Bangkok event focuses on Japan

Indeed, the most recent figures for cosmetic sales (retail sales value units) show that Asia Pacific is outperforming the rest of the world, growing by 5% vs. a more modest 1.5% globally (source: Euromonitor International).

The star key performers in the region are Vietnam, China and Indonesia who have been steaming ahead at a rate of 14%, 12% and 7% respectively. But, with a domestic market worth over US$47 billion, Japan remains the world’s second largest cosmetic territory. Growth in recent years has been minimal but the country still accounts for 11% of global sales and boasts the lion’s share of the Asia Pacific market (39%).

From a non-Japanese viewpoint, some of the local industry’s most intriguing aspects are the prevalent concepts of ‘frugality’ and minimalism despite the country’s renewed optimism and oft-trumpeted ‘Abenomics’. Minimalism is what Japan expert Florence Bernardin from French company Information & Inspiration discussed during a seminar at the in-cosmetics Asia trade show in Bangkok last November. Her talk mentioned the shortened “all in one” beauty routine which, somehow, goes against the grain of Japanese beauty tradition. Examples of this new philosophy and approach abound. Dr Ci:Labo famous Aqua Collagen Gel features six functions in one product (lotion, serum, emulsion, cream and night mask) while Unilever Japan’s Dove – a foamy face wash and makeup remover – features a makeup remover, a face wash and a lotion, i.e three functions in one.