Japanese beauty landscape
Japan is one of the world’s leading markets for cosmetics and personal care products. Home to large multinational corporations, such as Kao Corporation, Kosé Corporation, and Fancl Corporation, the market is driven by innovative products and high-quality standards preset by strict regulations on cosmetics and a competitive landscape.To set itself apart from domestic competitors, Shiseido products draw inspiration from cutting-edge western pharmaceuticals, while based on traditional East Asian beauty philosophies. Despite the focus of its products on the high-end spectrum, the company continues to be favored by domestic consumers and is regarded as Japan’s most successful cosmetic enterprise.
Consumer trends
Japanese consumers value high-quality products and state-of-the-art technologies when purchasing beauty goods. Therefore, dermatological cosmetics, marketed for its involvement of medical professionals in the development processes, registered surging sales in recent years.Apart from recommendations by medical experts, consumers are looking at ingredients and production processes in their product choices. The consciousness for organic and cruelty-free cosmetics is emerging, influenced by Western trends. Fragrance-free skincare and make-up are growing popular for being gentle on the skin. Quickly appliable make-up caters to the busy lifestyle of Japanese consumers.
As trends are boosting sales growth and opening up new market segments, the beauty industry is facing decreasing sales amid the coronavirus (COVID-19) pandemic. With consumers wearing face masks more frequently and the protective equipment removing make-up during usage, the demand for beauty products is impacted negatively.
