The Rise of Skinimalism: How KIZEN and Suntory Are Redefining Men's Skincare in the U.S.

Table of Contents

1. Key Highlights:
2. Introduction:
3. The Evolving Landscape of Men's Skincare Preferences
4. KIZEN: A Singular Solution for Multifaceted Needs
5. Japanese Innovation Meets American Market Demands
6. The Pillars of KIZEN's Value Proposition: Convenience, Efficacy, and Wellness
7. The Broader Impact of Suntory's Strategic Expansion
8. FAQ:

Key Highlights:

• The "Skinimalism" Movement: Research indicates a strong preference among U.S. men for streamlined, effective skincare routines, with half finding multi-product regimens cumbersome.
• KIZEN's 3-in-1 Solution: Suntory's KIZEN brand introduces a Complete Facial Moisturizer that consolidates toner, serum, and cream into a single product, leveraging patented Water Bond Technology™ for rapid, visible results.
• Targeted Innovation: Developed in Japan, KIZEN directly addresses the American male consumer's demand for simplicity, efficacy, and wellness integration in skincare, featuring unique ingredients like Spanish oak extract.

Introduction:

The global perception of men's grooming has evolved significantly, shifting from rudimentary hygiene to a more holistic approach that encompasses personal wellness and self-care. This paradigm shift is particularly evident in the skincare sector, where men are increasingly seeking products that offer both efficacy and convenience. Gone are the days when a simple bar of soap sufficed for facial care; contemporary men are more invested in maintaining healthy, vibrant skin, yet often without the desire for elaborate, multi-step routines. This burgeoning demand for simplified yet powerful solutions has given rise to "skinimalism"—a portmanteau of "skin" and "minimalism"—a trend advocating for fewer, more potent products.

Against this backdrop, Japan-based Suntory, a global conglomerate renowned for its diverse portfolio spanning beverages to wellness, has strategically entered the U.S. men's skincare market with its KIZEN brand. KIZEN's flagship 3-in-1 Complete Facial Moisturizer represents a direct response to this evolving consumer landscape, aiming to bridge the gap between performance and simplicity. The launch is underpinned by extensive research highlighting that a significant majority of U.S. men prioritize ease of use and visible results, while many find the application of multiple skincare products bothersome. By combining toner, serum, and hydrating cream into a single, high-performance formula powered by patented Water Bond Technology™, KIZEN seeks to redefine men's skincare, offering a compelling proposition for those who desire healthy skin without the hassle. This strategic move by Suntory not only underscores a deep understanding of market needs but also leverages decades of research and development, particularly in ingredient innovation derived from its diverse corporate heritage.

The Evolving Landscape of Men's Skincare Preferences

For decades, the men's grooming market operated on a relatively straightforward premise: functional products for shaving, basic cleansing, and perhaps a general moisturizer. However, the 21st century has witnessed a dramatic transformation, propelled by shifts in societal attitudes towards masculinity, increased awareness of dermatological health, and the pervasive influence of social media. Men are now more openly discussing and investing in their appearance, recognizing that skincare is not merely an aesthetic pursuit but an integral component of overall health and well-being.

A foundational element driving this evolution is the rising consciousness around skin health. Environmental factors such as pollution, sun exposure, and daily stressors take a toll on the skin, prompting men to seek protective and restorative solutions. Furthermore, an aging global population means a greater emphasis on anti-aging concerns, with men desiring products that can mitigate the visible signs of aging, such as fine lines, wrinkles, and uneven skin tone. This growing awareness has fostered a more educated consumer base, one that scrutinizes ingredient lists and expects tangible results.

Concurrently, the stigma historically associated with men engaging in elaborate self-care routines has largely dissipated. Influencers, celebrities, and even professional athletes openly share their grooming regimens, normalizing and even popularizing advanced skincare practices among male audiences. This cultural shift has paved the way for brands to innovate beyond basic formulations, introducing sophisticated products once exclusively marketed to women.

Yet, despite this heightened engagement, a distinct preference has emerged within the male demographic: a desire for efficiency. Unlike some female consumers who may view a multi-step skincare routine as a ritualistic indulgence, many men, often citing busy schedules or a preference for straightforward solutions, find complex regimens daunting and time-consuming. This intersection of increased interest in skincare and a demand for simplicity has created fertile ground for the "skinimalism" movement. Skinimalism advocates for a streamlined approach, focusing on a few highly effective, multi-tasking products that deliver maximum benefits with minimal effort. It rejects the notion that more steps automatically equate to better results, instead championing smart formulations that condense multiple functions into one.

