Report: The Skincare Market in Japan

About the Report 

The Japanese skincare market is a highly saturated and competitive market, dominated by large domestic brands with cutting edge R&D departments, such as Shiseido, Kao or Kosé. It is representing the largest share of the overall cosmetics industry with 49%.

Skincare has always been a key focus for Japanese consumers, as cleanliness and purity are an intrinsical part of cultural and religious rituals. Appearance in Japan is of utmost importance, so products that can help achieve the healthy look of “mochi” skin or brighten the skin for the perfect “bihaku” fair complexion, are highly sought after. Rooted in this tradition, Japanese skincare brands are leveraging domestic ingredients such as camellia oil or rice bran while simultaneously heavily investing in R&D to develop ancient know-how such as fermentation into cutting-edge innovative technology. 

Entering the Japanese market can seem daunting, given the tough competition, the high-level of these R&D driven products and the exigent demands of consumers. Furthermore, the stringent regulations and complex import procedures of cosmetics or quasi-drug cosmetics take time and money to comply with. Nevertheless, there are plenty of opportunities for niche brands, who can localise their story and unique selling points to resonate with Japanese consumers. Understanding the intricate distribution channels and leveraging local resources are of utter importance, however long-term commitment and trust building with partners and consumers are the real keys of success.

This report is aiming to provide an overview of and insights into the skincare market in Japan.

About the Expert

Caroline Hayashi (Hayashi Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.  

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