The changing face of cosmetics in Japan

A recent survey of cosmetic company executives on their perceptions of trends in 2008 produced some interesting comments. Many surveyed consider that using make-up to create an intellectual, sophisticated look will be the key to additional sales in 2008, in addition to last year’s focus on a quality appearance. Instead of playing with colour, using layers of sparkling tones will be popular and women will play with light to create an elegant lustre. Eyeliners will be popular to layer gold, silver and a wide range of other shiny colours to create shadows for a graceful, intellectual look, with lipstick following a similar trend. The technique of adding gold and silver on top of more standard lipstick colours to project a pearly effect will be popular. Palettes will also be the centre of attention, especially products with a floral motif.

Anti-ageing marketing has already been established in skin care and now the concept of “beauty ageing” is expected to become popular, a technique that does not just cover the skin but employs a new way of applying products to polish beauty. For example, instead of simply rubbing cream into the skin, a lymphatic massage to stimulate blood circulation might be incorporated.

One executive commented “As people have become more aware of food safety, women are also beginning to focus on safety, which ingredients are used and where cosmetics are made. With the trend continuing to grow, sales of natural cosmetics have also grown steadily since the second half of 2007 and the demand for skin care products applied daily that also offer peace of mind will increase.”