反璞歸真 小資女美妝保養品牌CHIFURE

CHIFURE, a beauty and maintenance brand for petty bourgeois women

CHIFURE

CHIFURE is written in Japanese characters, 地女连 (ちふれ), the name looks interesting, with a bit of earthy flavor, and the packaging of the product is not eye-catching (my sister also said that it is a bit vulgar). However, this brand is actually Japan's long-established evaluation cosmetics, and behind it is the famous Mitsubishi Group.

In 1947, the oil business of Mitsubishi Oil Co., Ltd. was stopped, and one of the divisions was converted into AZERIA Co., Ltd. After the restart of the Mitsubishi Oil business, AZERIA Co., Ltd. became independent and was established by Shimada Matsuo. Serve as president.

At that time, Japanese cosmetics were luxurious, high-end, and expensive, but such high-end cosmetics often caused skin problems. Shimada Matsuo saw with his own eyes that the price of local cosmetics was only one dollar during his inspections in Europe and the United States, so he began to want to create affordable, realistic, and gentle cosmetics for the human body.

However, such an idea has not been accepted by the market, and among the many cosmetic products with gorgeous appearance, the plain appearance always goes unnoticed. This situation until they met the National Women's Association Liaison Council.

In 1968, at that time, the National Association of Regional Women's Associations saw the introduction of AZERIA Cosmetics Co., Ltd. cosmetics in a magazine, and became interested in their ideas. After discussions on both sides, they decided to cooperate with the national regional women's associationsちふれ (CHIFURE) cosmetics are sold among the members of the Liaison Council. This product has three concepts:

  1. reasonable price
  2. Create a product with heavy security
  3. Ingredient content disclosure

The brand name ちふれ (CHIFURE) is taken from the abbreviation of "Chief Women's Association" from the National Women's Association

The partnership was quite successful, and in 1971, CHIFURE began to be sold in department stores and a large number of retail stores due to the large number of requests from non-member consumers. Subsequently, in 1974, an environmentally friendly replacement package was launched. In 1978, the product was marked with full ingredients, weight, manufacturing date, etc., so that consumers could use it more at ease.

As a subsidiary of Japan's mega-group Mitsubishi, CHIFURE should be able to use money to produce ultra-high-end products that fit the market at that time, but they decided to do the opposite and create unpretentious but really good products for consumers. Doing this is not easy.

CHIFURE goods: https://buyebisu.jp/collections/chifure



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