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Cosme Tokyo 2017 to showcase Made in Japan cosmetics

By Natasha Spencer , 18-Jan-2017
Last updated on 18-Jan-2017 at 13:13 GMT2017-01-18T13:13:23Z

Cosme Tokyo 2017 to showcase Made in Japan cosmetics

This year’s Cosme Tokyo 2017 will place particular importance on promoting products formulated, developed and marketed on its home soil.

Organised by Reed Exhibitions Japan, the 5th International Cosmetics Trade Fair will be held between 23–25 January 2017 at the Tokyo Big Sight in Japan.

Cosme Tokyo is expected to welcome 25% more exhibitors to its three-day event, with 780 exhibitors anticipated to attend.

As the theme will centre on cosmetics ‘Made in Japan’, the trade show will feature a diverse selection of Japanese-based concepts and developments from skin treatment to colour cosmetics.

‘Made in Japan’

In keeping with the theme, a number of new product launches and established brands will be exhibiting at this year’s event.

Japanese Utsugisangyo will present its Oshimon/Horse Oil Series mascara line, newly launched using their specific technology.

Supporting the Japanese cosmetics effort, Aqua Cube in collaboration with heavyweight Hello Kitty has created a limited edition of multi-functional concealer, designed to hide smile lines, dark circles, pores and blemishes.

Bihadado, or sleeping milk, has been formulated for consumers with rough skin to reduce pores and elasticity while increasing moisturising.

Getting ahead of the curve

Mirroring this year’s recognition of Japan’s contribution to the global cosmetics industry, speaker slots from Japanese organisations and businesses will fill the Cosme 2017 conference programme.

Hiroshi Tani, Director of Bio-Business Promotion Office, Bio-Industry Division of the Ministry of Economy, Trade and Industry, will explore the current cosmetics landscape and how researchers, producers, developers and marketers can prepare for its future in ‘Global Strategy of the Cosmetics Industry’.

Additionally, a number of representatives from leading household names throughout Japan including  Masumi Natsusaka, President, Kanebo Cosmetics; Kazuya Kitagawa, Executive Officer, General Manager of Advertising, Kosé; and Tanemasa Nagano, Collaborate Marketing Group Trade Marketing Section, Shiseido,  will discuss the impact of innovation, the importance of brand communication and the need to develop cosmetics with the consumer in mind.

International insight

Global brands will also be present and deliver conference messages that focus on moving forward with research, development and technology methods in Japan.

Christian Dior’s Takayoshi Sakoda, R&D Director at Asia Innovation Center, will talk about how it handles its operations to target Japanese skin, while Nobuhiro Ando Managing Director, K.K.Chanel Research and Technology Development Laboratory, will present Chanel’s latest understanding of the Japanese consumer base.

The 2017 three-day event will also welcome cosmetics from all around Asia, displaying products and providing market trend insights on Korea, Taiwan, Thailand, Mongolia, Thailand, Malaysia, Sri Lanka and Hong Kong.

Japan: an improved forecast

As Euromonitor International predicts a positive change in the performance of Japan’s beauty and personal care industries over the forecast period, it signals sector growth amid economic improvement.

To continue this prosperity in the coming year, many Japanese cosmetics brands are gearing their product developments towards the older demographic.

Shiseido's Prior, for example, targets mass hair care, skin care and colour cosmetics. Kao's Sofina Primavista Dea has created make up for this sector of the population and Success Volume Up has released a shampoo range.

In Japan, many brands led once again by Shiseido, are renewing the angle of their marketing strategies, as they base channel choice and product development on consumer behaviour and purchasing habits.

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