Japanese men buy into skin care
Skin care products sales in Japan are booming to the increasing number of men who wish to present a well-groomed appearance, accompanied by a similar sales increase in anti-ageing products aimed at middle-aged and older men. To take advantage of these trends, cosmetic companies are setting up counters in department and drug stores dedicated to men's skin care products. They also help men purchasing these products for the first time, and not sure about their skin type, to choose suitable products from the growing range available.
Skin care products sales in Japan are booming to the increasing number of men who wish to present a well-groomed appearance, accompanied by a similar sales increase in anti-ageing products aimed at middle-aged and older men. To take advantage of these trends, cosmetic companies are setting up counters in department and drug stores dedicated to men's skin care products. They also help men purchasing these products for the first time, and not sure about their skin type, to choose suitable products from the growing range available.
Domestic sales of men's skin care products rose to ¥14.52bn ($124m) in 2005, up 12% from a year earlier according to a survey by the Ministry of Economy, Trade and Industry, but this is still a fraction of the western market. Demand is continuing to rapidly expand among middle-aged and older men, and businessmen in their 20s and 30s who want an appearance that creates a good impression. Although skin care products for men are in the ¥2000 to ¥3000 upper price range, more low-end items targeting young men are appearing on the market. One is the Oxy Perfect Lotion launched in March by Rohto Pharmaceutical with an RRP of ¥819. The company states the lotion absorbs excess sebum while the medicinal element it contains kills bacteria causing acne, a major source of distress among younger men.
Nivea-Kao introduced its Men Revitalizing Lotion Q10 with an RRP of ¥l575, which includes the coenzyme QIO claimed to be an organic substance with an ion antioxidant action thus moderating the effects of the ageing process. The lotion keeps the skin firm and lustrous by restoring moisture when used after shaving or washing.