Men’s grooming is expected to continue to grow in current value terms in the next five years in Japan, thanks to expanding awareness of beauty, and the concept of “genderless”, in which it has become more usual for men to express themselves through beauty.
In both premium and mass retailers, there have been successful activities by offline retailers to capture new consumers and cultivate demand, and this is set to continue in the forecast period. In terms of premium retailers, Isetan Shinjuku Men’s renewed its colour cosmetics sales area by doubling its size in February 2022.
Only a small proportion of male consumers, mainly amongst the younger generations with high fashion sense, currently use colour cosmetics. However, it is a category with high expectations, as the number of users has potential for growth.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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