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Tourist Spend Still Boosting Japan's Cosmetics Market
Dec 20, 2018

Despite a shrinking domestic audience, Japan’s personal care sales are thriving thanks to Asian shopping tourists, while local brands are enjoying an export boom as J-beauty trends


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Japan's personal care sector experienced continued growth in 2017, with shipments surpassing Japanese yen ¥1.6 trillion (US$14.34bn) during the year to reach a new record high.

Virtually every sector recorded an increase in sales on the previous year. Figures for the January-April period of 2018 suggest that this positivity is being carried over into this year, boding well for personal care companies.

Domestic demand has been stable thanks to an improving economy and innovative new products, analysts say. But overall, sales have been boosted by record high numbers of foreign tourists snapping up Japanese brands, which have a reputation for being high quality and good value for money.

According to the country's Ministry of Economy, Trade and Industry, sales of personal care products in Japan during 2017 were up 6.9% on the previous year, with make-up lines particularly strong, along with sun creams and perfumes & eau de colognes – not a sector that is traditionally strong in this market.

Only sales of men's skin care products and hair care items contracted over the year, the latter by 0.02% on the previous year's figure.

Women's skin care items have performed particularly strongly in the first four months of 2018, according to the Ministry, with sales of moisturisers and special care ranges both up nearly 16% and facial washes & cleansers up more than 9% year-on-year.



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