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The Grooming Effect: Growing Market for Men's Cosmetics

 

(August 3rd, 2009)

Over the past decade, we have seen an increase in grooming products targeted at men in Japan. Shiseido, a major Japanese hair-care and cosmetics producer and the oldest cosmetics company in Japan has been in the business for over a century. Shiseido for men began in 1897 with Beard Oil leading to the “Florin” range in 1915. The two main product lines for men are Shiseido Men and Shiseido Uno. Among their grooming products is even a make-up kit for men including tweezers, special eyebrow scissors and eyebrow pencils. One of their newest releases is called Shiseido Uno Skincare Tank to keep the skin smooth and moist.

The television commercial for the latest product features one of Tokyo`s most popular young actors, Satoshi Tsumabuki. As he passes through the airport detector he is stopped for having liquid (Uno Skincare) in his bag. After seeing the attractive flight attendant waiting for him, he cannot resist using it one last time to bring the smooth glow back to his face. It is no surprise that he was chosen as the young, baby-faced, fresh, “kakkoi” -handsome man rather than a more experienced or sophisticated look used in foreign campaigns.

The advertisement appears to target the younger generation who are spending more time and money on their appearance including at hairdressers for a modest $10 ten-minute haircut or more flamboyant cut (including colouring which is very common in Japan unlike overseas) for $100 or more. The “metrosexual ” is a major player in grooming culture especially Shibuya (part of Tokyo- the world`s biggest metropolis). Men are also going (or sent by wives/ girlfriends) to manicures, pedicures, spas ranging from approximately $40 and above. There has been the influx of face scrubs, shaving foams, post shave healers, eye creams and hair–styling products. Men are tending to have showers in the morning rather than that customary evening baths. Government projections have projected that by 2015 a quarter of the population will be over 65 years old. According to the Ministry of Economy, Trade and Industry, there has been a 17% year-on-year growth in skin care and cosmetics sales for men totaling $176 Million.

There is an overwhelming sense that this is just the beginning and grooming for men in Japan is a big business. Cosmetics, Grooming, Skincare companies should take note. Whether a macho sportsman, “metrosexual” or submissive boyfriend / husband; grooming and cosmetics is now a part of everyday male life in Japan!

AG
2009/08/03