The importance of skin care products in the Japanese market is improved

Using the latest technology to diagnose skin needs to expand adult and other consumers. According to KOTRA Nagoya Trade Center, the most popular key word in Japanese cosmetics industry recently is "skin diagnosis" with the latest technology. In 2019, Baoli, jialibao, Shiseido, Estee Lauder and other companies, using sensors and cameras, competed to introduce the detection of customers' skin status, and proposed cosmetics Services suitable for everyone. In the past, it took about a week to test the skin condition, and only the surface information can be obtained. But now, using the latest technologies such as big data and AI, the skin related information can be obtained with 100% accuracy in the shortest time. Since July 2019, Polaroid has introduced in all stores an instrument that can predict the skin state after 5-10 years. With a 14 second video, it can extract 2000 skin features in 3 minutes and calculate the data of 1.7 million projects. Based on the current skin aging degree and future appearance, the shop assistant recommends the most suitable skin care products to every consumer.

The 12 thousand toners and 17 thousand yen of the toner and lotion are very expensive, but 230 thousand people use diagnostic services every year. According to the analysis, the reason for the success of skin diagnosis service is that the importance of skin care is gradually increasing in the Japanese cosmetics market, which is a good factor for Korean cosmetics related enterprises. According to the survey results of Fuji Economic Research Institute, skin care products account for 46.9% of Japan's cosmetics market, which is expected to grow to the scale of jpy141.25 billion by 2020. In particular, since 2017, we have launched a large-scale promotion of wrinkle intensive care products for specific parts of the eye, neck and so on. By 2018, the market size will be 40.6% larger than the previous year. It is not only the skin surface, but also the key word of "inner beauty" to build the healthy and beautiful body. The "edible cosmetics" based on collagen, protein, fish oil, vitamins and other raw materials are also on the market.   in addition, in the bottom make-up, the use of air cushion foundation and other skin moisturizing and moisturizing skin is also very popular. The Nagoya Trade Center pointed out that the reason why South Korea should pay attention to Japan is the expansion of Japan's domestic demand market and the participation of new consumer groups. According to Fuji Economic Research Institute, Japan's cosmetics market will increase from 2.5 trillion yen in 2016 to 3.0123 trillion yen in 2020.

Especially in 2020, with the holding of the Tokyo Olympic and Paralympic Games, overseas tourists will visit Japan and the market will grow. In addition, men and adult women (55-74 years old) who have not much interest in cosmetics have become new consumers. It is estimated that by 2020, Japan's population aged over 50 will account for about half of the total population. Especially compared with other age groups, the elderly female consumers pay more attention to anti-aging, skin nutrition, wrinkle improvement and other functional cosmetics. It is expected that the related products will be sold well in the future. Kotra said that adult women who are becoming potential consumers in Japan still get product information through traditional media such as TV ads, newspapers, magazines and so on. Although high-priced Korean cosmetics such as snow show and OUHUI have good quality, they have no chance to contact them. In addition, South Korean cosmetics enterprises mainly use SNS and network to attract women aged 10-20. However, in order to expand consumer groups, they should use other marketing channels, and try to put new products in tourist attractions, accommodation places, hot spring dressing rooms, etc., to attract consumers to use and promote sales at the front desk.