Premium Beauty and Personal Care in Japan

PROSPECTS

Strong focus on anti-ageing and skin care

Among premium beauty and personal care, skin care showed the most significant growth in 2017. This was supported by premium anti-agers in 2017 following the new product launch of Pola Cosmetics Inc’s Wrinkle Shot and Shiseido Co Ltd’s Elixir Wrinkle Cream.

Tourists and department store sales support growth

Sales of beauty and personal care products in department stores showed positive growth within the review period. The Japan Department Store Association reports that overall sales in department stores have been declining, especially in apparel.

Continuing growth of the female workforce

The Ministry of Internal Affairs and Communications reported that the population of working women grew to 29 million in 2017, the sixth consecutive year of growth. Within the total workforce, the percentage of women was 44% in 2017, following five consecutive years of growth.

COMPETITIVE LANDSCAPE

Shiseido Co Ltd remains strong

Shiseido Co Ltd continues to lead premium beauty and personal care, showing strong growth in skin care, especially anti-agers. Its growth in 2017 was primarily from the success of Elixir Wrinkle Cream launched in June.

Pola’s growth most significant

Pola Cosmetics Inc showed the strongest value growth in 2017 mainly from its success with Wrinkle Shot. After the launch and success of Wrinkle Shot, Pola has continued to launch premium products.

Noticeable growth in imported products

While domestic players remain strong, there has been noticeable growth within imported products from companies such as L’Oréal Groupe, Chanel SA and Estée Lauder Cos Inc. The Cosmetic Importers Association of Japan reported that the value of imported products showed 7% growth in 2017, the first positive growth for two years, and seen especially in colour cosmetics and fragrances.

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