Towards an Era Where Hairdressers Become 'Brand Owners': OEMBANK Launches 'en-gender lash,' a Designed Eyelash Brand from mm. × engender Co-creation

ONLYPRODUCTS Co., Ltd., which operates the OEM contract and brand production business 'OEMBANK,' in collaboration with ROHAS COMPANY Co., Ltd. and SCALE Co., Ltd., announces the launch of 'en-gender lash,' a designed eyelash brand born from a co-creation project with brands 'mm.' and 'engender.'

This project is not merely product development; it aims to implement a new business model where hairdressers and eyelash artists become 'brand licensors' and accumulate value.

'If your care changes, your life changes.' The beauty industry changes with the times, but concerns remain the same. With 'en-gender,' you can change them. *Professional exclusive product en-gender

## OEMBANK's New Model for Hairdressers

Traditional revenue structures for hairdressers have relied on:
- Treatments (labor-intensive)
- Salon expansion (fixed cost increase)
- Product sales (rotational revenue)

However, this model faces the challenge that value is difficult to accumulate as long as it depends on time and labor.

→ OEMBANK's Redefined Structure
Hairdressers = 'Brand Owners'
- Become product creators
- Become distribution channel owners
- Become licensors
Shift to a structure that holds 'value itself' rather than sales.

## New Development Model: Brand × Brand

This project is not the development of a single brand but is designed as a co-creation model of 'Brand × Brand.'
- mm. (Product philosophy, customer contact)
- engender (Technical philosophy, on-site knowledge)
By integrating brands with different strengths, it creates value that cannot be achieved individually.

New Model
Structure where brands multiply value
→ Value maximization model through co-creation

## Positioning as a New Business

OEMBANK defines this initiative as a 'brand co-creation business.'

Features
- Hairdressers own brands
- Brands collaborate
- Can be expanded as a license
- Structure where value is accumulated

Traditional: Create → Sell → End
New Model: Create → Expand → Accumulate

## Brand Concept

'A brand that elevates beginners to intermediates to top-level, from intuition to design.'
~Aiming for reproducibility of finish with simple chemical design~

en-gender lash is an eyelash brand that aims to improve the reproducibility of treatments based on theory and product design, rather than relying on experience and intuition.

## Why 'Chemical Design Type'?

In the eyelash industry, challenges such as:
- Lack of understanding of chemicals
- Difficulty in damage control
- Inconsistency in finish
- Dependence on experience
exist.

en-gender lash's answer:
'From intuition to design.'
- Verbalization of chemical understanding
- Design of treatment processes
- Standardization of damage control

mm.×engender Lash lift 1
mm.×engender Lash lift 2

## Providing 'Structure' instead of Product

en-gender lash provides, as a single package:
- Reproducible technical design
- Understandable chemistry
- Expandable brand structure

Changes for introducing salons:
- Departure from individual skill dependence
- Standardization of education
- Brand differentiation
- Potential for license expansion

## en-gender lash initiatives

### ① Visualization of chemical understanding
Organizes the chemical actions in treatments, designing them to be easy to understand 'why that change occurs.'

### ② Standardization of reproducibility
Systematizes chemical design and treatment processes, aiming to suppress variations in treatment results.

### ③ Consideration for damage care (Key ingredients)
- Mineral alkaline reduced water
- Biokeratin (tentative)
These ingredient designs consider the burden on eyelashes during the treatment process.

### ④ Improvement of treatment stability
- Consideration for durability
- Stabilization of finish
- Standardization of treatment processes
Aims to stabilize the entire salon work.

## One-word Definition

What is en-gender lash?
'A designed eyelash brand born from brand co-creation.'

## Value Creation through 3-Company Collaboration

- ONLYPRODUCTS Co., Ltd. (OEMBANK)
→ Brand production, revenue model design, sales strategy (designing a selling structure)

- ROHAS COMPANY Co., Ltd.
→ OEM, cosmetic product development, manufacturing base

- SCALE Co., Ltd.
→ Salon operation, product development based on on-site knowledge

## Reiwa-era Hairdresser Model

'Technician × Business