Japan's French connection

Japan vs France: an assessment detailing how similar products perform when launched in two different markets

France and Japan have two of the world’s most powerful personal care product sectors, but their brands fare quite differently when trying to sell into each other’s markets. Julian Ryall and David Hayhurst assess which country is winning the cosmetics battle

Geographically distinct, culturally diverse and economically contrasting; on paper, France and Japan could not seem to be more different. Yet in their experience and expertise in the manufacturing of personal care products, in particular skin care products, the two countries have found common ground.

The glamour of the French industry is a strong calling card in Japan, while the Japanese appeal in France lies in the manufacturing and technical excellence their brands promote. However Japanese brands have an uphill struggle convincing French consumers to move away from their traditional Gallic staples.

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