Colour Cosmetics in Japan

PRE-COVID-19 PERFORMANCE

Make-up for men showing signs of promise as new products appear in the market in 2019

Previously, men wearing make-up was not seen as mainstream, with it long considered as something only for female consumers. However, more consumers, especially younger people, are becoming more self-aware due to increasing exposure on social networks and feel the need to cover or smooth out their skin.

Multi-use cosmetics offer value, convenience and opportunity for creativity

Multipurpose colour cosmetics witnessed momentum during the review period, with products that can be used as a blush, eye shadow and for the lips, for example, proving popular. These products not only offer good value for money, but they also provide convenience with consumers needing to carry less items in their bag/purse, as well as saving time in the application.

Competition grows as new brands and products continue to flood the market, but Shiseido continues to rise above them all

Social networking sites such as Instagram continue to play a key role in terms of driving brand awareness and promoting new products. Apps such as LIPS continued to grow in popularity towards the end of the review period with these helping to drive demand and stimulate interest as a platform for sharing reviews and product news.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 9% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

All areas of colour cosmetics are expected to register a decline in 2019 constant value terms in 2020, largely due to consumers being forced to remain at home for a large part of the year. Although many consumers have carried out video conference calls from home for work and social reasons, which requires a certain level of personal grooming, in general the opportunities to wear colour cosmetics have declined.

Recovery and opportunities

The impact of COVID-19 on sales of colour cosmetics should be relatively short lived, with these products seen as a daily necessity by many women. With the 2020 Tokyo Olympics rescheduled for 2021 this should help provide a temporary boost to sales, with tourism being a key growth driver.

Files are delivered directly into your account within a few minutes of purchase.