cannes_2025_TUESDAY_ISSUE_DIGITAL

Before yoose. After yoose. Chouchou Tokyo – “Japan beauty tech, small in size, big in opportunity” N ew exhibitor Chouchou Tokyo describes itself as “Japan beauty tech – small in size, big in opportunity.” It’s ‘for her’ tech is indeed highly successful at home in Japan and especially in China Duty Free where the price point is typically $500-$1,000 for its high-end range of JetSpa non-invasive devices for skincare and well-ageing. When it came to looking at ‘for him’, Chouchou discovered that it needed a lower price point and this research has resulted in the yoose electric shaver which is presented as “The Second Shaver”. As you would expect the yoose boasts all the benefits of great Japanese design and is intended to sit alongside you iPhone or computer as a great object, and not merely a utilitarian product (although it boasts a great performance of up to 90 days – or 90 one-minute shaves). And, as it happens, we were able to give it a real test as the greatly talented publisher of the TFWA Daily had managed to fly to Cannes without his regular beard trimmer (and many other essential items). In this real test, performed in the TFWA production offices, we found we needed rather more than one minute, although this is probably because he does only shave around twice per week and there was much growth to remove. To be fair even a great Japanese-designed shaver like yoose is not going to transform the looks of our rugged-looking publisher, but he does look a little less frightening to set free in the exhibition than he did yesterday. Meanwhile the Chouchou Tokyo booth has been genuinely swamped with visitors. BlueVillageH13 Tuesday 30 September 2025 76 T F W A D A I L Y