The government in Japan announced that from March 2023, the decision to wear face masks, both indoors and outdoors, will be left to the discretion of individuals, which is likely to offer stronger sales opportunities for colour cosmetics in the coming years. On the other hand, telecommuting and online lessons have become the “new normal” in Japan, making it challenging for some consumers to spend more frequent time outside of the home, reducing the likelihood of a full sales recovery to pre-pandemic levels by 2027.
The concept of personal colour, which identifies colours that suit individuals based on their skin, eye, and hair tone, is widely known among Japanese consumers, and is easily used as a criterion for selecting colour cosmetics. With the rising cost of living due to inflation, local consumers who do not want to make costly mistakes will likely continue to focus on products which best suit their own personal colour matches.
Compared to eye make-up and lip products, which have diversified in terms of features, such as resistance to fading, good colour rendering, colour variation, or packaging design, facial make-up tends to be dominated by product durability. However, with the recovery of occasions to interact with others and greater photo opportunities without face masks, the recent trend for wearing colourful eye make-up could switch to the desire for natural, translucent skin, and demand for facial make-up with light textures and natural finishes is expected to increase.
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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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