Value sales of premium beauty and personal care improved in 2022 but remained significantly below pre-pandemic levels due to the rising cost of living and an easing of restrictions for inbound arrivals only being introduced towards the end of the year. However, 2023 is set to be more positive for premium beauty and personal care as Japan is likely to welcome a higher number of wealthy inbound arrivals.
In 2022, foreign cosmetics brands in the premium price range, such as Chanel, Dior, Estée Lauder, Clinique, Yves Saint Laurent, and SK-II announced price increases, while no concrete announcements were made by major domestic players such as Kosé or Shiseido. However, in 2023, in addition to foreign cosmetics brands, domestic brands such as Shiseido's NARS, Kosé's Cosme Decorte, and Jill Stuart also began to revise their prices.
The number of inbound travellers to Japan has been increasing in stages since 2022, but is not expected to recover to pre-pandemic levels until the end of 2023 or later. However, while the weak exchange rate of the local currency can be a strong factor for inbound travellers to purchase premium products in Japan, the impact of inflation and fuel price hikes in many countries is even stronger.
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Understand the latest market trends and future growth opportunities for the Premium 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 Premium 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.
Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care research and analysis database.
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