"Hogara" is a brand launched by female employees of TOYOSHIMA with the idea of "wanting to solve the problems they had while working, and to create products that reflect the voices of the frontline." The brand name is derived from an ancient Japan word that means "bright and wide." Based on actual experiences and first-hand voices from women close to him, he gathered and planned information on his own to realize the realism of "what we want now". With the aim of "a brand for women's comfortable daily life", we are developing "items with special functions" that can only be made by textile professionals TOYOSHIMA.
■ About "Hogara # OMAMORI sorts "
Until now, sanitary shorts has only been used by some women who are highly sensitive, but once used, it is a very satisfying product. Many customers who actually purchased the product said, "Why didn't you use it sooner?" Therefore, Hogara proposed using it in combination with sanitary products and as a leak prevention rather than the idea that the hurdles to use it would be high as a replacement for the conventional sanitary shorts sanitary products. We named it "# OMAMORI sorts" with the idea that it could "play a role like a mamori" on the beginning, near the end, and on many days. Until then, there had been a lot of appeal in terms of functionality such as water absorption sanitary shorts We are disseminating to the market with an emotional message that is close to the concerns and needs of women, and as a symbol of this, sanitary shorts We have developed a "omamori type pouch" as a package to put in.
In addition, under the supervision of an obstetrician and gynecologist, we are developing products that include a set of "Omamori Book" that summarizes menstruation with illustrations. The first period can be anxious for both parents and children. We made it so that parents and children can talk about menstruation before menarche. Even after you finish reading it, it has become a product that you can take with you as a gift for someday, and it has been well received.
Currently, inquiries from various places continue to increase, and opportunities to provide value other than products, such as training and educational opportunities related to femcare, are also increasing. It has established itself as a brand that can contribute to women's health and education.
■ Judges' CommentsDemand as gifts can be expected by selling a combination of the "Omamori Book" supervised by an obstetrician and gynecologist, the "Omamori Pouch" that can be used as a laundry net, and water-absorbing sanitary shorts. The "Omamori Book" summarizes the principles of physiology in a simple way, and is excellent from the perspective of communication design that creates opportunities for parents and children to have conversations.
■ About the Good Design Award
The Good Design Award is an activity to improve our lives and society through design. Since its inception in 1957, it has been widely used along with the "G Mark" of the symbol mark. It is given to products, architecture, software, systems, services, and many other things that surround us. Regardless of whether it has a form or not, it considers design to be something that people have built to fulfill some ideal or purpose, and evaluates and honors its quality.
Furthermore, in an increasingly complex society, design is required to solve problems and discover new themes, and expectations for design are increasing. Through judging and various promotions, the Good Design Award aims to support people who see the potential of design, expand the scope of what design can do and make use of, and create a society where each of us can live richly and creatively. In addition, it is not a system that competes for the superiority or inferiority of design, but a system that leads to the next "creation" by making new "discoveries" through screening and "sharing" with society along with the G Mark.
*Good Design Award official website URL: https://www.g-mark.org/
■ About Hogara
Hogara is a brand launched by a group of female employees of TOYOSHIMA as a group of volunteers. Why don't we make "what we want now"? I started with one word. The brand name is derived from an ancient Japan word meaning "bright and wide." The brand is characterized by issue-driven product development based on real voices. We reconsider the burden that we felt during our daily work and business trips as an issue unique to women, and we are consistently conducting planning and development and promotion. We sell products such as organic sanitary shorts and night bras that can only be made by textile professionals TOYOSHIMA, provide "HogaLife SUPPORT," a welfare service for BtoB companies that are close to the life stage of each working woman, and "HogaLabo," a community lab where everyone thinks about changes and issues in women's lifestyles. We operate the
・ Hogara EC site: https://hogara.jp/
・Welfare service "HogaLife SUPPORT": https://hogara.jp/hogalifesupport/
・Community Lab "HogaLabo": https://labo.hogara.jp/
