Using rice extracts as the basis of its skincare products and treatments, Japan’s Rice Force is looking to grow its reach globally. Jason Holland talks to CEO Noritaka Numata
By Jason Holland | Published in Spa Business 2015 issue 3
A Japanese brewery, where the traditional alcoholic drink sake was being made, is an unlikely place for a skincare company’s story to begin. It was noticed how soft the hands of master brewers – or toji – were despite their age. The discovery that it was the daily handling of rice that caused this effect led to research and development in the use of rice in cosmetics and, ultimately, the creation of Rice Force.
Number of extracts Based on the island of Shikoku, Rice Force launched in 2000 and CEO Noritaka Numata says the key to the skincare range with its Rice Power® Extract. “We add aspergillus, yeast and lactobacillus to rice extract, which is then fermented to create a natural ingredient high in amino acids, he explains. “Each extracted formula is numbered and categorised, and has different characteristics.”
Numata particularly notes extract No 11 – used in the company’s Deep Moisture series – which has been certified by the Japanese government for its ability to improve the skin’s moisture retention capacity. With a super-low molecular weight, it’s designed to absorb deeper into the skin than other moisturising ingredients to help it “retain moisture by itself and keep fresh and healthy”.
International expansion While Rice Force already supplies some spas internationally – including Moana Lani Spa and The Kahala Spa, Hawaii; the Schnitzler Beauty Lounge at Breidenbacher Hof, Germany; and the Hotel Esplanade Spa & Golf Resort, in the Czech Republic – it’s now ready to increase its reach – albeit at a steady pace.
Rather than targeting multiple locations, the Rice Force philosophy is to maintain exclusivity of its brand and to offer clients a personal approach. Numata says the plan is to continue to look worldwide to find luxury spas which “can guarantee the top service which is requested during Rice Force skincare treatments”. In return, Rice Force will “guarantee to spas high quality skincare treatments/products for their customers”.
Numata says Rice Force will be ready to announce partnerships with several spa resorts in the near future. But for now he’s not giving much away. What he does say is that “We’re a ship setting out into the open sea. We are guided by customers that serve as lighthouses as we continue our journey to provide joy.”
Spa-kit.net keywords: Rice Force
Read more from this issue of Spa Business magazine
View contents of Spa Business 2015 issue 3
Letters:
Investors better placed to make profits in spas than operators, says Roger Allen
News report: LivNordic
Raison d’Etre signs a deal with Viking Cruise Lines for its LivNordic spa brand
Trends: Spa Foresight™ 2015
The team behind Spa Business share their insights on what the world of wellness will look like in the future
Interview – Craig Cogut:
The founding partner of Six Senses’ investment firm Pegasus Capital Advisors reveals his vision for the spa operator. Rhianon Howells reports
Promotional feature: RKF Linen
Founder and CEO Riadh Bouaziz talks about the development of the linen company’s revolutionary
new Dreamsoft product and its uptake in leading hotels and spas worldwide
Thought Leaders: Expert predictions
Thought leaders from around the world, working in different industry sectors, talk about spa trends, challenges and growth opportunities
Promotional feature: Thalgo
After 50 successful years in the professional spa and beauty industry, the Thalgo brand is as strong and as innovative
as ever
Promotional feature: ManageMySpa
CEO Sudheer Koneru explains how a move from enterprise technology into spa
software resulted in the creation of a powerful system
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
+ More featured suppliers
COMPANY PROFILES
Blu Spas, Inc.
Blu is a full-service firm offering project feasibility, planning and design as well as operational [more...]
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Voya Organic Beauty, founded in 2006 in Ireland by Mark Walton and Kira Guckian Walton, is a private [more...]
Using rice extracts as the basis of its skincare products and treatments, Japan’s Rice Force is looking to grow its reach globally. Jason Holland talks to CEO Noritaka Numata
By Jason Holland | Published in Spa Business 2015 issue 3
A Japanese brewery, where the traditional alcoholic drink sake was being made, is an unlikely place for a skincare company’s story to begin. It was noticed how soft the hands of master brewers – or toji – were despite their age. The discovery that it was the daily handling of rice that caused this effect led to research and development in the use of rice in cosmetics and, ultimately, the creation of Rice Force.
