Sun Care in Japan

PROSPECTS

The dominance of sun protection is set to continue due to bihaku

Sun care in Japan continued to be dominated by sun protection in value terms in 2018. This is mainly due to the Japanese traditional value that women with bihaku, a Japanese term meaning beautifully white skin, look aesthetically beautiful.

Rising awareness of the need for UV protection and different formats

As awareness of UV protection has become widespread thanks to increasing media exposure, not only women but also men and children have started to use sunscreen throughout the year. Also, manufacturers actively promote the use of different product formats, such as spray and cream, for different occasions, which has led to an increase in per capita consumption.

Multifunctional products gain traction

Sun protection is no longer limited to regular sun care products. Multifunctional products have been gaining traction amidst the growing trend for saving time, with time-constrained consumers seeking enhanced efficacy and multiple functionalities or benefits from a single product.

COMPETITIVE LANDSCAPE

Shiseido continues to lead sun care

Shiseido continued to lead sun care in value terms in 2018, thanks to the strong presence of the company and its powerful brand, Anessa. During the review period, the company renewed this brand to further enhance its Aqua Booster EX Technology, with which UV protection is strong even when in contact with sweat or water.

Kao Corp gradually increases its share

Kao Corp was in strong second place in sun care in value terms in 2018, thanks to its long-established Bioré brand, which is widely loved for its fresh texture, and increased its value share in 2018. It also launched new products, Bioré UV Athlizm Skin Protect Essence and Skin Protect Milk, the most advanced sunscreens in its Bioré UV series, which stay firmly in place even under very hot and humid weather conditions, thanks to its unique “tough boost” technology.

New product launches to address UV protection

In 2018, new products were launched to address UV protection. For instance, UV Expert Youth Shield Tone Up Milk was launched by Lancôme, which not only offers long-lasting protection against urban pollution and harmful UV rays, but also an instant brightening effect for flawless, brighter skin all day.

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