Renewal of JOCELYNE,
a Hair Foundation for Hiding Gray and Thinning Hair
Formulated with UV-protective ingredients. Gentle on the hair and scalp while also being environmentally friendly.
Yanagiya Honten Co. Ltd. (Location: Chuo-ku, Tokyo, Japan, President and CEO: Eiichiro TOIKE) will launch a renewed version of its hair foundation "JOCELYNE Hair Cover Foundation (Dark Brown/Natural Brown)" on September 1, 2021, in an environmentally friendly package with UV-protective ingredients to protect hair and scalp. The new product will go on sale on September 1, 2021.
The new JOCELYNE is a hair cover foundation that can hide gray hair and thinning hair at the hairline like makeup, making you look younger and more attractive. Since it is a moist cream-type hair foundation, it can be used easily at any time, and the shade of the foundation can be freely adjusted. As a result, it has been widely patronized and has been a long-selling brand for more than 15 years since its launch in January 2005.
In this renewal, it is newly formulated with UV-protective ingredients*1 that protect hair and scalp from UV damage. In addition, plastic packaging has been eliminated in favor of paper packaging made from environmentally friendly forest-certified paper. The product comes with a puff that can cover a wide area and is a useful applicator for small areas such as the hairline, making it easy to use.
The market has various temporary hair dyes such as hair mascaras, hair markers, and hair foundations with either a brush or a puff. However, only the hair foundation with a puff like JOCELYNE can be used on the scalp. JOCELYNE can be applied to the scalp, hide not only gray hair but also thinning hair, and is easy to use and looks natural.
*1 Ethylhexyl Methoxycinnamate, Iron Oxide
Product details:
Dark Brown http://products.yanagiya-cosme.co.jp/category/C_558/4903018133516.html
Natural Brown http://products.yanagiya-cosme.co.jp/category/C_558/4903018133523.html
Product Characteristics
Covers gray hair and thinning hair, just like makeup
This moist cream-type hair foundation can cover gray hair at the hairline and thinning hair at the parting of the hairline. The shade of the foundation can be freely adjusted so that it can be used anytime and anywhere.
Pursued further gentleness with UV-protective ingredients
The new formula with UV protective function* protects hair and scalp that have become delicate with age from UV damage. Camellia Oil and Horse Fat add beautiful luster and moisture to support youthful-looking hair. In addition, the new formula is resistant to water, sweat, and rain.
Commitment to the environment and usability
Instead of plastic packaging, the renewed product comes in paper packaging made of environmentally friendly forest-certified paper. The foundation compact has a wide, easy-to-see mirror. It also comes with a puff that can cover a wide area and an applicator useful for small areas such as the hairline, making it easy to use.
Supplemental Survey Information
Among women in their 50s and 60s, those concerned about gray hair increased to 64.5% in their 50s and nearly 70% in their 60s.*2 Of those who are concerned about gray hair, 83.1% currently dye their hair, and more than 90% have done so*3 if we include those who used to dye their hair. Furthermore, the rate of women who use temporary hair dye to cover gray hair is high, at more than half. *4
*2 Web survey held by Yanagiya, 200 women each in their 50s and 60s (multiple answers), May 2021
*3 Web survey held by Yanagiya, 267 women each in their 50s and 60s suffering from gray hair (multiple answers), May 2021
*4 Web survey held by Yanagiya, 242 women each in their 50s and 60s with experience to cover their gray hair, May 2021
Price, Quantity and Dimensions
Product name: JOCELYNE Hair Cover Foundation ＜Dark Brown＞
Price: Open (RRP: 1,800 yen) Volume: 13g Product size: 69×175×24(mm)
Product name: JOCELYNE Hair Cover Foundation ＜Natural Brown＞
Price: Open (RRP: 1,800 yen) Volume: 13g Product size: 69×175×24(mm)
Launch Date and Region
Automatic switchover
Natural brown (manufacturer's shipment will be in the middle of August)
Dark brown (manufacturer's shipment will be in the first half of September)
Region: Nationwide
