Men’s Skincare Brand Breaks Out Of Japan With PSG

The two-year deal will allow the Japanese cosmetic company to use PSG’s brand and players as part of its marketing campaigns across Asia. It also allows the Bulk Homme brand to be displayed during broadcasts of PSG games in Asia, thanks to the digital overlay technology which facilitates geo-localised content to be shown on the LED boards at Parc des Princes, the Ligue 1 side’s home ground.

While direct to consumer brand Bulk Homme is popular with Japanese men in their twenties and thirties thanks to focusing its marketing efforts on digital and social platforms, it wants to expand across the region alongside major brands which are placing early bets on a market currently worth under US$10b in 2017, but is tipped to grow as Asian men flock to skincare products. While this is the first time, Bulk Homme is involved in a sports-related deal, it has previously been associated with endorsement deals from the likes of Japanese actors Shouhei Miura and Yosuke Kubozuka.

In the recent decade, European club football powerhouses have been expanding their commercial interests in Asia, and Qatar owned PSG is no different, sealing regional deals with the likes of bookmakers Lovebet and Accor Hotels in the past year. They have also opened an office in Singapore and are set to headline Lagardere Sports’ new pre-season tournament in China next month.

“Today, Asia represents more than a quarter of all our fans. This partnership demonstrates the growing attractiveness of the club on the continent and fits perfectly into the ambitious strategy of Paris Saint-Germain in Japan with, among other things, the successful opening of our store in Tokyo, a first for a European Club, as well as the launch of our website in Japanese,” said Sebastien Wasels, managing director of PSG

Takuya Noguchi, managing director and chief executive of Bulk Homme, added, “Joining Paris Saint-Germain is a great opportunity for our brand. Paris Saint-Germain is certainly the fastest-growing European sports brand in Japan in recent years. We look forward to implementing this partnership and driving our shared values of health and solidarity.”

As well as collaborating with PSG, Bulk Homme has also announced the club’s star striker Kylian Mbappe as its new global brand ambassador. Besides, becoming the poster boy of Bulk Homme advertising campaigns, he will also be a key adviser to the company as it expands globally and spurs its drive to become an eco-friendly brand.

In return, Bulk Homme will lend its support to the FIFA World Cup winner’s charity initiative, Inspired by KM Project, which provides support to 98 disadvantaged children living in France.

The 20-year-old French striker, one of the world’s most marketable athletes in the world, has been on a personal endorsement spree, scoring deals with French organic children’s food brand Good Gout and luxury watchmaker Hublot over the past year.