Beauty-conscious mothers push men\'s market in Japan
Japan\'s men\'s cosmetics market has been growing rapidly, led by demand for skin-care products among men in their teens and 20s. Beauty-conscious mothers have emerged as a key force influencing boys and young men to incorporate cosmetics into their lifestyles.
Japan's men's cosmetics market has been growing rapidly, led by demand for skincare products among men in their teens and 20s. Beauty-conscious mothers have emerged as a key force influencing boys and young men to incorporate cosmetics into their lifestyles.
According to market research firm Intage Inc., 60.2 per cent of men in their 20s purchase cosmetics, the highest percentage across all age groups, followed by 51.8 per cent of men in their 30s.
When Rohto Pharmaceutical researched usage of their Oxy cosmetics for young men, they found the brand was used by 30 per cent of men aged between the ages of 15 and 19, followed by 21.9 per cent of men between the ages of 25 and 29 and 18.5 per cent of men aged 20 to 24.
Young men today have grown up in a home environment where they have seen skin care as an important part of their mother's daily life, and this has influenced them, said one analyst.
Education policy has also helped. More than half of the private senior high schools in Japan had become co-ed by the late 1990s. According to Recruit Lifestyle Co, this exposed schoolboys to women's attitudes and influenced their behaviour.