• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Help for Indies

    The Future Has Arrived

    Shape It Up

    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    GUM Recalls Oral Spray

    Sephora To Open More Stores in 2021

    Clean Beauty Collective Supports Earth Day Initiative

    Freckle Pens Are Spot On!

    The Detox Market Partners with Good Face Project
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    5. Shiseido

    9. Amorepacific

    19. Pierre Fabre

    4. Estée Lauder

    28. Bare Escentuals
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Freckle Pens Are Spot On!

    Are Chemists the Rock Stars of Beauty?

    Sales More Than Double at Madison Reed

    Eucerin Launches Sun Protection Formula

    What You're Reading on Happi.com
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Shelf Present

    GUM Recalls Oral Spray

    Sephora To Open More Stores in 2021

    Clean Beauty Collective Supports Earth Day Initiative

    Freckle Pens Are Spot On!
    Lab Equipment
    Mixing
    Packaging
    Testing

    Burt’s Bees Outlines New Sustainability Goals

    Secret, Old Spice Add Refillable Deo Packaging

    Estée Lauder Travel Retail's Sustainability Goals

    Ross Introduces Double Cone Tumble Blender

    Happi Talks: Overnight Labels
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Resolute Oil

    KLK OLEO

    Croda

    Centerchem Inc

    Siltech Corporation
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Notes From Asia

    Low-Priced Cosmetics Impact Japan’s Beauty Industry

    ...

    Related CONTENT
    • Anything But Bland
    • Marketers Strike Gold by Catering to Silver
    • Showdown
    • IMCD Opens Lab in Miami
    • Health Is Wealth
    Michelle Yeomans, Happi China02.01.17
    The rise of the “Puchi Pura Cosme” culture, translated as “low price cosmetics,” is having a major influence on Japan’s beauty industry right now as affordable ranges promising high quality are giving the major international players a run for their money.

    “Hyakuen” or one dollar stores, supermarkets and drugstore chains across the country are stocking up on these color cosmetic ranges to capture the attention of teenagers and professional young women.

    According to Asia beauty trend expert Florence Bernardin, CEO of Franco-Asian consultancy firm Information et Inspiration, the trend stems from recent efforts by the Japanese government to encourage local industries to promote their manufacturing capabilities in an effort not to fully rely on the trade success of Tokyo.

    “This is a time for Japan to promote its heritage, culture and heart by using local ingredients and traditional know-how,” Bernardin told Happi.


    Cheap Isn’t Bad


    While cheap cosmetics are associated with poor quality in the West, this is not the case in Japan, according to Mitsue Konishi, senior innovation analyst at Canadean.


    “Japanese consumers are very much used to decent quality products even if they’re cheaply priced. And, while higher-end options are on offer, a premium price point does not have a great influence on their trust level of products.”

    In a recent survey, Canadean reported 42% of participants in Japan would not trust a personal care product more because of its premium price whereas just 21% of Korean participants felt the same way.

    It’s this attitude, according to Konishi, that is persuading tourists to move away from stocking up on expensive beauty products and reach for the cheaper brands that are popular with Japanese consumers.

    Chinese tourists in particular are using the overseas shopping app, Xiaohongshu, to discover the trendiest and most recommended Japanese brands and the best places to shop while on vacation in the country.

    “There are so many high street cosmetics brands featuring different target audiences, package design aspects or lifestyles. As they are accessible from a price perspective, consumers can test and try many, like a treasure hunt,” adds Konishi.


    A Shift in Behavior


    According to the Asian Nikki Review, department store chains such as Takashimaya have already witnessed this change in purchasing habits, reporting high end product purchases have fallen 11%, a decline that came even as cosmetics tax-free sales doubled in 2016. In response to this shift in consumer demand, major Japanese cosmetics and personal care manufacturers have developed their own Puchi Pura Cosme brands in addition to their premium ranges.


    Take Shiseido’s Majolica Jajolica and Integrate brands or Kanebo’s Kate and Cofret D’or ranges, for example. Indeed, online retailers like Muji and Daiso, who do not have personal care backgrounds, have recognized the opportunity of this sector and rolled out low priced cosmetics lines.

