Early 2023 saw price hikes for premium beauty brands, including Shiseido's Nars, Kosé Corp's Cosme Decorte and Jill Stuart. This factor, combined with rising living costs, could drive greater demand for the mass beauty and personal care segment over the early part of the forecast period, as local consumers become increasingly cautious with their expenditure, encouraging them to shift to mid-range or mass brands.
In March 2023, the local government announced that the wearing of face masks would be left to the discretion of individuals, which is likely to lead to less frequent wearing of face masks among the local population. In addition, airlines are offering discounts and promotions, both domestically and internationally, increasing opportunities to take holidays, and encourage consumers to invest in their appearance while looking to replicate the latest trends.
In recent years, Korean and Chinese colour cosmetics have been gaining in popularity, especially among younger generations of Japanese consumers, due to their inexpensive prices, and attractive packaging and designs. However, colour cosmetics from Thailand are attracting attention as the next major trend.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care 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 Mass Beauty and Personal Care 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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