This trend is not merely anecdotal; it is strongly supported by consumer research. A recent Kantar study, encompassing over 1,400 men aged 25-65 across major U.S. cities, provides compelling data. It reveals that over 83% of men use a skincare product at least monthly, with moisturizers and facial cleansers being the most common. Crucially, nearly 80% of these men emphasized the importance of skincare products being "simple and easy to use." Furthermore, 74% expressed a desire for "quick, visible results," and approximately half of male skincare users reported finding the application of multiple products bothersome. These findings unequivocally underscore a market ripe for innovation that caters to the pragmatic, results-oriented, yet time-conscious modern man. The study also highlighted that 80% of men consider skincare an important part of their health and wellness routine, further cementing the idea that self-care is no longer a niche interest but a mainstream priority. The challenge for brands, then, is to deliver sophisticated, high-performance solutions that integrate seamlessly into a fast-paced lifestyle, offering visible benefits without demanding a significant time investment.

KIZEN: A Singular Solution for Multifaceted Needs

The U.S. launch of KIZEN's 3-in-1 Complete Facial Moisturizer by Suntory Wellness America represents a direct and strategic response to the documented demand for streamlined, effective men's skincare. This product stands as a testament to the "skinimalism" philosophy, ingeniously combining the functionalities of a toner, serum, and hydrating cream into a single application. For the modern man, this translates to a significantly abbreviated routine—a single product replacing what traditionally would require three distinct steps, thereby saving time and reducing perceived hassle.

At the core of KIZEN's innovative formulation is its patented Water Bond Technology™. This proprietary system is engineered to perform a multi-tiered action: it first delivers toner-like hydration to prepare the skin, then transports concentrated serum ingredients deep into the dermal layers for targeted treatment, and finally seals in moisture with rich cream components. This sequential yet integrated delivery mechanism ensures that the skin receives comprehensive care from a single application. Toners are typically used to balance pH and prep the skin for subsequent treatments, serums are concentrated formulas designed to address specific concerns like anti-aging or hyperpigmentation, and creams provide essential moisture and barrier support. KIZEN's ability to encapsulate these distinct functions within one product, while maintaining their individual efficacy, is a significant technological achievement.

The efficacy of KIZEN's Complete Facial Moisturizer is not solely dependent on its technological architecture; it is also enriched by a selection of key active ingredients, many of which draw from Suntory’s extensive research and natural ingredient expertise. Foremost among these is Suntory's Spanish oak extract. The company's heritage, particularly in crafting fine whiskies, led to a decade-long exploration by KIZEN's Research and Development team into the unique properties of Spanish oak. This research culminated in the discovery that polyphenols extracted from Spanish oak possess significant benefits for improving skin texture and appearance. These compounds are known for their antioxidant properties, which can help protect the skin from environmental damage, and their potential to soothe and refine the skin's surface.

Beyond Spanish oak, KIZEN incorporates oolong tea extract, another ingredient with strong antioxidant capabilities that can help combat free radicals and contribute to a healthier-looking complexion. Acetyl hexapeptide-8, often referred to as "Botox in a jar," is a synthetic peptide known for its ability to reduce the appearance of fine lines and wrinkles by inhibiting muscle contractions. Squalene, a natural emollient, provides deep hydration, mimicking the skin's natural oils to maintain suppleness and elasticity without feeling greasy. This combination of traditional botanical extracts with cutting-edge peptides and emollients creates a powerful synergy, targeting multiple skin concerns from hydration and texture to signs of aging.

The brand promises rapid visible results, with users reporting noticeable improvements in skin texture and hydration in as few as 10 days. This quick turnaround is a crucial factor for modern consumers who expect efficiency not just in application, but also in outcome. Furthermore, KIZEN's commitment to skin health extends to its formulation principles: the moisturizer is paraben-free, dermatologist-approved, and hypoallergenic. These attributes address growing consumer demand for clean beauty products and cater to individuals with sensitive skin, broadening its appeal.

