Japanese consumers have long been accustomed to using refills, as many brands offer them, and they are easy to obtain both in-store and online. However, opting for refills was mainly done for cost saving reasons as refills tend to be cheaper than non-refillable products.
Over the review period, smaller packaging became increasing popular, especially in categories that are heavily fragmented, such as colour cosmetics. Products offered in smaller packaging include Kanebo Cosmetics Inc’s Media Mini and Shiseido Co Ltd’s Pico.
The popularity of Instagram is still high in Japan, and users are increasingly on the look out for photogenic products to share on social media. Some products gain attention just for their packaging design, regardless of the actual product content.
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