In terms of premium beauty and personal care, department stores were asked to refrain from selling luxury items, which were considered less necessary amidst repeated declarations of a state of emergency. However, many outlets continued to sell beauty products such as skin care, fragrances and colour cosmetics, positioning them as essential products.
In premium skin care, the demand for anti-agers in particular is growing every year, and more products are being developed to meet this need. What is different from the past is that there is a trend towards the segmentation of products with anti-ageing claims.
Even in the declining premium colour cosmetics category, some products gained popularity even as mask-wearing continued. First was eye make-up, which is exposed even when wearing a mask.
Premium beauty and personal care is expected to see stronger growth than mass beauty and personal care in 2022 and beyond, due to recovery in demand for premium colour cosmetics and premium sun care, which were severely impacted by the pandemic. In addition, premium fragrances is set to maintain growth, as more of the population used these products to change their mood during the pandemic, and this is set to continue.
Skin care products have generally addressed skin problems by adding different beauty ingredients and moisture to the skin. However, when different skin problems emerge due to the wearing of masks, ageing, menstrual cycles, etc.
The promotion of refill packs is accelerating amongst premium brands, such as colour cosmetics from Hermès, and La Prairie’s skin care products. As eco-conscious initiatives become an industry-wide goal, premium brands, whose brand image is also important factor, are expected to continue to set the standard for sustainability-conscious product development and its social contribution.
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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.
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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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