KIZEN offers the Complete Facial Moisturizer in two distinct blends to cater to individual preferences: the Kyoto Blend, which features sophisticated woody, amber, and musk notes, providing a subtle sensory experience, and the Neutral Blend, which is minimally scented for those who prefer fragrance-free products. This choice allows consumers to select a product that aligns with their personal style and sensitivity, further demonstrating KIZEN's attention to diverse consumer needs.

Makoto Sakamaki, Chief Executive Officer at Suntory Wellness America, emphasizes the brand's mission: "With today's busy consumers in mind, we are launching KIZEN to directly answer their demand for simplified skincare products that are easy-to-use yet effective. With our patented Water Bond Technology™, we deliver results you can feel in just one short minute to apply the product. Most men are looking for healthier and hydrated skin. When your skin is in good condition, you naturally feel more confident and positive. That's one of the reasons we're thrilled by the feedback from users noticing real change from using KIZEN in just 10 days." His statement encapsulates the brand's core value proposition: combining advanced technology with consumer-centric design to deliver a transformative, yet effortless, skincare experience. The emphasis on confidence and positive self-perception links skincare directly to broader wellness goals, aligning with the Kantar study's findings that 80% of men consider skincare an important part of their health and wellness routine.

Japanese Innovation Meets American Market Demands

The genesis of KIZEN lies in Japan, a country renowned globally for its pioneering advancements in skincare technology and a profound appreciation for meticulous product development. This rich heritage imbues KIZEN with a distinctive quality, blending cutting-edge scientific research with a philosophy rooted in natural ingredients. Suntory's decision to develop KIZEN in Japan, specifically at the Suntory World Research Center in Kyoto, before launching it in the U.S. market, is a deliberate strategy to leverage this expertise.

Japanese skincare, often referred to as J-Beauty, is characterized by its emphasis on gentle yet highly effective formulations, advanced ingredient science, and a holistic approach to skin health. Unlike some trends that prioritize immediate, aggressive results, J-Beauty focuses on long-term skin health, barrier function, and hydration. This philosophy aligns perfectly with the evolving demands of the American male consumer, who, as the Kantar study indicates, seeks not only quick, visible results but also sustainable improvements in skin condition as part of a broader wellness regimen.

Suntory's foray into skincare, particularly for men, is not a sudden pivot but an extension of its long-standing commitment to health and wellness. The company, globally recognized for its beverage empire, including iconic whiskies like Yamazaki and Hibiki, has a deep-seated tradition of research into natural compounds. This extensive R&D capacity, honed over decades in diverse fields, provided the perfect platform for exploring novel skincare solutions.

A particularly illustrative example of this cross-pollination of expertise is the discovery of Spanish oak extract's benefits. Suntory's profound understanding of oak's role in the aging process of spirits, where it imparts unique flavors and characteristics, led its researchers to investigate other potential properties of this venerable tree. This extensive, decade-long research initiative uncovered that specific polyphenols extracted from Spanish oak possess significant advantages for skin health, including enhancing texture and appearance. This dedication to ingredient discovery, leveraging insights from seemingly disparate industries, exemplifies the innovative spirit characteristic of Japanese R&D. These findings were then meticulously integrated into KIZEN's formulations, demonstrating a scientific rigor that goes beyond superficial trends.

The transition from a Japanese-developed product to one tailored for the American market involved a careful consideration of cultural nuances and specific consumer preferences. While the core philosophy of efficacy and simplicity remains universal, the American market often demands direct communication, quantifiable results, and convenience that fits into a fast-paced lifestyle. KIZEN addresses this by emphasizing its 3-in-1 functionality, rapid visible results (as few as 10 days), and its "one-short-minute-to-apply" promise, directly speaking to the American consumer's need for efficiency. The availability of both a scented Kyoto Blend and a minimally scented Neutral Blend also reflects an understanding of diverse sensory preferences within the U.S. market.

Furthermore, Suntory's established global presence and robust supply chain infrastructure facilitate the seamless introduction and distribution of KIZEN in the U.S. The brand's launch through kizenskincare.com and Amazon US ensures broad accessibility, tapping into the prevalent e-commerce habits of modern consumers. This strategic entry leverages the strength of Suntory's corporate identity while introducing a specialized wellness product that stands on its own merit.