Number of extracts Based on the island of Shikoku, Rice Force launched in 2000 and CEO Noritaka Numata says the key to the skincare range with its Rice Power® Extract. “We add aspergillus, yeast and lactobacillus to rice extract, which is then fermented to create a natural ingredient high in amino acids, he explains. “Each extracted formula is numbered and categorised, and has different characteristics.”
Numata particularly notes extract No 11 – used in the company’s Deep Moisture series – which has been certified by the Japanese government for its ability to improve the skin’s moisture retention capacity. With a super-low molecular weight, it’s designed to absorb deeper into the skin than other moisturising ingredients to help it “retain moisture by itself and keep fresh and healthy”.
International expansion While Rice Force already supplies some spas internationally – including Moana Lani Spa and The Kahala Spa, Hawaii; the Schnitzler Beauty Lounge at Breidenbacher Hof, Germany; and the Hotel Esplanade Spa & Golf Resort, in the Czech Republic – it’s now ready to increase its reach – albeit at a steady pace.
Rather than targeting multiple locations, the Rice Force philosophy is to maintain exclusivity of its brand and to offer clients a personal approach. Numata says the plan is to continue to look worldwide to find luxury spas which “can guarantee the top service which is requested during Rice Force skincare treatments”. In return, Rice Force will “guarantee to spas high quality skincare treatments/products for their customers”.
Numata says Rice Force will be ready to announce partnerships with several spa resorts in the near future. But for now he’s not giving much away. What he does say is that “We’re a ship setting out into the open sea. We are guided by customers that serve as lighthouses as we continue our journey to provide joy.”
Spa-kit.net keywords: Rice Force
Read more from this issue of Spa Business magazine
View contents of Spa Business 2015 issue 3
Letters:
Investors better placed to make profits in spas than operators, says Roger Allen
News report: LivNordic
Raison d’Etre signs a deal with Viking Cruise Lines for its LivNordic spa brand
Trends: Spa Foresight™ 2015
The team behind Spa Business share their insights on what the world of wellness will look like in the future
Interview – Craig Cogut:
The founding partner of Six Senses’ investment firm Pegasus Capital Advisors reveals his vision for the spa operator. Rhianon Howells reports
Promotional feature: RKF Linen
Founder and CEO Riadh Bouaziz talks about the development of the linen company’s revolutionary
new Dreamsoft product and its uptake in leading hotels and spas worldwide
Thought Leaders: Expert predictions
Thought leaders from around the world, working in different industry sectors, talk about spa trends, challenges and growth opportunities
Promotional feature: Thalgo
After 50 successful years in the professional spa and beauty industry, the Thalgo brand is as strong and as innovative
as ever
Promotional feature: ManageMySpa
CEO Sudheer Koneru explains how a move from enterprise technology into spa
software resulted in the creation of a powerful system
Gran Hotel Taoro in northern Tenerife, Spain, has completed the final phase of its three-year
renovation with the debut of its Sandára Wellness Centre.
Hand and Stone Massage and Facial Spa, the spa business with more than 650 locations across
the US and Canada, has appointed franchise expert Carrie Walsh as CEO as the company plans
to expand.
Synergy – The Retreat Show, the global trade show for retreats, has launched a global research
initiative that will provide insights into the retreat sector from both consumer and industry
perspectives.
The Wellness Tourism Association (WTA) has published a non-regulatory global industry
framework designed to ensure the retreat market offers responsible experiences.
A new survey of UK and international spa practitioners shows that stress, burnout and
wellbeing concerns have caused one in three respondents to consider leaving the industry.
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England
with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’
concept.
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
+ More featured suppliers
COMPANY PROFILES
Blu Spas, Inc. Blu is a full-service firm offering project feasibility, planning and design as well as operational [more...]
