Roger OngWalking the quiet streets of Sanneizaka, the path leading up to the world-famous Kiyomizudera, it is immediately evident that “ravaged” is not an exaggeration of the effects of the coronavirus on the tourism scene in Kyoto. Nary a sight of foreign visitors and few opened shops welcomed the Japanese visitors (domestic tourism, while still affected by the pandemic and lockdowns, shows readiness to recover, however.) Among the stores, stands the welcoming Konnyaku Shabon store with all its colorful products and cute packaging.
We spoke to Kimiko Kaji, the manager of Konnyaku Shabon Kiyomizu Kyoto, to know more about their 100% plant-derived soap. To our pleasant surprise, we were treated to a lesson in well-being, how beauty products should not just cleanse but should be a daily experience that cares for the body, the mind, and the environment.
The quest for innovation drove the creation of the Konnyaku Shabon soap
Konnyaku Shabon’s most famous product is the Konnyaku Shabon soap. It is a jelly-like blob that reverberates to movement and soft to the touch. The soap is loved by both domestic users and travelers from abroad.
It was created by the company, Neige Corporation (founded in 1997), when beauty products companies and products flooded the market. During the tough competition, the founder was inspired by the konjac: what if it was made into soap while retaining its properties? That kicked off innovative developments to reimagine soap. It took about a year of research, and finally, in 2011, they released the first Konnyaku Shabon in Kamakura, Kanagawa Prefecture.
At first, the product didn’t catch much attention. A white solid bar or liquid in a bottle was the stereotypical image of what “soap” was. There was unfamiliarity with the new form of konjac claiming to be what it is. They overcame the problem by providing taps and soap samples to test them in the store itself.
Today, it has a solid fan base among female customers in their 20s to 40s, while also commanding a high rate of repeat customers. In addition, Konnyaku Shabon expanded to major cities to a total of 18 stores in Japan, from Hokkaido to Kyoto to Okinawa. Although some are currently closed from the effects of lockdown, location-specific products are still available online for purchase.
The confidence in sharing their product with customers
It’s easy to think that the soap is factory-manufactured in a production line, sent from their factory in Niigata Prefecture. However, we’d be mistaken and missing a big deal of Konnyaku Shabon’s story. For example, Konnyaku Shabon insists on handmade soaps.
“The product was developed in a time of high competition. It was when any company could easily outsource the production of the cosmetic products,” Kaji shared with us. “But that was a problem: we couldn’t see who made the products, how they were made, and what ingredients were put into them. Konnyaku Shabon insists that our soaps are handmade because it’s the way we can be confident about the products we pass on to our customers.”
Furthermore, the unique scents we find in stores of different regions are not for marketing purposes. The ingredients used in the soap are sourced from producers in the region. Collaboration and research are committed to creating similar konjac soaps, incorporating the new ingredients’ inherent benefits into the new soaps. Today, there are still local producers approaching Konnyaku Shabon to develop products based on their produce. Of course, emphasis on plant-based ingredients is not compromised.
Soap that is good for the environment is also good for the mind
Because the products are derived from plants, the shuds from using the Konnyaku Shabon soap have minimal impact on the environment.
“A product that is good for the environment is going to be a good product for the mind. For example, when we use soaps, we want to know what kind of impact they have on the water, which eventually runs into the environment too. Through using eco-friendly products like Konnyaku Shabon’s soaps, customers know in their hearts that they are not doing any harm. In that sense, it cares for the mind.
“This is also why we use locally produced ingredients and high-quality water from Niigata Prefecture. It affects us as sellers too. We would not be able to sell customers unethical products. There is even an annual store manager gathering at the factory to see how the products are made.”
As a souvenir store, there is often an excess in packaging. This is something Konnyaku Shabon will need to tackle to ride the coming wave of sustainability, but the staff is already taking small steps.
For example, Konnyaku Shabon offers repeat customers the same products but with less packaging to reduce waste, which is agreeable with customers. This is counterintuitive to the standard Japanese hospitality, part of which is to offer service before it is asked for. Counterintuitive but successful. It shows that Konnyaku Shabon customers are also concerned about environmental issues, and that the Konnyaku Shabon staff have strong relationships with customers to get feedback for what they want.
