Japanese Cosmetics Study: Cosmetics Developed with Leading -Edge Japanese Technology and Their Unique Sales Strategies
|発行||Data Resources, Inc.||商品コード||248221|
|出版日||ページ情報||英文 105 Pages
|日本製化粧品の調査レポート：日本の最先端技術による化粧品開発と独自の販売戦略 Japanese Cosmetics Study: Cosmetics Developed with Leading -Edge Japanese Technology and Their Unique Sales Strategies|
|出版日: 2012年08月07日||ページ情報: 英文 105 Pages||
This English-language report has 21 chapters categorizing the Japanese cosmetics industry into skincare, hair care, finish cosmetics (makeup) and more. It introduces new products that have been developed with leading-edge technologies and materials and their new sales strategies, which vary greatly from market to market.
Chapter 1, for example, introduces a growing trend for food and cosmetics manufactures to use weather information in the advertising and marketing of new products. Pola offers the free smartphone app “Hada-hie Checker (skin chill factor checker)” that lets the user find the level of skin chill factor when they are out of the house based on weather data. It is tied to the major brand APEX-I's new beauty serum and skincare products that focus on skin chill factor. The company aims to generate consumer interest and build sales with the app.
Chapter 5 discusses new bath additive products and skincare products for people with dry skin. These products aim to solve such problems with new methods. There have been many products that contain water and other ingredients to replenish substances easily lost from the skin. However, recently there are many new products that contain ingredients that promote restoration of the keratinous layer, which is important for preventing dry skin by revitalizing the skin itself.
Chapter 13 addresses the constantly growing deodorant market. Products with liquid content that are applied by hand directly onto the skin are big hits, especially among teens. The main customers are female high school students who are sensitive to fashion. They enjoy not only a refreshing feel, but also enjoy choosing from a variety, much as they would choose different fragrances of perfume. Usually, deodorant products are meant specifically for the underarms, so most are sprays, sheets or roll-on type products that are applied directly. It was not previously considered to use deodorant for the whole body including the neck, arms and legs. This is a new concept and liquid products have created a new opening in the deodorant product market.
The chapters have manufacturer names and color photos of new products in totally new varieties. In each chapter, a specialist on the chapter theme gives current market trends and detailed market forecasts. There are, for example, abundant statistics about the size of the domestic lipstick market and men's cosmetics market.
At the end of the report is an appendix listing about 100 consumer products, including foods, beverages, and cosmetics, that received awards such as the Japan Star Award or Good Packaging Award at Japan Packaging Contest 2011.
Manufacturers of Japanese sake beverages are lining up to offer new types of skincare and other beauty products. Each such product contains sake ingredients and is advertised as keeping women's skin moist. Demand for sake has been stagnant for several years because of a decreasing birthrate, aging population and lower alcohol consumption among young people. Manufacturers are trying to use their long experience with brewing technology to create beauty products as a new business.
Cosmetics companies are competing hard with lipstick products that have both good coloring and lip gloss function. Shiseido released a product that has moisturizing and lasting function on top of good coloring and lip gloss effect all in one stick in January 2012. Kose is expanding sales with a product that has a new soft feel when applied to the lips. This is to shore up the medium price range volume zone, which has not been doing well. The companies are working on revitalizing the lipstick market that has been shrinking.
Lipstick Market in Japan
Source: Yearbook of Chemical Industry Statistics-Ministry of Economy,
Trade and Industry(MITI)
Shiseido released True Rouge with four functions (good coloring, glossiness, moisture and lasting) from medium price range brand Maquillage on January 21, 2012. It has been difficult to put together in one product an oil layer that contains the coloring and moisture and a gloss layer that coats the oil layer so the color does not transfer to cups. The company put together these two functions with original technology to meet what consumers need most in one lipstick product.