Sun Care in Japan

2020 IMPACT

COVID-19 crisis reinforces manufacturers’ motivation to look beyond UV protection

In 2020, high-priced and leisure-orientated brands, such as Shiseido’s Anessa and Kanebo’s Allie, which offer strong UV protection, were hit hard by Japanese consumers remaining at home in order to avoid exposure to the SARS-CoV-2 virus – and therefore reducing their sun exposure – and the significant decline in inbound tourism. However, while products positioned for daily use, such as those offered by Kao Corp’s Bioré, were also affected by local consumers deciding to stay at home, they displayed more stable demand and, as a result, increased their market share.

New products focus on comfort

In 2020, domestic sales of sunscreen were adversely affected by local consumers’ reduced exposure to the sun as they remained at home to avoid viral transmission through social contact, especially under the state of emergency declared in April and May, when there is a long holiday (Golden Week) during which people traditionally often go out and sunscreen sales usually receive a considerable boost. This followed poor sales in 2019 due to unfavourable weather conditions, with a long rainy season and few hours of sunshine.

Decline in number of Chinese visitors hits major brands

Shiseido remained the largest player in sun care in value terms in 2020 despite a substantial decline in its share. The company continues to invest heavily in research and development and marketing to ensure it stands out from the competition.

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