Hoyu develops disappearing tattoos, opening doors to body art

A design from Hoyu Co.'s Lucena temporary tattoo series representing the lunar cycle (Provided by Hoyu Co.)
'Tattoo is not taboo,' insist two hair dye company employees, and they've developed the product to prove it—vanishing tattoos made with special inks that disappear in a week.
While tattoos are widely accepted as an art form and fashion statement in many countries, in Japan the stigma against them remains fierce.
However, the creators of Lucena tattoos are out to challenge these negative assumptions, and hope to contribute to Japanese culture by opening a doorway to body art.
Hoyu Co., the Nagoya-based leading manufacturer and distributor of hair coloring products, started selling these made-to-fade tattoos on a trial basis last summer.
The Lucena tattoos are characterized by a rich variety of colors and designs. Users can choose their favorite designs from about 70 tattoo sticker sheets.
After the stickers are placed on the skin and the inks are applied over the top, the designs will stay visible for about a week.
Users can mix inks to create their favorite colors, according to Hoyu.
The tattoo series is the brainchild of Jun Fujii, 38, a member of the company's corporate planning division, who has spent extensive time abroad.
Fujii initially came up with the idea while studying in the United States.
He had noticed a special tattoo showing a blood type on an American friend's arm. His friend explained that this was a medical tattoo designed to prevent transfusions of the wrong blood type in a medical emergency.
Fujii began to realize that tattoos might have the potential to be more than just fashion statements.
This thought continued to grow after Fujii joined Hoyu and worked in Vietnam, Myanmar and other countries where he was exposed to different cultures that embrace tattoos.
About six years ago, Fujii pitched the idea of temporary tattoos to his supervisors, but was shot down. Still, he didn't give up and pitched the idea again in 2023 when an in-house program was launched to create new businesses.
Fujii has teamed with a former researcher, Shingo Yamaguchi, also 38, to continue developing the Lucena tattoos, and the company is now ready to commercialize the tattoo series.
In Japan, tattoos are still viewed as incredibly taboo.
Recently, a tattooed woman employed at a long-established restaurant became a target for defamatory and slanderous comments on social media.
One post said, 'I will never go a restaurant where inked employees work.'
The vanishing Lucena tattoos are aimed at lessening this stigma and ensuring that people can safely enjoy trying out body art.
In recent years, 'fake tattoos' using stickers and body paint have become increasingly popular fashion statements.
However, according to the Consumer Affairs Agency, no clear standards have been set for the quality and safety of temporary tattoos in Japan.
Incidents of skin irritation and other issues have been reported, the agency cautioned in 2019.
Hoyu, which has been developing hair dyes for many years, has conducted extensive research on skin allergens to ensure product safety.
Fujii and Yamaguchi used the accumulated research in their development process, and the company manufactures and sells the temporary tattoos as 'cosmetics,' which have established safety standards and need to be reported to local governments.
'Because we are doing everything with just the two of us, there is a limit to the amount we can produce and the places we can visit to promote them,' Yamaguchi said.
Still, he said he can see the growing demand for the product, as many young people visit their booths at events and concert venues, eager to experience tattoos that disappear.
Fujii added, 'As people get more autonomy over their hair color (at work), there are more opportunities for self-expression. I hope the culture of coloring skin will also spread in Japan.'
The brand's Instagram account posts photos showing how to apply Lucena tattoos, and products are being sold on its official website.
A set that includes one tattoo sheet and two ink tubes is available for 3,980 yen ($28), including tax.

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