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Reiko Kanise joined the Hakuhodo ad agency in 1975 where she worked, while parenting two children, as a branding specialist and copywriter primarily in the fields of food and cosmetics. Kanise later became President and CEO of Ion Forest, the controlling entity of 'The Body Shop' in Japan. Though hugely successful in the UK and elsewhere, the company struggled to make an impression when it was launched here in 1990. Under Kanise’s direction, however, The Body Shop became hugely popular in Japan too.
Based on motherly love, and her extensive knowledge and experience in the cosmetics industry, Kanise created the LENAJAPON (LJ) brand. Lena, Kanise’s 20-year-old daughter, spent five years living in dry climates abroad, which caused her skin to become severely dehydrated. Lena tried many products from a range of cosmetic companies, but was never happy with the results. Her mother assured her the situation would improve with time and patience, but a frustrated Lena wanted immediate results. Realizing there was a gap in the market, Kanise moved to develop a range of elegant yet simple skincare products that focus on moisturizing.
Kanise’s grandmother’s beautiful complexion was a major source of inspiration. Grandma always cleansed her face neatly before repeatedly applying beauty lotion. Grandma taught Kanise the basics of skincare, and it is upon this that the LENAJAPON skincare program is built.