On 28th June, following the brand’s global project launch press conference, the skin care name and star striker of the French national football team, Kylian Mbappe, unveiled their newly-entered relationship.
Studying men’s skin
Specialising in men’s skin care, Bulk Homme explores the skin of men to understand that it is characterised by its susceptibility to the impact of lifestyle, stress, sweat, shaving, ultraviolet light, friction and sebum.
Bulk Homme’s product portfolio is complete with face care items including face wash, face mask, toner, lotion, sunscreen and face sheet as well as lip balm; hair care items such as shampoo, treatment and scalp serum; and hand and body care products namely hand jelly, body wash and body treat items.
Social and Sustainability
At the press launch, Kylian Mbappe, said he “would like to grow together with Bulk Homme” through their “shared value”. The Japanese company engaged in influential marketing through enlisting Kylian Mbappe as its global ambassador as it pushes for further expansion.
Takuya Noguchi, President and CEO of Bulk Homme now aims to grow its product portfolio and brand beyond its domestic marketplace into the global area.
“Having entered into this ambassador contract, he [Kylian Mbappe] will be a powerful partner for us, which will enable our brand to accelerate the pace of global expansion,” revealed Takuya Noguchi, President and CEO of Bulk Homme.
Kylian Mbappe places emphasis on the sustainable and ethical positioning of the brand and wider brand initiatives taking place throughout the world: “I think it is great for Bulk Homme to care about the global environment and aim to be an eco-sustainable brand, while continuing to provide high-quality products.”
Global push for number 1 position
Along with its international vision, Bulk Homme and Kylian Mbappe both have the goal of becoming number one in their respective industries, and can leverage each other’s brand equity and purchasing power to reach that top position.
At the global project launch press conference in June, Noguchi, President and CEO of Bulk Homme, said: "We are going to expand our business into the global marketplace on a full scale, to be the world's No.1 men's skincare brand. Based on the idea that our vision as a brand motivating a challenge would coincide with his vision and continued efforts to be the world's No.1 footballer, we have decided to appoint him.”