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16 August 2021
Young Japanese men a new boost to cosmetics market
Male lifestyles & attitudesCosmetics, beauty aidsJapan
Amid overall cosmetics market declines of 11% in Japan, the men’s segment grew 4%, revealing an important new group of consumers, born after the late 90s, that are happy to spend up to a fifth more than the general population on cosmetics.
Why it matters
Nikkei Asia’s reporting on the rise of this consumer segment echoes growing interest in male cosmetics around the world, but with East Asian countries like South Korea leading the way. Japan’s youth are now important to driving growth in the market.
What’s interesting about Nikkei’s observation is that within a growing market among all males, its men/boys are both spending more and being influenced by various sources. One man quoted pointed to a favoured haircare brand extending into cosmetics as a reason to buy. Others just consider themselves more willing to try out products they hear about from friends or social media.
Research firm Hot Pepper Beauty Academy’s survey of the phenomenon found that makeup is a bright spot with men 15-19 spending around 40% more than other age groups.
Gender-neutral products and advertising are aimed at making makeup ranges more accessible.
Initially, men’s products have been concentrated at the upper range of the market, but market expansion is spurring brands to bring out lower-cost products as a result of some price conscious men reaching across to the women’s section.
The broader view
Young people worldwide are increasingly comfortable with gender neutrality, with knock on effects for fashion. Effectively, there is a convergence of male and female style.