Executive Summary

Jun 2019
PROSPECTS
Products with high unit prices attract attention

In the review period, products with extremely high unit prices were launched in the Japanese market, which supported the growth of the premium segment. In 2018, Kao Corp further accelerated premiumisation by launching an anti-ageing cream called Est The Cream TR, which cost JPY30,000 (exc.

Fragrances shows strong growth

Within premium beauty and personal care, premium fragrances showed the strongest current value growth in 2018. This was mainly due to the low level of maturity in fragrances in the Japanese market.

Beauty sections expand in department stores

Department stores continued to be the key distribution channel for premium beauty and personal care products in 2018, with most products sold through this channel. In 2018, despite the growth of internet retailing in the country, sales of beauty products in department stores were maintained, whilst other products, such as apparel, struggled.

COMPETITIVE LANDSCAPE
Shiseido leads premium beauty and personal care

Shiseido continued to lead premium beauty and personal care in 2018, seeing strong growth for brands such as Elixir and Clé de Peau Beauté. In 2018, Clé de Peau Beauté introduced unique store-based retail concepts which further nourished its brand image.

The importance of the in-store experience

Whilst purchasing beauty and personal care products online is convenient, the in-store experience is important for consumers to experience a brand and for companies to cultivate their brand image. It is especially crucial for premium beauty and personal care players, as it is an important factor to gain consumer loyalty and have them invest in a brand.

The competition with masstige products continues to blur borders

Although premium beauty and personal care brands continue to perform well, mass products which are premium-positioned continue to emerge in the market, which could potentially become a threat to the premium segment. Most cases observed are where existing mass brands have introduced an additional premium line, which is higher-priced and uses premium or natural ingredients.

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Premium Beauty and Personal Care in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Premium Beauty and Personal Care industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Premium Beauty and Personal Care industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Premium Beauty and Personal Care in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • What is the market size of Premium Beauty and Personal Care in Japan?
  • What are the major brands in Japan?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Premium Beauty and Personal Care in Japan - Category analysis

HEADLINES

PROSPECTS

Products with high unit prices attract attention
Fragrances shows strong growth
Beauty sections expand in department stores

COMPETITIVE LANDSCAPE

Shiseido leads premium beauty and personal care
The importance of the in-store experience
The competition with masstige products continues to blur borders

CATEGORY DATA

Table 1 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Japan - Industry Overview

EXECUTIVE SUMMARY

Inbound tourists continue to support growth in beauty and personal care
Digital technology emerges in beauty and personal care
Fragmentation accelerates as non-beauty companies and start-ups enter the market
Active ingredients focusing on efficacy continue to be introduced
Tourism and untapped territory are key for maintaining growth

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources