In the forecast period, colour cosmetics in Japan is expected to maintain its current value growth trend due to the normalisation of social behaviour after the pandemic. On the other hand, a full recovery to the pre-pandemic level of sales is expected to be difficult, against a background of long-term population decline, the establishment of new lifestyles, such as telecommuting and online-based communications, and a shift to reasonably priced items due to continued inflation.
Mid-priced colour cosmetics brands, priced around JPY2,000-4,000, which are mainly sold through mass channels such as health and personal care stores, are likely to continue to struggle. Demand for lower-priced products is likely to remain healthy, as consumers have become thriftier in recent years due to ongoing inflation, a shift towards mass brands and private label, and the rise of K-beauty colour cosmetics.
The key to the future growth of colour cosmetics brands is to become the brand of choice not on the basis of price, but functionality. One effective approach to this is to offer products that incorporate skin care concepts, which are of high interest to Japanese consumers.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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