Counselling for customers’ well-being is also crucial
“Customers are often aware of their skin issues, and we provide advice based on what they need. We have a range of products which are suitable for different skin concerns. We even teach them the right way to use the products on the skin.”
This requires a thorough knowledge of the products and the needs of different skin types. Many of Kaji’s customers are happy to discover that Konnyaku Shabon soaps are also good for typical skin issues like acne and skin sensitivity. To upkeep knowledge, Kaji updates herself on skin-related concerns and shares them with her customers, from the basics of skincare, to identifying quality soap, to experiencing proper cleansing.
“We want to care for both the body and the mind of our customers. When customers come to Konnyaku Shabon, we ask them about their skin types so we’d know which soaps are suitable for their skin. Furthermore, we also talk to them to understand their concerns, and make customized recommendations to match their needs. If there is an issue with how they use their beauty products or there is a misunderstanding of how skin problems arise, we will share what we know to resolve their troubles. We want to care for their well-being.”
The circularity of gratitude: a relationship built on giving
It is a common theme to what makes businesses resilient in times of crises like the coronavirus pandemic: relationships with the customers. Because Konnyaku Shabon staff gets to meet customers face to face, they build relationships with customers, often making an impact in their lives.
“Although the coronavirus is impacting our stores hard, customer relationships are stronger. Although there are fewer customers now, we have been able to dedicate longer and more focused time to them, to address their concerns and share our knowledge.
“Some of our customers take photos with us and share them. It gives us energy and motivation to do our work, which we use to serve and give back to them. The exchange of positivity and gratitude is a strong personal motivator, and is one of the reasons why customers keep coming back.”
Customers are getting longer and more focused attention, which leads to a circular system of gratitude between relationships between customers and brands. This is something that online stores will find hard to achieve, and brick-and-mortars with excellent staff will excel. It’s a learning that we’d want to apply come the post-coronavirus period.
Bring out your well being with Konnyaku Shabon
In this era of uncertainty, we are witnessing physical and mental stress on a global scale. It is comforting to know that there are brands looking out for us, despite them also bearing blows from the pandemic.
Speaking with Kaji has convinced me that she looks out for the well-being of her customers too. Beyond introducing ethical products, Kaji shows genuine care for customers new and old, because she knows that the circularity of gratitude is a virtuous cycle that keeps on giving.
Skin concerns? These are some Konnyaku Shabon soap you might want to use!
What would this introduction to Konnyaku Shabon be without looking at the soaps themselves? Konnyaku Shabon soaps produce high-quality foams that can remove impurities without hurting the skin. This is why you can use it on the face too, because the suction of the foam is strong enough to cleanse the skin without even rubbing. (Any staff will be happy to demonstrate this in any store with you!)
Some beauty products make their scents strong by putting in unnecessary ingredients. However, Konnyaku Shabon spends development time creating scents from plant-based ingredients, so you may feel at ease using them.
Soaps available at Konnyaku Shabon Kiyomizu Kyoto
As shared, Konnyaku Shabon Kiyomizu Kyoto carries a unique set of soaps that are popular with different groups for different benefits. Description courtesy of Konnyaku Shabon:
Matcha (green tea) – Smoothness: Prevents drying and roughness. The moisturizing ingredients condition the skin to keep it from becoming dry or rough. Smoothens the skin.
Yuzu (citron) – Softness: The triple ceramide soap keeps the skin moist after washing. It will give you moist, glossy skin.
Takesumi (bamboo charcoal) – Tightening: More absorbent than normal charcoal, completely removes impurities like dirt. While cleansing the skin, it moistens the skin and tightens the pores. (This soap is also popular among customers for its Japanese cypress scent.)
Yaezakura (double cherry blossoms) – Clear skin: Provides the skin with smoothness and clarity, which makes your skin nice and glossy.
Kin (gold) – Suppleness: Besides its gorgeous looks, its pearl extract will make your skin moist and supple. It is the only soap in the series to contain hyaluronic acid in the series.
Their other popular products include the moisturizer, exfoliator and beauty lotion. Konnyaku Shabon also has a branch at Nishiki (opens Google Map).
[Website] Konnyaku Shabon
