In 2021, the number COVID-19 cases continued to surge, especially in the middle of the year, recording the highest number of cases in August. Although stores were open, consumers continued to spend more time at home for most of the year, refraining from unnecessary outings.
A movement towards e-commerce was observed towards the end of the review period. In November 2020, Rakuten, Japan’s largest e-commerce platform, opened Rakuten Luxury Beauty, which consolidates luxury beauty brands in a shop inside the Rakuten online marketplace to serve as a one-stop website to search for luxury beauty and personal goods.
In 2021, Estée Lauder appointed Koki, a rising model in Japan, as one of its beauty ambassadors. It was the first time that the company had appointed a Japanese model for its campaign.
Super premium beauty and personal care is expected to see another year of strong growth in 2022 as the pandemic comes under control, followed by solid stable rates of increase for the rest of the forecast period. As the lives of domestic consumers gradually return to normality and as tourists start to return, sales will rapidly return to the pre-pandemic level.
Whilst physical outlets such as department stores, flagship stores (beauty specialist retailers) and e-commerce platforms will be key distribution channels for luxury brands, new online marketplaces emerged in the review period which are attracting attention. One key marketplace launched in 2021 was ZOZOCOSME, which was developed by ZOZO Inc – a company known for its apparel online marketplace ZOZOTOWN.
Due to the continued health and wellness trend, and also COVID-19 shedding further light on skin health and safety, consumers are keen to seek products which are the best fit for their skin. This trend has been observed in Japan, and luxury players are introducing technologies which meet such consumer needs.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!