Chasing K-beauty Dominance, Japan’s Beauty Brands Target Men's Market
Japanese cosmetics and skincare companies are setting their sights on men, both domestically and abroad, spanning generations from Gen Z to older individuals. However, they face stiff competition from South Korean makeup brands that have surged ahead in the Japanese men's cosmetics market.
In the heart of Tokyo's fashion-forward district, Harajuku, the @cosme TOKYO cosmetics emporium is drawing diverse crowds. Notably, it was observed that in March, an increasing number of men were showing a keen interest in improving their skincare and enhancing their complexion, leading to a significant surge in the sales of men's cosmetics compared to the previous year.
Korean Beauty Takes Center Stage
South Korean brands such as TIRTIR and VT have been making remarkable strides in this market. These brands are an integral part of the K-beauty phenomenon, with VT even collaborating with the popular K-pop group BTS.
According to a representative from iStyle, the company behind the @cosme store, South Korean-style makeup exudes a sense of sophistication in general. South Korean cosmetics have gained popularity due to their meticulous branding efforts, including the recruitment of artists who are well-known among consumers, which allows them to easily envision themselves using these products.
Gen Z Embraces K-Beauty
Around 30% of Gen Z respondents in a study by Neo Marketing said they used South Korean cosmetics, outnumbering their peers who chose Japanese or other international brands.
While Japan's overall cosmetics market has experienced sluggish growth, the men's cosmetics sector is blazing with enthusiasm. Despite the challenges posed by the COVID-19 pandemic, the men's cosmetics market was expected to reach 158.3 billion yen in 2022, as reported by Tokyo-based research company Fuji Keizai. These figures are projected to climb to 165.5 billion yen in the following year, surpassing the 2017 valuation of 138.9 billion yen.
A Step Towards Normalizing Men's Makeup
In December, Kao, a prominent cosmetics and household goods manufacturer, introduced Unlics, a men's cosmetics and makeup brand conceptualized based on the perspective of a new male employee. This brand predominantly targets Gen Z consumers with its color-coded products designed to address specific skin concerns. For instance, there's a blue line aimed at enhancing clear skin and a green line tailored for those battling acne scars.
To capture the attention of a generation deeply ingrained in social media culture, Kao selected three influencers known for their androgynous appearances and how they utilize makeup to accentuate their features. These influencers not only endorsed the brand but also collaborated in the development of products, enhancing the brand's appeal to its target audience.
However, it's worth noting that many men remain apprehensive about the idea of wearing makeup. To cater to this hesitant market, Kao has introduced an augmented reality service that allows potential customers to experiment with and visualize their androgynous side, making the transition to cosmetics more accessible.
In the world of cosmetics, celebrities hold considerable sway. Kose, another prominent Japanese cosmetics manufacturer, has enlisted Shohei Ohtani, the baseball sensation who has been making waves in the major leagues as both a pitcher and designated hitter, as the face of its flagship Cosme Decorte series. Ohtani's star power has significantly contributed to Kose's appeal among both male and female consumers.
The Pandemic Effect: Virtual Meetings Drive Cosmetic Sales
The surge in the men's cosmetics market can be attributed, in part, to the rise of virtual meetings during the pandemic. Japanese salarymen, who have spent countless hours gazing at themselves on computer screens, have developed a newfound interest in personal aesthetics. This shift has provided an opportunity for brands like Orbis to enhance their offerings, even catering to businessmen in their 40s.
Orbis Mr. Revamp: A Boon for Busy Professionals
Orbis, the primary skincare brand under cosmetics manufacturer Pola Orbis Holdings, has been offering men's cosmetics for nearly two decades. In March, the company revamped its Orbis Mr. brand, originally launched in 2017, incorporating ingredients tailored to address the skincare needs of men in their 40s, including concerns like dullness and wrinkles.
Orbis Mr. boasts a wide range of benefits, including acne prevention, designed to cater to busy businessmen who may not have ample time for elaborate skincare routines. An Orbis representative expressed their amazement, stating, "We have never seen our sales grow this much in our long history."
Shiseido's International Ambitions
As the trend of men becoming more beauty-conscious continues to gain momentum, Shiseido, Japan's leading cosmetics manufacturer, is setting its sights on the international market.
In June, Shiseido introduced Sidekick, its first new product line tailored to men since the debut of Shiseido Men in 2003. The company aims to establish a presence in the rapidly expanding Chinese market by offering Sidekick products through e-commerce platforms. In Japan, these products will be available at the company's Harajuku store.
The Sidekick line includes facial wash, skin lotion, and eight other items, all packaged in colorful glass and aluminum containers with the brand name prominently displayed and a design that resonates with China's post-95 generation, born in 1996 or later.
An increasing male customer base is transforming Japan's cosmetics sector. With men's cosmetics becoming the standard, Japanese businesses are striving to provide a convincing alternative to K-beauty. And celebrity endorsements, unconventional marketing, and worldwide expansion are setting the scene for an exciting men's beauty revolution.
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