Super Premium Beauty and Personal Care in Japan

PROSPECTS

Consumer trends provide favourable conditions for growth

Demand for super premium beauty and personal care products grew strongly at the end of the review period. The government focus on encouraging women to enter the paid workforce in order to address Japan’s severe labour shortage and stimulate the economy meant that female consumers were leading more public lives and had greater and more independent purchasing power.

Super premium beauty and personal care playing an increasingly important role for department stores

The rapid evolution of retailing due to the rise of e-commerce is exposing store-based channels such as department stores to considerable challenges. Enhancing the in-store experience and focusing on products that consumers prefer to experience first-hand before purchasing are forming an increasingly important part of department stores’ efforts to remain relevant in the modern retailing environment.

Foreign brands strong in fragrances

While domestic players are strong in overall super premium beauty and personal care in Japan, they have tended not to invest heavily in fragrances, which is dominated by foreign brands. Bluebell Japan Ltd distributes a wide range of international brands in the Japanese market, having established successful partnerships with luxury players such as Coty Inc.

COMPETITIVE LANDSCAPE

Shiseido takes the lead

Shiseido gained the lead in super premium beauty and personal care from Kosé Corp in 2018. Shiseido has successfully courted consumers with distinctive in-store experiences aimed at building a strong affinity between consumers and brands.

Chanel employs localised promotional activity

Chanel, the fourth largest player in super premium beauty and personal care, held a special event, called CHANEL MATSURI, in Japan in 2018. Taking place across three historic locations, in Tokyo, Kyoto and Itsukushima, the event employed décor inspired by matsuri, which translates literally as “festival”.

Kanebo Cosmetics introduces super premium brand to Japan

In September 2019, Japanese multinational, Kao Group’s beauty and personal care company, Kanebo Cosmetics, launched its super premium brand, Sensai, in Japan. The brand was already present in more than 40 countries, with a particular focus on Europe.

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