Japan focus: Our top stories featuring Japan’s cosmetics industry

By Amanda Lim

- Last updated on GMT

Japan focus: Our top stories featuring Japan’s cosmetics industry
We round up of our most-read news pieces on Japan, featuring Intercos’ Japan expansion, Kewpie’s new egg-based ingredient, Shiseido’s ambitious new targets and more.

1 – Next stop Japan: Intercos targets ‘sleeping beauty’ after China and Korea success

Cosmetics contract manufacturer Intercos is looking to expand its footprint in Japan to strengthen its presence in the Asian markets, on the back of strong growth in China and Korea

The Italian firm, which specialises in colour cosmetics, pencils, nail polish, skincare and personal care products, exhibited at CITE Japan for the first time this year following its joint venture with Japan’s Sumitomo Corporation Group in 2018.

Make-up strategic marketing and account development VP of Asia, Anna Dato said it was imperative for the company to build its presence in Japan considering the rising popularity of J-Beauty.

“Japan is a leading market for prestige. Japan has been a sleeping beauty and now it’s waking up again. It’s very important for us to be here right now.”

2 – Cracking collagen: Kewpie’s new egg-based cosmetic ingredient promises to turn back time

Japanese company Kewpie has launched a brand new collagen-boosting ingredient extracted from eggshell membranes.

Its fine chemicals division launched EMlastic at CITE Japan in May and is optimistic about its prospects locally and in overseas markets.

The ingredient acts to increase fibroblasts that produce hyaluronic acid and the collagen necessary to maintain skin firmness.

Yayoi Matsushita, marketing, fine chemicals division of Kewpie explained that EMlastic’s main purpose was to promote the production of type-III collagen, also known as ‘baby collagen’, as it is most abundant in skin during babyhood.

3 – Beauty in baobab: Super oil from Africa poised to go mainstream in Asia

The demand for baobab oil has been rising in the Japanese market in recent years and one supplier believes it will soon spread to more parts of Asia.

Japanese supplier of natural oils and butters, Celmyon, has been producing and supplying baobab oil for nearly 10 years.

However, it has seen sales start to pick up for the last two years, said company president and CEO, Mahamadou Tandia.

“The baobab tree is known as the tree of life. It has a great sustainability story and is also a natural, organic ingredient, that’s why it appeals to the consumer.”

4 – Shiseido’s double-digit profit drive: Firm lays out plans for China, Americas and EMEA

Shiseido Group hopes to hit new highs by strengthening its position in China, America and EMEA as well as tighten its supply chain and improving production.

In the last financial year, Shiseido achieved a record-high performance of over ¥1tn ($9bn) in net sales and ¥100bn ($900m) in operating profit, which were initially the targets for 2020.

During the firm’s latest General Meeting of Shareholders, representative director, president and CEO Masahiko Uotani expressed that Shiseido does not intend to rest on its laurels.

“We want to continue to take on bold challenges, aiming for further heights. We will continue to take action on the issues in front of us, without putting them off.”

5 – AIVITA launches stem cell-powered skin care range in Japan as it seeks Asian expansion

US-based AIVITA Biomedical has launched its own range of stem cell-powered anti-ageing skin care, called Root of Skin, in Japan

The expanded distribution will see the products stocked on the shelves of 9,300 Japanese beauty and lash salons.

Additionally, the brand will be available online via a Japanese online e-commerce platform that has access to an estimated 1.4 million beauty consumers in the country.

AIVITA’s expansion into Japan follows on a string of successful appearances on home shopping channel QVC Japan.

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