Kawaii Way bottles Tokyo style for international fans

The Face Tokyo collection contains a variety of products as well as a booklet which features collective wisdom from Japanese women who are devotees of Tokyo’s ‘culture of make-up’.

The 'kawaii' (adorableness) boxes were inspired by the 2,000 attendees at Tokyo Girls Collection and comprises of four different looks, including the fresh 'Raw Face', 'adorable Doll Face', 'heritage Bitter Face' and trend-driven 'Color Face'.

The range will be sold by Japanese retailers, including Matsumoto Kiyoshi, Tsuruha Drug and Don Quijote.

Japanese beauty influence​

As Japanese women look for more sensitive qualities in men, the younger generation is investing in a softer appearance including skin quality, odor and hair removal.

'Joshiryoku danshi' or 'boys with girls skills' is a new category for the beauty industry in Japan where a generation of young men aren't interested in a traditional masculine role but are rather investing their time and money on 'feminine activities' like shopping and beauty routines.

"These young men are described as removing hair on their legs, wearing ladies trousers (short length, ankle visible), carrying around a grooming pouch, and opting for soy milk for anti-ageing care,​" says our Asia Pacific cosmetics market expert, Florence Bernardin.

Meanwhile, Tokyo-based beauty giant Kao conducted an online survey of 1,032 men in their 20's in 2011 which found forty-eight per cent of respondents use skin lotion, skin milk or beauty essence.

More complex solutions​

Despite various top personal care players stepping up to give Asian men more complex solutions that go beyond maintaining hygiene in recent years, this younger generation say they prefer women's beauty and grooming products.

According to Florence, a recent issue of beauty magazine; 'Bistory' depicted eight men’s profiles from 27 to 44 years old where cooking skills, skin care approaches, sun protection, teeth whitening, and hair styling routines were rated and explored.

"What's most interesting about that article is that most of the products shown were women’s ones​," she tells this publication.

"I wonder if the men’s skin care market will step up to cater to this group or if these young men will continue to find the answer to their gentle personality through women’s products only,​" Florence adds.