Asia in Focus - dispatches from Bangkok

Opening the door to Japan...designer trend is out - uniqueness is in!

By Michelle Yeomans

- Last updated on GMT

Opening the door to Japan...designer trend is out - uniqueness is in!

Related tags Expert florence bernardin Cosmetics

This month we are focusing on Japan, where consumer demand for designer brands from head to toe has shifted to a desire to be unique. Ultimately opening up an infinitive amount of opportunities for cosmetic players...

According to our regional expert Florence Bernardin, the CEO of 'Information & Inspiration', an agency that specializes in all that is the cosmetics industry in Asia, the days of Japanese consumers kitted out in Chanel from head to toe are gone and the customized experience is now favored.

Florence was called on by the organisers of in-cosmetics Asia this year to dedicate a pavilion to Japan, exhibiting


the region’s most up-and-coming brands; consumer insights; and a product trail showcasing ingredients and projects that draw inspiration the market. caught up with Bernardin to discuss why the new consumer is '40' instead of '20' and how cosmetic consummation has continued to decline in a country severely affected by natural disasters​.

Demand for 'Cooling down' and 'heating up' products

According to Florence, the key trends continue to be a quest for well-being, positive ageing and minimalism. "Japanese consumers are educated in prevention, so timely regimes have been replaced with one high standard product in the quest for natural beauty," ​the expert tells this publication.

"Therefore; the trend at the minute is more about 'looking like yourself', than sophisticated or complicated products​."

Enter a new generation of cleansers and make up removers that heat up or cool down and come in transparent, pink or changing colors when foaming or using it!

"Hot cleansers or carbonic acid care products are big right now in Japan because it stimulates and heats up the body," ​says Florence.

Florence Bernardin

Asia in Focus - bringing you all the latest from the region

Asia in Focus is a series that hones in on the segments offering the most opportunities for the industry.

This series looks at how best to enter Asia's markets and hones in on specific consumer trends and behavioural pattern breakdowns with our experts on the ground, in the region.

Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters.

If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration.

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