The Japanese cosmetics market has not grown for more than ten years. However, there are growing cosmetics products, which can be classified into three sub-sections under the keywords of “Organic”, “Natural” and “Orient vegetable”.
The market for skin care cosmetics has shown a rapid growth in recent years as increasingly many women are aware of their sensitive skin, safe products, ecology and lifestyle called Lohas (Lifestyles of Health and Sustainability). The number of companies that have entered into this market has also increased. In 2009, the market made total sales of 95,300,000,000 yen, showing an increase of 6.1% from the previous year. Of this figure, lotion accounts for 28.2%, followed by essence with 26.3%, cream (15.4%), cleansing and facial cleanser (10.1%), face masks and pack (6.3%), and milky lotion (5.2%). It is a characteristic of this field that lotion and essence, which have relatively simple prescriptions, account for the majority of the sales. Let me discuss the “Organic”, “Natural” and “Orient vegetable” products separately.
Organic
A large percentage of “Organic” products are imported via the Japanese offices or corporates of oversea manufacturers and distributors. The turnover in 2009 was 6,700,000,000 yen, marking a 21.8% increase from the previous year. Import brands, such as “Weleda”, “Marks & Web” and “Dr. Haushka”, are increasing the number of shops and sales. Japanese companies also started selling organic products, such as “Do Organic” of Japan Organic and “Orgatur” of Chanson Cosmetics.
Natural
Entries of Japanese companies into the market of “Natural” cosmetics products are also conspicuous. In 2009, this category made sales of 37,700,000,000 yen, showing a 6.8% increase from the previous year. “Nature & Co” of Kose, which is the largest manufacturer and selfdistributor in Japan, and foreign-affiliated “Kiehl’s” have introduced new brands into this category. Other foreign capital systems are also working to establish their Japanese corporations or make agency contracts because there are many brands that would make relatively large sales, such as “L’Occitane” or “Body Shop”. It is predicted that these will increase sales.
Orient vegetable
The main manufacturers of “Orient vegetable” cosmetics are Japanese, which add Japanese and Chinese vegetable extracts into their prescriptions. “Blanchir” of Kanebo, “Sekkisei” of Kose and “Benefique” of Shiseido are sold. In Japan, the category holds half of the total sales of natural organic cosmetics. In 2009, it made sales of 50,900,000,000 yen, showing a 3.9% increase from the previous year. In Japan, this field is the largest of the three classes.
Conclusion
In Japan, imported brands from Germany, the US and the UK have dominated the natural organic cosmetics market. Foreignaffiliated firms generally start selling products via two or more agencies and then establish their Japanese offices or corporates for full-scale sales. Japanese brands have rapidly increased since 2008. There are varieties of Japanese brand products ranging from those that use the best ingredients and production procedures to low-price articles that contain some organic ingredients. By the establishment of the Japanese organic certification group, this Japanese market will spread further. I look forward to seeing the development.
