brands. Because his parents' home was an environment that taught Japanese culture such as tea ceremony and kimono dressing, he acquired the business rights to Premium Japan in 2017 and established Premium Japan Co., Ltd. in 2018.
Photography by Toshiyuki Furuya
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