DNA testing kits open up new cosmetic markets in Japan

DNA testing kits have been taken on by cosmetic brands in the "made-for-me,” beauty from within supplement area.

Cosmetic giant Pola recently relaunched its high-end skin care and cosmetics brand Pola Apex. The brand features 2.56 million combinations of skin care programs, so the correct one can be selected for each individual using the unique skin analyser based on the company’s database of 15 million skin types.

Its advertising campaign emphasized the brand’s slogan “analysing your skin type and creating tailored skincare program​,” which raised consumer interest. Sales in the three months after the relaunch registered a 70% increase compared to the previous year.

According to Datamonitor Consumer​ senior innovation analyst Mitsue Konishi, Japan’s overall supplement market is large, worth JPY1.21 tn as of 2013 (approximately $10.1 bn), so in 2015 this market is likely be buzzing with the “DNA approach.”

Potential for​ tailored skin-improving supplements​

Japan’s leading cosmetics and supplement company DHC has already entered the “DNA supplement” market, providing tailored slimming and skin-improving supplements.

In November 2014, another major player Fancl joined the party, targeting consumers over 50 years old. In the service called the “Good Ageing Program”, the risk of lifestyle-related illness is analyzed by its DNA testing kit and the best combination of supplements for each individual can be provided.

Supplement manufacturers see high potential in this new DNA market but it can be much larger than “DNA supplements” and grow to involve various services and goods.

For example, Japan’s infamous ageing population may create more demand on meal delivery services, such as Meals on Wheels: identifying genes might be able to supply meals that suit an individual’s health status.