Mintel reveals Japanese Beauty trends at  in-cosmetics Korea 2023

Mintel, the world’s leading market intelligence agency, recently attended in-cosmetics Korea 2023 as a long-standing official partner. As part of a special programme spotlighting Japan’s beauty market, Reiko Hasegawa, Senior Beauty and Personal Care Analyst at Mintel, was invited to discuss Mintel’s latest research and insights on J Beauty, including comprehensive recommendations for beauty brands looking to enter and grow in the Japanese market.

Considering the ingredients, formulations, and consumer trends that are popular now and those that are on the horizon, Reiko identified four opportunities brands should consider leveraging in their strategic growth plans.

“K-Pop is loved and appreciated by the younger generation to the extent that Japanese artists undergo training in South Korea in hopes of making their debut on the K-Pop scene. Social media data shows K-Beauty and colour cosmetics are linked, with no indications that the trend will slow any time soon. Local and overseas brands should look closer at K-Dramas and leverage a similar style to communicate with consumers while offering ways to recreate looks featured in the entertainment,” said Reiko.

Reiko suggested, “Traditional ingredients resonate well with Japanese consumers. They appreciate upgrades in products and ingredients, but it often takes a while for them to trust new ingredients. Brands looking to grow their share of the Japanese market need to reignite consumer desire by giving well-known ingredients, such as hyaluronic acid and collagen, a modern, technology-driven update. Brands can explore different ingredient variations and new combinations while making sure to communicate ingredient transparency to consumers.”

Three years of mask-wearing has made many Japanese consumers realise how important the eyebrows are to the face. They have also noticed that brows can help enhance one’s natural beauty and complement the eyes. Mintel data reveals that 56% of Japanese consumers say they have bought an eyebrow product in the past six months.

Reiko continued, ”Influenced by K-Beauty and C-Beauty, undereye makeup has made a comeback. Makeup brands can highlight the benefits of undereye makeup products and make products multifunctional to drive usage. In addition, show consumers how refining the brows can complement the eyes.”

Finally, new and innovative haircare products are trending – including hair masks, special care treatments, and premium products. To tap into this, brands should focus innovation in Japan around treatments. According to Mintel research, 59% of Japanese female consumers aged 18-29 purchase rinse-off treatments/masks and leave-in conditioners/treatments for their hair, higher than any other age group.

Meanwhile, although older generations are less keen on adding new hair treatments to their routine, they are more interested in treating age-related hair issues. Mintel data shows that 11% of female consumers aged 60 to 69 would buy two-in-one shampoo, and 10% say they would like to purchase products for hair regrowth and thinning hair.

“Treatment products for the in-between daily haircare occasion present a key opportunity area for beauty brands, especially those looking to engage with younger consumers. When targeting older consumers, there are opportunities to maximize the potential of the basic haircare products they already use by adding key, age-related benefits,” said Reiko.