The real story... behind beauty in Japan

Japanese women are the world's largest per capita spenders on beauty goods. Over the last 50 years, it can be seen that attitudes to beauty have reflected the times.

The real story… behind beauty in Japan

Dave McCaughanMcCann WorldGroup Asia Pacific

We all know that for women in Japan and indeed everywhere beauty is non-negotiable. In November and December 2011 we undertook a global study regarding how women felt about the whole beauty experience. Our Truth about Beauty study found that 83% of women around the world agree that it plays a role in their lives that they do not feel they can compromise upon.

Japanese women are well known to have perhaps the most excessive relationship with beauty items. According to different studies they are the world's...

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