I started writing this piece on Japanese beauty market trends and predictions for work but ended up abandoning it halfway through. It was intended for industry professionals, but I thought that I should finish it off and publish it here. Because what sort of madman researches and writes a report then does nothing with it?
I realise it’s niche. But niche can be skipped over if you’re not remotely bothered by it, but invaluable for the people who are interested in it. Do register your interest below if industry-related articles are something you’d like to see.
Anyway, my snapshot of 5 future key trends that will impact the Japanese cosmetics market in the remaining 2022 is below.
1Revenge Buying in Rehab
The concept of “revenge buying” stems from people seeking to make up for the 2 years the pandemic took from them by indulging in what they missed out on. Cosmetic brands have experienced a sudden surge in sales following the easing of COVID-19 lockdown restrictions. According to Japan’s Ministry of Economy, Trade, and Industry, makeup and fragrance sales have shot up by nearly 33% in 2022. Additionally, sales data from @cosme TOKYO stores in May 2022 marked an all-time high in monthly sales. In a recent survey conducted on istyle Inc.’s popular @cosme beauty portal, 70% of respondents expressed their desire to allocate more of their budget towards cosmetics and beauty services as they envision life post-pandemic.
Although consumers are enthusiastic about spending, their skincare and makeup preferences haven’t fully reverted to pre-pandemic norms. During the initial stages when restrictions on social gatherings were in place, Japanese beauty consumers shifted their primary focus from makeup to skincare.
The year 2022 has been dubbed by Japanese media as the “rehab period,” characterised by a prominent beauty trend favoring minimal makeup. Many women have grown accustomed to wearing light makeup after concealing their faces behind masks for over two years. A recent survey conducted by Neo Marketing reveals that 50% of women feel self-conscious about their current makeup and hairstyle choices. Moreover, over 60% of women express concern about appearing overly made up compared to others.
To avoid standing out and feeling embarrassed, Japanese beauty consumers are taking cautious steps towards a return to normalcy. Blushes featuring subtle hints of colour, sheer and glossy lip shades, and foundations with an almost translucent hue have emerged as winners in various bi-annual best cosmetics awards this year.
2Personalised Eyebrows
Up until recently, the lips and cheeks are the most important focal points in Japanese beauty looks. That has changed since COVID-19.
Brows have taken centre stage, with masks covering everything else. Japanese beauty consumers have become increasingly conscious of how their eyebrows look and how they can change the look of their faces. Following popular eyebrow trends is starting to become a thing of the past. Well-groomed eyebrows that suit the individual face shape and needs are now on-trend.
More focus has also been placed on eyebrow colour. According to Japanese keyword search data, searches for “colour eyebrows” is skyrocketing. Eyebrow mascaras and powders in pink and purple hues to blend in with fashionable hair colours have gained traction.
Roughly 50% of Japanese Gen Zers choose eyebrow treatment as the beauty service they want to try the most, according to a 2022 survey by market research firm Supcolo. Going forward, it will be commonplace for Japanese beauty consumers to regularly get their eyebrows professionally done.
3Sustainability Awareness
Based on Japanese word-of-mouth marketing data, we’ve seen a remarkable 1,076% surge in searches for “SDGs” during mid-2022 compared to the previous year.
Interestingly, it seems that guilt and the desire for personal improvement are key drivers behind sustainable choices among beauty consumers in Japan. An analysis of product reviews and social media posts has uncovered a growing trend in mentions of products that come in mini sizes and offer refills. Comments like “minis are more budget-friendly and user-friendly,” “refills make disposal more convenient,” and “synthetic brushes are easier to maintain” are frequently cropping up.
A recent survey conducted by Supcolo regarding future cosmetic purchases reveals that 20% of consumers are more inclined to choose beauty brands that actively promote SDGs initiatives. However, it’s important to note that Japanese public opinion on brands with environmental initiatives is often met with indifference and skepticism on social media platforms. This suggests that merely being transparent about your production methods may not be enough to capture consumer interest if they are not actively engaged in the provided information.
To succeed in the sustainable beauty products market in Japan, it’s crucial for brands to prioritise consumer-friendliness. Brands that put their users first, while also aligning with sustainability, are likely to experience greater commercial success compared to those who simply promote an idealized eco-conscious image.
4K-Beauty Inspired J-Beauty
Korean beauty, often referred to as K-beauty, has gained massive popularity among Japanese teenagers, largely due to the influence of K-pop culture. According to a 2021 survey by @cosme, 30% of Japanese teens express a strong interest in trying beauty products that are popular in Korea.
In Japan, there’s a growing fascination with beauty products in stick form because they are seen as easy to use. One notable example is the A’pieu Juicy-Pang UV Stick, a K-beauty product that made its debut in Japan in April 2022. The product was so highly sought after that the brand struggled to keep it in stock.
A key ingredient in K-beauty, Centella asiatica extract, also known as “cica,” has witnessed explosive popularity in Japan over the past year. Data from @cosme TOKYO stores reveals a staggering 14-fold increase in sales of cica products since the onset of the COVID-19 pandemic.
Traditionally, Japanese consumers have favoured domestically manufactured products from well-known brands over foreign imports. “Made in Japan” is synonymous with safety and quality. Interestingly, while Korean cica products continue to attract Gen Z consumers, cica products produced in Japan are gaining widespread appeal among older demographics. Daiso, Japan’s largest 100-yen store chain, recently garnered attention for its new Cica skincare range, entirely manufactured in Japan.
Brands that can provide domestically produced beauty sticks featuring cica as a key ingredient will be better positioned to connect with a broader range of Japanese consumers.
5A Different Take to Inclusivity
“Genderless” has been a trending keyword for the past few years. As unisex continues to be popular, another similar keyword has begun to trend in Japan — and that is “towanai” meaning “regardless” or “doesn’t matter”. It refers to products that are aimed at everyone regardless of gender, age, or skin colour. Searches for the keyword see a 17% increase in 2022 compared to the previous year.
Some brands have already jumped on the budding trend. Fujiko’s Zenjinrui (“all humankind”) Lip which is released in May 2022, for example, is a one-shade-only lipstick that is marketed to suit everyone. Instead of adapting to social-specific individuality, beauty products that are one-size-fits-all will continue to emerge in highly ethnically homogenous Japan.
As the Japanese population ages, the domestic beauty industry will take action to ensure that no consumer — regardless of gender or age — is left out of the conversation.
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