Skin Care in Japan

PROSPECTS

Anti-ageing continues to show strong growth

In 2018, anti-agers continued to see growth, following the tremendous hit products launched in 2017. These included: Wrinkle Shot by Pola Cosmetics – the first product officially qualifying as a quasi-drug – which claims efficacy in wrinkle reduction with the company’s originally-developed NIE-L1; and Elixir Wrinkle Cream by Shiseido, which uses retinol as a core ingredient.

Tourism boosts sales

2018 recorded another astonishing year for tourism in Japan. According to Japan National Tourism Organization, the number of tourists visiting the country was over 31 million, setting a new record.

Concepts using technology gradually emerge in the market

In the review period, various technology was under development and announced by local major players; thus, attracting attention from consumers. In March 2018, Shiseido released a beta version of its IoT personalised skin care device Optune to pre-registered consumers.

COMPETITIVE LANDSCAPE

Kao Corp focuses on the premium segment

As the population declines in Japan, local manufacturers are seeking ways to maintain their sales by seeking opportunities outside Japan, or accelerating premiumisation within the country. Kao Corp has a strong presence in both the mass and premium segments in skin care and ranked third overall from 2013.

Non-cosmetics companies and start-ups enter the market

Due to the growth in the category, skin care in Japan has become increasingly fragmented and competitive, with the leading players having to compete with many small independent players and non-beauty, non-cosmetics companies entering skin care. The movement was first seen several years ago, whereby mainly pharmaceutical or food and beverage companies entered skin care.

The launch of measures to combat counterfeits

As the presence of counterfeit products spreads, manufacturers are warning consumers from abroad to purchase at official online retailers. In order to confirm that products are genuine, consumers still prefer to seek ways to obtain products in Japan.

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