Beauty and Personal Care Packaging in Japan

PRE-COVID-19 PERFORMANCE

Shiseido leads innovation in sustainable packaging in 2019

Japanese consumers have long been accustomed to using refills in beauty and personal care products, and such options are widely available in both store-based retail outlets and through e-commerce. However, the primary motivation has typically been economical, with refills offering significant savings.

Consumers in 2019 continue to hanker after small packaging solutions

Smaller packaging formats gained ground rapidly in Japan during the review period, especially in heavily fragmented categories such as colour cosmetics. Popular products offered in small formats include Media Mini from Kanebo Cosmetics Inc and Pico from Shisheido.

Instagrammable packaging remains highly attractive to Japanese consumers in 2019, and convenience continues to drive innovation

The popularity of Instagram remained high in Japan in 2019, with users increasingly on the lookout for photogenic products to share on social media. Several products garnered interest solely for their packaging design, with little attention paid to the product content.

2020 AND BEYOND

COVID-19 impact

Beauty and personal care packaging is seeing a very slight decline in overall growth in 2020, following its marginally negative growth in 2019. Fragrances packaging is falling fastest, followed by colour cosmetics packaging, with sun care and skin care packaging also in decline.

Recovery and opportunities

Overall growth in beauty and personal care packaging will rise slightly in 2020-21, then slowly decline and stagnate during the forecast period. Fragrances packaging and colour cosmetics packaging will gain ground rapidly in the first year of the forecast period, only to fall just as quickly and continue with very slow growth – in the case of colour cosmetics, growth is predicted to be marginal.

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