7 Issues Japanese Cosmetics Need to Improve
かずのすけ
Translated from 日本語
Overview
Kazunosuke, a cosmetics developer and beauty chemist, explains seven areas where Japanese cosmetics, despite their advanced technology, still face challenges, and what they would like to see improved.
3 min read
3:18
1. Design: Too Much Text and Costly Containers
- Excessive text on packaging: Because brands prioritize standing out on drugstore shelves, many packages display benefits and ingredient names in large print, resulting in designs that don't blend in with home interiors.
- Container manufacturing costs: Domestic container manufacturers charge high prices, so even simple designs tend to be expensive. This creates a vicious cycle in which brands fall back on things like basic film packaging.
8:02
2. Fragrance: Too Few Fragrance-Free Options
- Insufficient consideration for diverse skin types: Many users feel skincare doesn't need a strong scent, and for people who experience skin problems or feel unwell from fragrance, it's a reason not to buy a product at all.
- Solution: Brands are encouraged to keep scented versions for existing customers who like them while also offering a "fragrance-free version" with the same formula.
12:49
3. Ethanol: Careless High-Concentration Use
- Disconnect from user needs: Although ethanol is one of the ingredients sensitive-skin users most want to avoid, it is often listed near the top of the ingredient list, used for stabilization or to create a cooling sensation.
- Using alternative ingredients: Since it is possible to formulate products without relying on ethanol, brands need to shift toward formulations that prioritize consumers' peace of mind.
16:29
4. Moisturizing Feel: Overemphasis on Rich Hydration
- Lack of lightweight options: The focus is almost entirely on high moisture and "very moist" textures, leaving few light, silky options suited to skin prone to sebum-related issues or to male users.
- Ingredient adjustments: Brands need to rethink the excessive thickness created by glycerin and thickening polymers and expand non-sticky options based on ingredients such as BG.
19:55
5. Law (Pharmaceutical and Medical Device Act): Overly Strict Advertising Regulations
- Restrictions on disclosing test data: Even when brands have data showing effectiveness with continued use, it is treated as a guarantee claim and can't be published, making it hard to communicate a product's merits to consumers.
- Fairness issues: While aggressive advertising by overseas brands goes unchecked, strict regulations on domestic manufacturers hold them back.
24:11
6. Pricing: High-End Lines Stuck at High Prices
- Insufficient expansion into mass-market price ranges: Proprietary technologies and excellent ingredients tend to remain confined to premium products priced at ¥10,000 or more.
- Strengthening second brands: Brands should bring excellent ingredients down to budget and mid-range price points and set prices that fit the times.
27:49
7. Marketing: A Gap with R&D and Outdated Tactics
- Gap in understanding: Marketing departments fail to fully digest the advanced technology developed by R&D, resulting in advertising that relies on onomatopoeia and image.
- Rethinking PR tactics: Promotions that are out of step with today's consumer sensibilities, such as influencer-heavy campaigns that neglect existing loyal customers, need to be improved.
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