But, he lives and breathes his brand. He said he’d agreed to meet me on Alice’s recommendation and that he doesn’t meet with everyone. He doesn’t want a PR because he feels he can do it all himself. I suggest he is a control freak and he looks at me completely blankly. He’s just flown into London from Arizona for 24 hours only to turn round and head to South Africa tomorrow. I offer the suggestion that if he had a PR, he wouldn’t have to do these meetings and his time would be freer. He doesn’t feel anyone else can explain it as well as he can. Fair enough. So, we get to the products. There are currently three in the Shinso range, Essence, Glow and Mist. They’ve got a phenomenal amount of ingredients in them, all 69 sourced in Japan, including EGF, Superoxide Sismutase and Fullerenes (these three are the power players), Japanese herbs and botanicals, as well as deep sea waters. Nao claims that the products can lift your skin in front of your eyes; in fact, he is so convinced of it that he keeps smearing his face in Essence and saying, ‘Look, you see how my skin is lifting?’ ‘Actually,’ I say, ‘I’m afraid I don’t.’ Because the truth is, I genuinely can’t see any difference. I’ll put a rider on this – he has probably the most perfect, taut and line free skin I’ve ever seen on a man, so it’s possibly not a surprise that there is no real magic happening in front of my very eyes. But, it makes me feel cynical nonetheless.
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