Japan is one of the largest markets for cosmetic and personal care products around the world. In addition, the market value is increasing year on year which makes Japan an excellent market for beauty companies. However, due to Covid-19 people are staying at home longer than before, wear masks when going outside, and have fewer opportunities to put on makeup. So what should beauty companies do to cope when faced with this new situation? In Japan, people are still enjoying their beauty time at home and home beauty time has actually become a new trend.
Below these two charts showing the size of the Japanese cosmetic market, we provide some examples of how Japanese influencers are introducing beauty products to their audiences.
Japan is in the top 5 markets for Cosmetic Products
Transition & Forecast of Japan’s Cosmetics Market Size
Sekine Risa
derma roller
sekine.risa is an influencer focusing on beauty and travel. She recently promoted a self-derma roller from YOU & ME, a Korean beauty brand. YOU & ME sells cosmetics without additives or containing cosmetic medicine. One of their products – Derma roller – is a skin regenerating treatment that uses a roller with many thin needles attached. This roller allows people to experience similar treatments to ones given at beauty clinics in the comfort of their home.
Miho Ishii
acneo
miho_ishii is a beautician who regularly appears in top beauty magazines. She recently promoted Acneo, a repair moisturizer from Dr. Phil Cosmetics. The brand is run by KOSE which is one of the most famous Japanese cosmetic companies. Most people wear masks in Japan and some of them suffer from skin problems that are exacerbated by wearing masks. Miho shows how that Acneo is a skin care solution that will alleviate and reduce the skin care issues they are having.
Arisa Ito
lumea advanced
arisaito917 is an instagrammer who posts about her lifestyle. She recently promoted Lumea Advanced, a home epilator from Philips. Many Japanese people are accustomed to going to hair removal salons, however, it’s been difficult to regularly go to salons since March so this way they can experience salon quality hair removal at home.
Kuroda Mayuka
vanity philosophy
kurodamayukaxx is an influencer who focuses on cosmetics. She recently promoted shampoo and hair treatment from Vanity Philosophy, a skin care and hair care brand. The products handled by the brand are used at professional workplaces such as hair and beauty salons. As this brand is fairly new and was only launched in 2019, she also goes into a brief introduction about the brand’s concept in the caption.
As you can see from these examples there are many types of beauty products in Japan and the market is still active. If yo’re aiming to get your brand more exposure in the Japanese market from influencers on Instagram, please contact us, and we can help you find the most appropriate Japanese influencers for your brand.