The Kantar study, designed to represent the average U.S. male consumer and skincare user across age, ethnicity, and region, provided critical insights that shaped KIZEN's positioning. The revelation that nearly 8 in 10 men prioritize "simple and easy to use" products, coupled with the fact that about half find using multiple items bothersome, directly informed the development and marketing of the 3-in-1 moisturizer. This iterative process, where deep market research guides product innovation, ensures that KIZEN is not just an advanced product, but a highly relevant one for its target audience. By fusing sophisticated Japanese technology with a clear understanding of American male consumer demands, KIZEN is poised to carve out a significant niche in the competitive U.S. men's skincare landscape.

The Pillars of KIZEN's Value Proposition: Convenience, Efficacy, and Wellness

KIZEN's entry into the U.S. men's skincare market is built upon a compelling value proposition that skillfully intertwines convenience, demonstrable efficacy, and a broader commitment to personal wellness. These three pillars directly address the core motivations and pain points identified in contemporary male consumer behavior.

Convenience: Redefining the Skincare Routine The central tenet of KIZEN's appeal is its unparalleled convenience. By consolidating toner, serum, and cream into a single product, the 3-in-1 Complete Facial Moisturizer eradicates the need for multiple bottles, numerous application steps, and the associated time commitment. This "skinimalist" approach resonates deeply with men who often express a desire for streamlined routines. In a world where time is a premium, shaving precious minutes off a morning or evening routine can be a significant differentiator. The Kantar study vividly illustrates this, with nearly 80% of men reporting that simplicity and ease of use are paramount, and a full 50% finding multi-step routines bothersome. KIZEN offers a practical solution to this widespread frustration.

Beyond mere time-saving, the convenience factor extends to the psychological aspect. A complex routine can be intimidating, especially for men new to skincare or those who perceive it as overly feminine or indulgent. A single, multi-functional product lowers the barrier to entry, making comprehensive skincare accessible and approachable. It removes the guesswork of product layering and ingredient compatibility, simplifying the entire process from purchase to application. The existence of a travel-friendly 20 mL bottle further enhances this convenience, allowing men to maintain their skincare regimen effortlessly even while on the go, without juggling multiple products.

Efficacy: Delivering Tangible Results Convenience without performance is ultimately unsustainable. KIZEN's second pillar, efficacy, ensures that the simplified routine does not compromise on results. The brand explicitly states "rapid visible results," with noticeable improvements in skin texture and hydration reported in as few as 10 days. This promise of quick, tangible outcomes directly addresses the 74% of men who, according to the Kantar survey, want skincare products that deliver "quick, visible results."

The efficacy is driven by KIZEN's patented Water Bond Technology™, which ensures optimal delivery of active ingredients, and the strategic selection of those ingredients. Spanish oak extract, oolong tea extract, acetyl hexapeptide-8, and squalene are not merely buzzwords; they are scientifically backed components. Spanish oak and oolong tea extracts provide antioxidant protection, combating environmental stressors that lead to premature aging and dullness. Acetyl hexapeptide-8, a peptide, targets fine lines and wrinkles, offering a non-invasive approach to smoother skin. Squalene acts as a powerful emollient, locking in moisture and reinforcing the skin's natural barrier, leading to improved hydration and a more supple feel. This synergistic blend means that each application works on multiple fronts—hydrating, treating, and protecting—to achieve a healthier, more vibrant complexion. The dermatologist-approved and hypoallergenic formulation further underscores the brand's commitment to effective, yet gentle, care suitable for a broad range of skin types, including sensitive skin.

Wellness: Integrating Skincare into a Holistic Lifestyle The third, and increasingly critical, pillar of KIZEN's value proposition is its alignment with the broader wellness movement. The Kantar study revealed that 80% of men consider skincare an important part of their health and wellness routine, with nearly 90% using skincare regularly. This indicates a profound shift in perception, where skincare is no longer seen as a superficial concern but as a vital component of self-care and overall well-being.

KIZEN taps into this holistic view by promoting the idea that good skin health contributes to enhanced confidence and a more positive self-image. As Makoto Sakamaki articulated, "When your skin is in good condition, you naturally feel more confident and positive." This connection between physical appearance and psychological well-being is a powerful motivator. By offering a product that makes achieving healthy skin effortless, KIZEN empowers men to integrate this aspect of self-care into their busy lives without adding stress.