    Kawaii Is Catching On


    While Korea’s vibrant and high-tech beauty products are delighting consumers the world over, right now, Japan’s love of adorable, childlike or cartoon-inspired cosmetics, known as Kawaii, is fast gaining interest from Western consumers.

    Take, for example, Toyko’s character beauty shops like Otona Joshi Biyori which translates as “a fine day for adult girls,” housing Pokémon games, Hello Kitty, Bonobono and Sailor Moon themed lip balms and skin brightening powders.

    In fact, Sailor Moon-related beauty has captured the attention of Westerners, as a remake of the TV series has been dubbed into dozens of languages.


    Michelle Yeomans
    Happi China
    Email: Michelle.yeomans@gmail.com

    Michelle Yeomans is an award winning multimedia journalist. She has been reporting on cosmetics industry movements in EMEA, US and Asia for five years and has won an award for her coverage of the complexities of operating in the Middle East. Michelle’s passion lies in tracking the beauty culture and trends of the Asia Pacific region. Ever the AV enthusiast, she also relishes the opportunity to create engaging video and podcast content for the B2B industry.
    Related Searches
    • ecolab india
    • injury
    • brynwood partners
    • nutricosmetics
    Suggested For You
    Anything But Bland Anything But Bland
    Marketers Strike Gold by Catering to Silver Marketers Strike Gold by Catering to Silver
    Showdown Showdown
    IMCD Opens Lab in Miami IMCD Opens Lab in Miami
    Health Is Wealth Health Is Wealth
    Get Glowing Get Glowing
    Advanced Antimicrobials from Troy Advanced Antimicrobials from Troy
    Amino Alcohols from ANGUS Amino Alcohols from ANGUS
    Exhibition Season Begins Exhibition Season Begins
    Under Contract Under Contract
    Beauty Probiotics, A Promising Concept Beauty Probiotics, A Promising Concept
    Univar, ANGUS Form Distribution Partnership Univar, ANGUS Form Distribution Partnership
    Care for Your Hair Care for Your Hair
    Univar Signs European Distribution Deal with ANGUS Univar Signs European Distribution Deal with ANGUS
    Unilever Unilever's New Level of Transparency

    Related Notes From Asia

    • Functional Ingredients | Hair Care
      There’s Gold in Hair Oil Among Indian Consumers

      There’s Gold in Hair Oil Among Indian Consumers

      ...
      Michelle Yeomans, Freelance Journalist 02.02.21

    • Color Cosmetics | Personal Cleansers | Skin Care
      Live-Stream Shopping Lifts China’s Beauty Market

      Live-Stream Shopping Lifts China’s Beauty Market

      The impact of a second wave of cases in China on the beauty and personal care market is likely to be limited.
      Michelle Yeomans, Freelance Journalist 12.02.20

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care
      Clean Beauty Category Gains Momentum

      Clean Beauty Category Gains Momentum

      ...
      Michelle Yeomans, Freelance Journalist 10.06.20


    • Color Cosmetics | Skin Care
      Taking Stock of Beauty Post-Pandemic

      Taking Stock of Beauty Post-Pandemic

      ...
      Michelle Yeomans, Freelance Journalist 08.03.20

    • Actives | Color Cosmetics | Functional Ingredients | Personal Cleansers | Pigments | Skin Care
      ‘Insta-bae’ Trend Impacts NPD

      ‘Insta-bae’ Trend Impacts NPD

      Instagram-friendly beauty products are in demand in Japan and Soth Kore
      Michelle Yeomans, Freelance Journalist 06.01.20

    • Actives | Polymers | Sun Care
      Younger Asians Embrace UV Protection

      Younger Asians Embrace UV Protection

      ...
      Michelle Yeomans, Freelance Journalist 04.01.20


    • Actives | Functional Ingredients | Skin Care
      What (US) Women Want from Korean Brands

