Sun Care in Japan

PROSPECTS

Sun protection continues to dominate sun care in 2017

Sun protection’s dominance of sun care sales suggests that people are still keen to avoid unprotected sun exposure. Aftersun and self-tanning products are rarely seen in sales channels following the popularity of sun protection.

UV care associated with anti-ageing

In the review period, the term hikarirouka, meaning “light ageing”, was frequently mentioned in the media, mainly stating the strong correlation between unprotected light exposure and skin ageing. Based on the definition of hikarirouka, unprotected light exposure includes exposure not only to sun, but also to other lights such as blue light from indoor lighting, computers and smartphones.

Products with natural ingredients gain attention

While there is much recognition of the necessity of sun protection, there is still growing concern about the potential danger of the chemicals used in sun care products, especially those for children. Many leading manufacturers offer a product line which includes mild or sensitive types so that customers can choose the level of chemicals included.

COMPETITIVE LANDSCAPE

Shiseido Co Ltd continues to lead sun protection

Although Shiseido Co Ltd retained the leading value share in sun protection in 2017, it struggled mainly due to the voluntary recall of its best-selling brand, Anessa, during the summer.

Kao Corp gradually increases its share with new brand launches

Kao Corp’s leading brand, Bioré, attracts customers with its functionality and affordable price. In 2017, Bioré Aqua Rich was renewed with a durability function added.

Manufacturers offer multifunctional sun care products for longer, everyday use

With consumers increasing the frequency and duration of applying sun protection, manufacturers continue to offer products with additional functions such as skin moisturising or light texture, which are helpful for longer and more frequent use. Additional functions indicate the blurring of borders with other beauty and personal care products such BB/CC creams and foundation.

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