Skincare and personal hygiene trump make-up in Japan as social distancing measures continue

Skincare and personal hygiene trump make-up in Japan as social distancing measures continue

THE WHAT? Japanese consumers are focusing on skincare and personal hygiene as opposed to make-up as social distancing measures continue, according to a report by Asia Nikkei. 

THE DETAILS Research company Intage Holdings has stated that year-on-year lipstick sales fell 69.7% in the second week of May with cheek rouge dropping 47.4%. 

Indeed, according to the company, masks were the most consumed item in the period, followed by thermometers and disinfectant. The least consumed items were anti-dizziness tablets, lipstick and photographic film. 

Likewise, while Japanese make-up company Shiseido saw sales plummet 96 percent YOY, President Masahiko Uotani highlighted increased skincare usage due to the effects of mask wearing, stating, “Skin care becomes more important as people take measures against infection.”

THE WHY? Lipstick and make-up sales are taking a hit due to the continued social distancing measures in place following the outbreak of COVID-19. However, despite lockdowns starting to ease, Mitsuru Watanabe, a researcher at Intage, highlighted that with more people working from home, “sales of consumer products such as makeup and shoe cream would not return to previous levels even after the coronavirus crisis ebbs.”

As a result companies such as Shiseido are said to be shifting their focus, with the company now prioritizing skin care and e-commerce. 

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