Super Premium Beauty and Personal Care in Japan

PROSPECTS

Both tourism and domestic demand continue to support growth

Tourism is seeing a boom in Japan in 2018 with the number of tourists visiting every year continuing to rise. Beauty and personal care products in general are popular items to purchase.

Super premium skin care continues to see dynamic growth

Super premium skin care remains the most dynamic category in 2018, with the category benefiting from new product launches and the use of innovative technology that is mainly focused on anti-aging. Anti-ager serum, Wrinkle Shot was launched by Pola Cosmetics Inc in January 2017 and this was one the first products behind this phenomenon, with many new products from other brands following.

Mixed retailers channel dominates sales with department stores performing well

With the rise of internet retailing, store-based retailing was initially expected to see a significant decline. However, over the review period mixed retailers such as department stores remained the dominant channel for super premium beauty and personal care.

COMPETITIVE LANDSCAPE

Global brands show strong growth

Domestic company Shiseido Co Ltd retained the lead in 2017 thanks to its strong presence in super premium skin care. However, global brands such as Chanel, Dior, Yves Saint Laurent, Givenchy, and L'Oréal all enjoyed strong growth in 2017 aligning with overall category growth.

Dior sees strong performance thanks to new product launches

Dior witnessed double-digit current value growth in 2017 with it benefiting from strong distribution and new product launches as well as the opening of its new five-floor store in Ginza Six, Tokyo. The brand has a strong connection with the local market with the company stating in 2017 that its focus is on local consumers and not tourism.

Ginza Six attracts shoppers

The Ginza Six luxury shopping mall opened in April 2017 with it attracting nearly 20 million visitors within its first year. One of the floors is completely dedicated to beauty and personal care products and global luxury brands have set up new concept or flagship stores in this location.

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