Panasonic, FIVEISM, and THREE collude! What is “stealth beauty” as a new male grooming habit?

Men’s beauty has been rapidly gaining attention in recent years. While many brands offer a variety of cosmetic items and beauty equipment, many men still feel that beauty is a hurdle for them. Panasonic, FIVEISM, and THREE have announced the “Smart Up Action” initiative, which advocates “stealth beauty” for men.

Panasonic, FIVEISM, and THREE announce “Smart Up Action. The concept is “stealth beauty” for men that does not make them feel like they are beautifully grooming themselves.

The men’s beauty market is expanding year by year. Men’s beauty used to be more about etiquette, such as skin care and odor care, but now, men’s beauty is becoming more about self-expression, such as wearing foundation and base makeup. However, many men may feel that men’s beauty is a hurdle for men who have not been familiar with it before. Panasonic, which actively proposes men’s grooming items, and FIVEISM×THREE, the leading experts in men’s cosmetics, have teamed up to launch “Smart Up Action,” an initiative to support men’s self-expression, at the hotel koe tokyo in Shibuya. The announcement was made at the hotel koe tokyo in Shibuya.

What is “stealth beauty,” the new grooming habit that is the keyword of “Smart Up Action”?

Although men’s beauty has been gaining momentum, it is still true that there are still many hurdles for men to practice full-fledged beauty treatments. The key concept behind “Smart Up Action” and advocated by Panasonic and FIVEISM x THREE is “stealth beauty,” in which men are not made to feel that they are beautifying their appearance through beauty treatments. This is not a fancy beauty regimen that changes the impression of one’s appearance, but rather a new grooming style that takes grooming to a higher level, such as using grooming products to remove body hair and cosmetic products to create a base for the skin. The key concept is to incorporate grooming into daily life as a means of self-expression, rather than as a form of etiquette. On the day of the event, a makeup demonstration was given by HIROKI, the official makeup artist of FIVEISM x THREE.