They live on the other side of the world and are known for being complex to understand (at least for Westerners), and more Asian than Asians… but the Japanese are also major cosmetics consumers and France is their main imported product supplier. Still, for a French brand, selling cosmetic products in the land of the rising sun is not that easy. Business France provided all the keys for it at their Cosmetic Workshop dedicated to Japan last March 20, 2018.
Mikako Shiina, Development Director for Cosmetics at the Tokyo-based Business France office, advises and regularly supports French companies throughout their journey to the Japanese market, which she described in great detail.
Japan is a parliamentary democracy which counts 126.9 million inhabitants gathered in large cities: over 90% of them are urban, 77.8% are aged 15-64 and part of the active population, 27.3% are 65 or more. Overall, there is a declining and ageing demographic trend, but Japan remains a ‘school of excellence’ and a strategic platform to export everywhere in North-East Asia.
Japan is a rich country. The GDP per capita reaches 32,478 dollars. It is the third world economy (behind the United States and China), and the second in Asia. In 2016, it achieved a +0.8% growth rate, and its unemployment rate is low (below 3%). Its market is mature and sophisticated, oriented towards innovation, and supported by one of the highest standards of living in the world.
The cosmetics market
In 2017, the Japanese cosmetics market was estimated at about 18.4 billion euros – a ‘big’ market, which also proves dynamic, with an increased value of 2.9% between 2015 and 2016. It should record a further 2.4% rise …
