Wednesday, December 2, 2020Market

Export to Japan: instructions for use

Export vers le Japon : mode d’emploi

The re-launch is now. And what could be better than to set out to conquer new areas? As part of its program to help companies boost their economy, Business France has listed all the countries most likely to give in to the charms of French beauty. Japan is one of them.

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With an average basket of 287.4 euros per year and per capita, the cosmetics sector is quite important in Japan. The size of the market is estimated at 22.1 billion euros in 2018 (+4.1%), ranking it third behind the United States and China.

Skin care and make-up products account for more than two thirds of the market (47.3% and 22.4% respectively). Capillaries also account for a significant share (17.1%). Organic and natural skin care products are not to be outdone. They alone are worth 1.28 billion euros.
“Overall, we can expect growth of 3.4% in 2020 to reach 23 billion euros in 2021. The increase in the number of tourists with events such as the Olympic Games contribute to sales of cosmetics,” explains Business France.

Above all, Japanese women are looking for efficiency. In order to seduce them, it is therefore necessary to focus on products whose benefits have been scientifically proven.
As said before, natural claims are exploding.

Market characteristics

At present, 64% of cosmetics in Japan are manufactured in the country. A certain saturation can be observed with increased competition. Not surprisingly, it is a Japanese brand, Shiseido, which holds the largest market share (14.1%).

France is …

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