Prior to the pandemic, super premium beauty and personal care was strongly supported by inbound tourists coming to Japan. Therefore, sales suffered a strong contraction due to the closure of the country’s borders in 2020 as the government endeavoured to stop the virus from spreading.
Due to this unprecedented situation and subsequent challenging trading environment, super premium beauty and personal care brands increasingly adopted a multichannel approach in 2020, with many more adopting e-commerce. For instance, the Decorté Concierge Channel on YouTube, which launched in August 2019, enhanced its content to offer an alternative experience to in-store consultation.
Despite the unprecedented trading conditions created by the pandemic, remarkably some major super premium beauty and personal care companies still managed to expand their store-based channel in 2020 with the view that consumers would return by 2021 when the Tokyo Olympic Games, postponed from 2020, were now scheduled to take place.
Recovery of the super premium beauty and personal care category will be highly dependent on the relaxation of travel restrictions once the pandemic starts to recede in countries around the world. Only then are tourists expected to return to Japan.
Given the decimation of inbound arrivals to Japan, super premium beauty and personal care players are expected to increasingly focus on domestic consumers as well as global changes in shopping habits including the growing uptake of cross-border e-commerce. The important consumer base of Chinese shoppers are increasingly reinforcing digital shopping and enjoying new experiences such as live commerce.
In addition to the development of the e-commerce channel in response to the COVID-19 outbreak, consumers’ expectations have also grown and changed. For instance, many consumers still expect to receive human interaction when they have questions about products they are seeking to buy online, stimulating companies into altering their e-commerce infrastructures, services and overall capabilities.
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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.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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