Moreover, Suntory's overarching corporate philosophy, "to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature," naturally extends to KIZEN. The brand's use of natural extracts, its focus on research-backed solutions, and its Japanese origins—a culture deeply intertwined with harmony and balance—lend credibility to its wellness claims. KIZEN is positioned not just as a product for skin improvement, but as a tool for fostering a sense of confidence, self-care, and overall vitality, aligning perfectly with the modern man's evolving definition of wellness.

By masterfully combining these three pillars, KIZEN offers more than just a moisturizer; it provides a comprehensive solution that respects men's time, delivers on its promises, and seamlessly integrates into a lifestyle centered on health and self-improvement. This strategic positioning allows KIZEN to differentiate itself in a crowded market and appeal to the discerning demands of the contemporary male consumer.

The Broader Impact of Suntory's Strategic Expansion

Suntory's launch of KIZEN in the U.S. men's skincare market transcends the introduction of a single product; it signifies a strategic and impactful expansion for a global conglomerate. This move is indicative of larger trends in the consumer goods sector, where established companies are diversifying their portfolios and leveraging their core competencies in innovative ways.

Suntory Group, with an annual revenue of $20.3 billion in 2024 and a diverse portfolio ranging from iconic Japanese whiskies to popular non-alcoholic beverages and health supplements, possesses a unique set of advantages. Its decades of investment in research and development, particularly in understanding natural compounds and their effects on human health, have created a robust scientific foundation. This institutional knowledge, exemplified by the decade-long research into Spanish oak extract, allows Suntory to enter new markets with products that are not only innovative but also scientifically validated. The ability to cross-pollinate research insights from whisky production into skincare development demonstrates a sophisticated approach to innovation that few companies can replicate.

The decision to target the U.S. men's skincare market specifically is also significant. The U.S. remains one of the largest and most influential consumer markets globally. A successful entry here can establish a strong foothold and serve as a springboard for further international expansion in the beauty and wellness sector. Moreover, the men's grooming segment, while growing rapidly, still presents substantial untapped potential compared to the more mature women's market. By focusing on a clear pain point – the hassle of multi-step routines – KIZEN directly addresses a discernible gap in the market, positioning Suntory as a responsive and consumer-centric innovator.

This expansion also reflects Suntory's long-term vision of inspiring the "brilliance of life" and promoting wellness. The company's diverse product offerings, from healthy beverages to its existing health and wellness product Sesamin EX, illustrate a coherent strategy to cater to consumers' evolving health consciousness. KIZEN fits seamlessly into this narrative, extending Suntory's commitment to well-being into the realm of personal care. This strategic alignment can reinforce brand loyalty among existing Suntory consumers and attract new ones who prioritize holistic health solutions.

Furthermore, KIZEN's success could pave the way for future product innovations from Suntory in the men's grooming space. The patented Water Bond Technology™ and the proprietary Spanish oak extract represent valuable intellectual property that can be further leveraged across a range of products, from cleansers to specialized treatments. This initial launch could be the first step in building a comprehensive men's skincare line under the KIZEN brand, capitalizing on consumer trust and brand recognition.

From an economic perspective, this diversification helps Suntory mitigate risks associated with reliance on specific market segments. While its beverage business remains a cornerstone, investing in high-growth areas like specialized skincare allows for portfolio resilience and access to new revenue streams. The premium positioning of KIZEN, while still accessible, also contributes to a higher-margin product category compared to some of its mass-market beverage offerings.

Finally, Suntory's emphasis on products "developed, designed, and produced in Japan – made for the American man" highlights a thoughtful approach to global commerce. It respects the consumer's appreciation for Japanese quality and innovation, while simultaneously demonstrating a keen understanding of local market needs and preferences. This dual focus ensures that the brand maintains its authentic roots while effectively connecting with its target audience. The success of KIZEN will not only impact the men's skincare market but also underscore Suntory's agility and foresight as a diversified global enterprise committed to innovation and consumer well-being.

FAQ:

Q1: What is "skinimalism" and how does KIZEN align with it? A1: "Skinimalism" is a trending concept in skincare that combines "skin" and "minimalism." It advocates for simplifying one's skincare routine by using fewer, but highly effective, multi-functional products. KIZEN aligns perfectly with skinimalism through its 3-in-1 Complete Facial Moisturizer, which combines the benefits of a toner, serum, and hydrating cream into a single product. This eliminates the need for multiple steps and products, offering a streamlined yet comprehensive solution for skin health.

