Skin Care in Japan

PROSPECTS

Wrinkle reduction brings tremendous success for anti-agers

Japanese skin care was greatly driven in 2017 by dramatic development in anti-agers. In January 2017, Pola Cosmetics Inc launched an immediately successful new anti-ager serum, Wrinkle Shot, the first product officially qualified as quasi-drug, claiming efficacy in wrinkle reduction with the company’s originally-developed NIE-L1.

Powerful demand from tourists supports skin care growth

In 2017, Japan received the highest number of foreign tourists in history, 29 million, according to the Japan National Tourism Organization. Although per capita shopping expenditure has declined since 2013 when inbound tourism dramatically surged, beauty and personal care remains popular among Chinese visitors, the largest group among inbound tourists.

Diversified unit price performance

Premiumisation was a key trend in skin care towards the end of the review period, driving unit price growth. Volume decline or stagnation is inevitable due to the demographic changes in Japan.

COMPETITIVE LANDSCAPE

Domestic players continue to dominate

Japanese skin care was largely dominated by domestic players over the review period. Within the top 10 companies, nine are Japanese manufacturers (Procter & Gamble Japan KK being the one international company).

Shiseido Co Ltd maintains the leading position

Shiseido Co Ltd remained the clear leading player in skin care in 2017. The company is an iconic Japanese skin care player, having been founded in 1872.

Pola Cosmetics rapidly gains share in skin care

Fifth-placed Pola Cosmetics Inc recorded a strong value share gain in 2017. The company’s iconic Wrinkle Shot, launched in January 2017, became a hit in Japanese beauty and personal care, resulting in the company’s highest profit in its history.

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