Currently, there are three major categories in the global skin care market: Japanese skin care brand, Western skin care brand and Korean skin care brand. Last week, we talked about the world’s top three skin care groups, so today let’s appreciate the unique charm of Japanese skin care brands.
When it comes to Japanese skin care brands, I am willing to bet that most of these brands that consumers can think of belong to Shiseido. Shiseido owns 19 skin care brands, Clé de Peau Beauté (CPB)、the Ginza、IPSA are top brands of Shiseido. Professional sunscreen brand ANESSA, cosmeceuticals brand Avène, and Elixir, which has won the skin care sales No.1 in Japan for 10 consecutive years, they all belong to Shiseido. According to data statistics, the sales volume of Shiseido was about 7.57 billion euro in 2017, and the profit was 0.605 billion euro, making it the most profitable skin care group in Asia. In middle of August in 2018, according to the Japanese economic news, Shiseido has made a change in brand strategy, using social media more than ever in order to get closer to younger consumers. Recipist is a new brand that Shiseido launched in November 2017, this new brand focuses on young women aged 18-22, who often stay up late and suffer from skin problems. The brand sells only through its own electronic websites, such as Watashi, Cosme, Rakuten and electronic shopping platforms such as Amazon. Many internet celebrities promote the brand in Instagram and post the methods of using these products. Shiseido has successfully attracted more young Japanese consumers through reasonable prices and cute packaging.
Source: http://wemedia.ifeng.com/76845902/wemedia.shtml.
In Japanese movies and literature, Japanese women always walk with small, silent paces, greeting everyone politely. Japanese skin care brands not only reflect Japanese local delicacy and exquisite, but also learn from the West. I have to say an interesting phenomenon, many Japanese skin care brands are named in French and Italian. For example, Clé de Peau Beauté in French means the key to obtain flawless skin. COSME DECORTE, a nice name from the French word ‘cosmetique’ and ‘decoration’, means medals of beauty. Shiseido’s men skin care brand Uno, is an Italian word which means only one. These can help establish the elegant, distinguished and international brand image. The safety of ingredients is the biggest characteristic of Japanese skin care products. This means that most Japanese skin care products do not add alcohol, pigment, essence and other ingredients. In general, consumers apply toner before using face cream. However , lots of Japanese brands claim that if consumers choose their products ,they need to apply the face cream by using a clean cotton pads before applying toner. In this way, it softens the cutin, promotes the absorption of follow-up skin care products, and keeps the skin in a naturally tender and hydrating state. Western skin care brands advocate restoration and anti-aging, Japanese skincare brands offer consumers mild and comprehensive daily care and maintain skin stability.
Considering that Japanese skin care products generally do not contain preservatives, consumers should use them within three to four months after opening the seal, so the packaging of Japanese skin care products is relatively simple and low profile. Cost reduction and environmental protection both attribute to this phenomenon. Although the Japanese skin care products packaging seem simple, but in fact they are well designed and easy to be identified. Different series of products have their unique packaging style. What’s more, the brands give full consideration to the needs of consumers when designing the package. Kanebo has designed a series of easy-to-use packaging containers, such as pump sets that are easy to pump. They also introduced a portable cleanser milk whose packaging is designed to be hexagonal and easy to tear apart even if the users’ hands are wet. Although it seems to be a small improvement, it can make customers have more pleasant experience.
As is known to all, Japan has advanced technology but lacks resource. Production standards in Japan are even stricter than those in Europe and the United States. So Western skin care brands value natural ingredients, while Japanese skin care brands focus on technological factors. The Japanese brands’ skin care products are often patented and win international awards, and their skin care products are always making continuous progress. For example, CPB released Neuro Skin theory in 2016, according to this theory, the human skin consists of six trillion cells, each controlled by enzymes, nine of these enzymes are particularly important for the skin. As a result, CPB has launched lots of products that contains these enzymes. Among those products, there is a face cream costs 19 euros per milliliter, CPB claims it may allow the skin to regain its delicate soft and this product is often sold out.
Source: https://www.cledepeau-beaute.com.cn/product-789.html.
I think it is not difficult to find the reasons for Japanese skin care brands enduring appeal.Exquisite packaging, considerate service, good reputation and excellent skin care experience, they all the reasons why Japanese skin care brands have more and more loyal fans. Women always pay too much for beauty. However , consumers still need to be rational and choose suitable skin care products.
References:
September 02，2018, “What efforts have Shiseido made on social media to attract young consumers?”，DaFenghao( online),retrieved from：http://wemedia.ifeng.com/76845902/wemedia.shtml .
April 03，2018 ,”Performance analysis of the four most profitable cosmetics companies in Asia in 2017 “，ZhongShang(online)，retrieved from：http://www.askci.com/news/chanye/20180403/101128120927_2.shtml.
October 15,2018, “Three major differences between West skin care products and Japanese skin care products “,ShuiYangMeiFu(online),retrieved from: https://www.sohu.com/a/259537834_100293319.
February 14,2017, “CPB makes you a lady”, STYLEMODE(online),retrieved from: http://www.stylemode.com/makeup/skincare/2017-02-14/12594_all.html.
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