      What (US) Women Want from Korean Brands

      ...
      Michelle Yeomans, Freelance Journalist 02.03.20

    • Empatech Beauty Is Where Holistic Meets Cosmetic

      Empatech Beauty Is Where Holistic Meets Cosmetic

      ...
      Michelle Yeomans, Freelance Journalist 12.02.19

    • Actives | Functional Ingredients | Skin Care
      ‘Clean’ Skin Care Segment Builds Momentum in Asia

      ‘Clean’ Skin Care Segment Builds Momentum in Asia

      ...
      Michelle Yeomans, Freelance Journalist 10.01.19


    • Actives | Color Cosmetics | Functional Ingredients | Skin Care

      Are the C-Beauty Brands Still on Women’s A-List?

      ...
      Michelle Yeomans, Freelance Journalist 08.02.19

    • Personal Cleansers | Skin Care

      Price Points Dictate Success For Beauty Device Players

      ...
      Michelle Yeomans, Freelance Journalist 06.03.19

    • Color Cosmetics | Functional Ingredients | Personal Cleansers | Skin Care

      K-Beauty Must Expand Its Reach

      ...
      Michelle Yeomans, Freelance Journalist 04.01.19


    • Color Cosmetics | Hair Care | Skin Care

      Telling Your Story On Social Media

      ...
      Michelle Yeomans, Freelance Journalist 02.01.19

    • Gender Fluidity and Affluence Boost Color Cosmetics Sales

      ...
      Michelle Yeomans, Freelance Journalist 12.03.18

    • Personal Cleansers
      Cosmeceuticals Meet Growing Demand

      Cosmeceuticals Meet Growing Demand

      ...
      Michelle Yeomans, Freelance Journalist 10.01.18

    Trending
    • When The FTC Comes Calling...
    • Planting Roots
    • MAC Appoints SVP, Global Marketing
    • Eucerin Launches Sun Protection Formula
    • Formulating Liquid Laundry Detergents
    Breaking News
    • GUM Recalls Oral Spray
    • Sephora To Open More Stores in 2021
    • Clean Beauty Collective Supports Earth Day Initiative
    • Freckle Pens Are Spot On!
    • The Detox Market Partners with Good Face Project
    View Breaking News >
    CURRENT ISSUE

    February 2021

    • Help for Indies
    • Trade Association Directory 2021
    • The Future Has Arrived
    • Shape It Up
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kappa Bioscience Extends Research Partnership For COVID-19 Research
    New FDA Traceability Rule Appears to Omit Dietary Supplement Manufacturers
    Clinical Trial Finds Metabolic Benefits for Polyphenols Formula
    Coatings World

    Latest Breaking News From Coatings World

    Nippon Paint Marine Wins Korea Export Award
    Universal Display Corporation, PPG Expand Global Production of UniversalPHOLED Materials
    PPG Introduces Premium Iso-free Primer Surfacer, Catalyst
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA Clears Ava Fertility Tracking Wearable Device
    First Patient in Europe Treated With Diamondback 360 Coronary Orbital Atherectomy System
    Artificial Intelligence, Machine Learning Adoption in Healthcare to Grow Considerably
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Spark Therapeutics Appoints CTO
    Cryoport Launches ESG Program
    U.S. Govt. Purchases 100k Doses of Lilly's COVID-19 Antibody Cocktail
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Sephora Announces Significant Expansion
    Verescence Acquires Majority Stake in Pacificglas
    Clean Beauty Collective Partners with EarthDay.org
    Happi

    Latest Breaking News From Happi

    GUM Recalls Oral Spray
    Sephora To Open More Stores in 2021
    Clean Beauty Collective Supports Earth Day Initiative
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Marshall & Bruce Adds Koenig & Bauer Rapida 106 41-Inch Seven-Color Press
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Xeikon launches two new digital label printing presses
    UFlex adds capacity in packaging films
    CEC expands into labels and packaging with Heidelberg
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Texas Medical Technology Partners with My Protect Kit
    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Fusion Robotics Receives FDA Clearance for Spinal Navigation and Robotics System
    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login