A new joint survey conducted by Japanese companies Mercari and istyle Inc has found that Japanese beauty consumers are turning to second-hand marketplaces as a means to try products before committing to a full purchase.
Try-before-we-buy has come under scrutiny in cosmetics amid the pandemic, with brands innovating touchless solutions to promote safe and hygienic handling when shopping for beauty buys. Subsequently, sampling strategies are evolving—with a big emphasis...