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Mandom Corporation
Native name
Public KK
Traded as TYO: 4917
Industry Consumer goods
Founded Osaka (December 23, 1927; 87 years ago (1927-12-23))
Headquarters 5-12 Juniken-cho, Chuo-ku, Osaka, Japan
Area served
Key people
Motonobu Nishimura

Increase JPY 68.21 billion (FY 2013)

(US$ 662.2 million) (FY 2013)

Increase JPY 4.09 billion (FY 2013)

(US$ 39.7 million) (FY 2013)
Number of employees
2,316 (consolidated, as of March 31, 2014)
Website Official website
Footnotes / references

Mandom Corporation (株式会社マンダム Kabushiki-gaisha Mandamu?) is a Japanese manufacturer and distributor of hair care, skin care, perfumes, and deodorants. The company was founded in 1927 under the name Kintsuru Perfume Corporation (金鶴香水株式会社?) and changed its name to Mandom Corporation in 1971.[2]


In 1927, Shinpachiro Nishimura founded the Kintsuru Perfume Corporation. After the success from releasing a pomade called the Tancho Stick in 1933, Kintsuru Perfume Corp. began to focus its future efforts in men's care. By 1959, the success of the Tancho Stick led the company to change its name to Tancho Corporation.

Tancho's efforts with expanding outside of Japan was further boosted in 1970 when the company launched a new line of highly successful men's care products, called Mandom, which took its name from a combination of the words "human" and "Freedom".[3] An innovative advertising campaign featuring Charles Bronson became the first of a long series of Japanese ads to feature top Hollywood stars. Within weeks of airing the commercial, Mandom become the No.1 selling male toiletry brand in Japan.[4] Tancho then changed its name again, to Mandom Corporation, in 1971.

In 1976, Mandom's success and the creation of their flagship brand, Gatsby, encouraged them to move into direct sales of their products.[5] However, despite the success of the Gatsby brand, the moving to direct retail sales was disastrous for Mandom. By 1980, the company was had no choice but to give up the direct sales model and return to wholesale distribution.

Mandom went public in 1988, selling shares on the Tokyo Stock Exchange's over-the-counter market. In 1989, Mandom introduces Lucido, a new cosmetic line for women. Into the early 2000s, Mandom wanted to continue to seek out new product markets. They decided to expand its international presence further by establishing the Gatsby and Lucido brands as its flagship global brands.[6]

Marketing Brands[edit]

Flagship brands:[7]

  • Gatsby: beauty care products aimed specifically at men.
  • Lucido: beauty care products aimed specifically at women.
  • Bifesta: cosmetic brand aimed specifically at women.
  • Pixy: cosmetic brand for women.
  • Pucelle: fragrance and body care brand for women.

Other brands: Dr. Renaud, Guinot brand, Formulate, Aristia, and Direction Refilia, Miratone, and Johnny Andrean.

With the expansion of Gatsby in the international market, the Gatsby branch of Mandom Corp became extremely successful in producing hair styling products. In 2007, the release of "Moving Rubber", a series of hair styling products, started a wave of popularity for Gatsby products.[8] Now Gatsby is an established and renowned maker of quality beauty and hair care for men and women alike. Sales of Gatsby products acoounted for 59.6% of the company's revenue in 2012.[7]


  1. ^ "Company Data". Mandom Corporation. Retrieved March 27, 2015. 
  2. ^ "Company Snapshot". Bloomberg Businessweek. Retrieved March 27, 2015. 
  3. ^ "Mandom Profile". Mandom Indonesia. Retrieved June 17, 2008. 
  4. ^ Judith Grey (May 28, 2013). "Astonishing Charles Bronson Ad From Japan Puts Old Spice Guy To Shame". Business Insider. Retrieved March 27, 2015. 
  5. ^ "Mandom Philippines Corporation — Company Overview". Retrieved June 17, 2008. 
  6. ^ "Mandom Corporation". Retrieved June 17, 2008. 
  7. ^ a b "Mandom Corporation plans to set up Gatsby products unit in India". The Economic Times (The Times Group). June 5, 2013. Retrieved March 27, 2015. 
  8. ^ "Products: Gatsby". Ouch Magazine (Ouch! Magazine Publishing) 24: 4. October 7, 2013. 

External links[edit]