Colour Cosmetics in Japan

PROSPECTS

The concept of men’s cosmetics emerges

Previously, men wearing make-up was not mainstream, as it was long considered as something for only 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.

New launches of men’s colour cosmetics

In September 2018, Acro from Pola Orbis Holdings launched a men’s cosmetics line, FIVEISM x THREE, including products such as concealer, foundation, eye make-up and nail products. Global players also launched men’s cosmetics lines, such as Chanel’s Boy De Chanel in 2018.

Social media remains an important platform to maintain a brand presence

Social networking sites such as Instagram continue to play a key role in terms of gaining awareness and spreading the word amongst consumers about products. In the review period, smartphone applications developed specifically for beauty emerged further and progressed this trend.

COMPETITIVE LANDSCAPE

Shiseido continues to lead colour cosmetics

Shiseido continued to lead colour cosmetics in value terms in 2018, maintaining a good balance of new products, brand renewals, and nurturing and improving existing brands. The company saw a strong increase in its value share in colour cosmetics in 2018.

Targeting the younger generation

A unique approach was Shiseido’s particular focus on young consumers. In January 2018, Shiseido began a project called Cosmetic Press, which introduces various limited-editions of products, which are either inspired by or target young consumers.

Chanel’s CHANEL MATSURI evokes Japanese authenticity

In 2018, global player Chanel held a special event in Japan entitled CHANEL MATSURI. The event took place in three major and historical locations in Japan – Tokyo, Kyoto and Itsukushima.

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