According to Otsuka Pharmaceutical, which operates the Japanese male skincare brand UL·OS, sales of sun care products for men almost tripled from JPY 230 million in 2009 to JPY 650 million in 2012, with young Japanese men playing a big part in the growth of this market segment. Why then do they put much effort into protecting their skin against UV rays? While there are several reasons, one of the most important is that Japanese women's idea of good looking men has changed. A survey of Japanese women in their 20s showed that they are more attracted to a man with clean, bright skin than a man with a buff, sun-kissed skin. It goes against expectations that women would like men bursting with good health. Of course, there is always a difference between individuals, but it seems that the number of young Japanese women in favor of men with clean, bright skin is on the rise.

Do you think that Japanese men start using sun care products because they found out that Japanese women's ideal male image has changed? Japanese men in their 30s said that they use sun care products to remove freckles. They think freckles make them dislikeable for not having a clean-cut look. However, women have different ideas of freckles and how these affect men's image. Leaving women's changing preferences aside, Japanese men are growing ever more interested in removing freckles and, as a result, many anti-freckle cosmetics are being released. Kobayashi Pharmaceutical recently released Men's Keshimin line for men, which includes toner, lotion and essence under the catchphrase of "men need an anti-freckle solution." Men's Keshimin products are available in large retail outlets and drug stores across Japan.