Q2: What are the key active ingredients in KIZEN's 3-in-1 Complete Facial Moisturizer? A2: KIZEN's formula features several key active ingredients:

• Suntory's Spanish oak extract: Derived from over a decade of research, this extract contains polyphenols known to improve skin texture and appearance.
• Oolong tea extract: A potent antioxidant that helps protect the skin from environmental damage.
• Acetyl hexapeptide-8: A synthetic peptide often used to reduce the appearance of fine lines and wrinkles.
• Squalene: A natural emollient that provides deep hydration and helps seal in moisture, supporting the skin's natural barrier. These ingredients work synergistically to hydrate, nourish, and revitalize the skin.

Q3: What is Water Bond Technology™ and how does it benefit the skin? A3: Water Bond Technology™ is KIZEN's patented innovation. It is a unique formula designed to hydrate, treat, and protect the skin in a single step. This technology works by delivering toner ingredients for hydration, then transporting concentrated serum ingredients deep into the skin for targeted benefits, and finally sealing in moisture with cream ingredients. This integrated delivery system ensures comprehensive skincare from a single application, maximizing efficiency and efficacy.

Q4: How quickly can I expect to see results from using KIZEN? A4: KIZEN is designed to deliver rapid visible results. Users have reported noticing improvements in skin texture and hydration in as few as 10 days of consistent use. This quick turnaround is a key feature, addressing the demand from consumers for products that offer fast, tangible benefits.

Q5: Is KIZEN suitable for all skin types, including sensitive skin? A5: Yes, KIZEN's 3-in-1 Complete Facial Moisturizer is formulated with skin sensitivity in mind. It is paraben-free, dermatologist-approved, and hypoallergenic, making it suitable for a wide range of skin types, including those prone to sensitivity. Always perform a patch test if you have known sensitivities to new products.

Q6: Are there different versions of the KIZEN Complete Facial Moisturizer available? A6: Yes, KIZEN offers two blends of its Complete Facial Moisturizer:

• Kyoto Blend: Features a refined scent profile with woody, amber, and musk notes.
• Neutral Blend: Minimally scented for individuals who prefer fragrance-free skincare products or have sensitivities to scents. This choice allows consumers to select the product that best fits their personal preferences.

Q7: Where is KIZEN developed and manufactured? A7: KIZEN is developed, designed, and produced in Japan, specifically at the Suntory World Research Center in Kyoto. This leverages Japan's renowned expertise in advanced skincare technology and meticulous product development, ensuring high-quality and innovative formulations. While developed in Japan, the product is specifically "made for the American man," with formulations and marketing tailored to the preferences of the U.S. market.

Q8: Who is Suntory and what is their background in skincare? A8: Suntory Group is a global leader in the beverage industry, headquartered in Japan, known for brands like Yamazaki and Jim Beam whiskies, and various non-alcoholic beverages. Suntory has a long history of research in health and wellness, extending beyond beverages. Their expertise in understanding natural compounds and extensive R&D capabilities, including the decade-long research into Spanish oak, laid the foundation for their strategic entry into the skincare market with KIZEN.

Q9: Why did Suntory decide to launch KIZEN specifically for men in the U.S. market? A9: Suntory's decision was driven by extensive market research, including a Kantar study, which revealed significant demand among U.S. men for simple, easy-to-use, and effective skincare products that deliver quick, visible results. The study also highlighted that many men find multi-step routines burdensome and view skincare as an important part of their overall health and wellness. KIZEN was developed to directly address these unmet needs and capitalize on the growing "skinimalism" trend within the male demographic.

Q10: What are the benefits of using a 3-in-1 moisturizer compared to separate toner, serum, and cream products? A10: The primary benefits of a 3-in-1 moisturizer like KIZEN include:

• Time-saving: Significantly reduces the number of steps and time required for a complete skincare routine.
• Convenience: Simplifies product selection and application, making skincare more accessible and less intimidating.
• Cost-effectiveness: Often more economical than purchasing three separate high-quality products.
• Reduced clutter: Less shelf space occupied by multiple bottles.
• Optimized synergy: Formulated to ensure active ingredients work effectively together without compatibility issues, as opposed to potentially mismatched separate products.