Natural cosmetics and personal care products in Japan
Natural cosmetic processors’ experiences in Japan show that the import procedures for cosmetics are less challenging than for food and/or non-food products. In addition Japanese women (and increasingly also men) are addicted to buy cosmetic products. In 2003 about 50 Euro have been spent for personal care products per head in Japan whereas in Europe the averaged expenditure has been about 15 Euro.
The total size of the market is estimated with about 11 billion Euros (2003). The cosmetic market is highly competitive and mature. Imports of cosmetic products are growing steadily. The leading suppliers are by far France (32.5%) and United States (29.4%).
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Market information about natural cosmetics and personal care products in Japan (PDF, 29 KB)
Currently, rejuventaion products, whiteners or cosmetic ranges for men are of particular interest. Also, multifunctional products (e.g. UV-protection, moisturizer) and a competent purchase advice are requested by Japanese buyers. However, before entering the Japanese market it is important to analyse the need and preferences of the Japanese consumers (e.g. different colours).
The demand for natural cosmetics is on the rise globally. With increase of atopic allergies and the growing consumer awareness towards safe products, the market is rapidly expanding. In the last year it could be seen that many exhibitors at BioFach Japan offered natural cosmetics and personal care products. In 2006 more than 20 international companies have offered their natural cosmetic and personal care products. A major part of the global market leaders in natural cosmetics and personal care products have started business in Japan. The majority work with Japanese distributors but have installed Japanese websites in order to promote their products (e.g. www.logona.jp or www.farfalla.co.jp or www.lavera.jp). Weleda Japan has opened Weleda natural care studios (about 10) all over Japan.
