After a year of significant decline for colour cosmetics in 2020, the continuation of the COVID-19 pandemic in 2021 led to a state of emergency for nearly 10 months of the year in Tokyo, and for this reason, the movement of people and opportunities to go out did not return as expected. Also, the Tokyo Olympics failed to lead to a significant recovery in domestic demand due to the continued restrictions.
With half of the face hidden by a mask, it can be said that the trend shifted from base facial make-up towards make-up that emphasises a particular part of the face, mainly the eyes, with eye make-up seeing the best performance after nail products in 2020 and 2021, despite still seeing decline. There is also an emerging concept of mole make-up using eyeliner.
Instead of thinking of make-up and fashion separately, as was the case in the past, there is an increasing trend to enjoy the fusion of make-up and fashion to match the mood of the day or to realise a consumer’s ideal image. Therefore, players from the apparel industry continued to enter colour cosmetics.
Colour cosmetics will continue to be promoted in the digital space or metaverse, with trials in physical shops remaining a concern in the wake of COVID-19. For example, NARS, a colour cosmetics brand under Shiseido, had a promotion utilising platforms such as TikTok and ZEPETO for promotion.
Traditionally, colour cosmetics focused on the consumer experience of testing textures and colours on the skin in offline channels. However, the prolonged pandemic led to consumer caution, shorter opening hours and the closure of retailers such as department stores and beauty specialist retailers, which resulted in virtual tools or consulting services via digital devices.
As a number of consumers continue to spend a lot of time at home due to the prolonged COVID-19 pandemic, consumers’ interest in cosmetic surgery has increased. Under such circumstances, in addition to self-expression, linking to mood and fashion, an increasing number of consumers are using make-up as a means to solve specific perceived problems with their own faces, and to simulate the characteristics obtained through cosmetic surgery.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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