Using sunscreen is a widespread practice in Asia… but the key is to select the best product for you. A recent study by market research firm Mintel highlights the fact that four out of five Japanese have trouble finding their way around and buying the right skincare products.
The use of sunscreen varies from country to country. According to Mintel, in the UK (for example), consumers apply sunscreen to protect against skin cancer.
In Japan, on the other hand, the general public uses them for cosmetic purposes. The main objective is to limit the appearance of skin spots and prevent premature aging of the skin.
The Mintel study shows that a third (36%) of Japanese men apply sunscreen, less than half the number of women (85%). The reason for this low rate of use can be attributed to men’s limited knowledge of the sunscreen category. They don’t know how to choose them (79%), nor how to use them (74%).
“Our analysis indicates that many Japanese men understand the disadvantages of sunburn, but don’t know how to select or use sunscreens. This offers Japanese brands innovation and marketing opportunities to target male consumers, by integrating educational content into their communications,” explains Kaori Kawabata Associate Director, Research, Beauty and Personal Care, for Mintel Japan.
In Japan, the suncare market is mature. According to the expert, focusing on men, who are less knowledgeable than women about the use of this type of skincare product, could be a relevant marketing strategy.
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