Japanese men invest in their looks

Japan's cosmetics companies are devoting more of their efforts to producing lines for male consumers as increasing numbers of men worry about the way they look.

The new trend is more than Japanese men discovering their "metrosexual" side, according to analysts, and suggests that old-style masculinity is no longer cool here. "Men are becoming a lot more interested in making themselves beautiful, and they are buying cosmetics, paying attention to their hair and overall grooming," said Shigesato Kobayashi, a spokesman for cosmetics giant Shiseido Co.

That attention to detail extends to a boom in "esthetic salons" that cater exclusively to male clients.  The largest chain in Japan -- Tokyo Beauty Center -- is promoted by none other than Hidetoshi Nakata, the former darling of Japanese soccer.

In 2002, Nivea-Kao Co. was the first Japan-based company to market a skincare product for men, followed by Shiseido in 2004 and Rohto Pharmaceutical in 2006. Sales of men's skin care cosmetics came to Y17.6 billion (€130 million) in 2008, up an impressive 16.9 percent from the previous year.

According to a survey by Mandom Corp., another of the major Japanese cosmetics houses, more than 59 percent of Japanese men now use facial wash, up from 48.8 percent in 2005. Among university students, the 2009 figure soared to over 85 percent.

Cosmetics firms have responded with new products, including beauty essence, milky lotions and cream preparations. Department stores across the country now have counters staffed by skin counsellors who are advising men on how to best take care of their faces. They are telling men that as their skin contains more oil and less moisture than female skin, they need to wash frequently and use moisturizing products regularly.

The fastest growing sector is the mass market, according to Shiseido's Kobayashi.
"This market is moving really fast for companies such as Oxy and Mandom, but the prestige sector is faring quite well still as well," he said.

"In Japanese society, it has become normal for men to buy products that used to be considered feminine and when the economy recovers we believe we will see even more men investing in the way they look," he added.

JR

Sport
sportSo, how closely were you paying attention during 2014?
Arts and Entertainment
Dennis speaks to his French teacher
tvThe Boy in the Dress, TV review
News
One father who couldn't get One Direction tickets for his daughters phoned in a fake bomb threat and served eight months in a federal prison
people... (and one very unlucky giraffe)
Arts and Entertainment
Joel Edgerton, John Turturro and Christian Bale in Exodus: Gods and Kings
film
PROMOTED VIDEO
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Arts and Entertainment
The Plaza Theatre in Atlanta, Georgia was one of the 300 US cinemas screening
filmTim Walker settles down to watch the controversial gross-out satire
Arts and Entertainment
Amy Adams and Christoph Waltz in Tim Burton's Big Eyes
film reviewThis is Tim Burton’s most intimate and subtle film for a decade
Life and Style
Mark's crab tarts are just the right size
food + drinkMark Hix cooks up some snacks that pack a punch
Arts and Entertainment
Jack O'Connell stars as Louis Zamperini in Angelina Jolie's Unbroken
film review... even if Jack O'Connell is excellent
Arts and Entertainment
Madonna is not in Twitter's good books after describing her album leak as 'artistic rape and terrorism'
music14 more 'Rebel Heart' tracks leaked including Pharrell Williams collaboration
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Ashdown Group: Senior Marketing Executive- City of London, Old Street

    £40000 - £43000 per annum + benefits: Ashdown Group: Senior Marketing Executiv...

    Ashdown Group: Marketing Manager

    £40000 - £43000 per annum + benefits: Ashdown Group: An international organisa...

    Ashdown Group: Internal Recruiter -Rugby, Warwickshire

    £25000 - £30000 per annum: Ashdown Group: Internal Recruiter -Rugby, Warwicksh...

    Ashdown Group: Marketing Manager/Marketing Controller (Financial Services)

    £70000 - £75000 per annum + benefits: Ashdown Group: Marketing Manager/Marketi...

    Day In a Page

    A Christmas without hope: Fears grow in Gaza that the conflict with Israel will soon reignite

    Christmas without hope

    Gaza fears grow that conflict with Israel will soon reignite
    After 150 years, you can finally visit the grisliest museum in the country

    The 'Black Museum'

    After 150 years, you can finally visit Britain's grisliest museum
    No ho-ho-hos with Nick Frost's badass Santa

    No ho-ho-hos with Nick Frost's badass Santa

    Doctor Who Christmas Special TV review
    Chilly Christmas: Swimmers take festive dip for charity

    Chilly Christmas

    Swimmers dive into freezing British waters for charity
    Veterans' hostel 'overwhelmed by kindness' for festive dinner

    Homeless Veterans appeal

    In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
    Isis in Iraq: Yazidi girls killing themselves to escape rape and imprisonment by militants

    'Jilan killed herself in the bathroom. She cut her wrists and hanged herself'

    Yazidi girls killing themselves to escape rape and imprisonment
    Ed Balls interview: 'If I think about the deficit when I'm playing the piano, it all goes wrong'

    Ed Balls interview

    'If I think about the deficit when I'm playing the piano, it all goes wrong'
    He's behind you, dude!

    US stars in UK panto

    From David Hasselhoff to Jerry Hall
    Grace Dent's Christmas Quiz: What are you – a festive curmudgeon or top of the tree?

    Grace Dent's Christmas Quiz

    What are you – a festive curmudgeon or top of the tree?
    Nasa planning to build cloud cities in airships above Venus

    Nasa planning to build cloud cities in airships above Venus

    Planet’s surface is inhospitable to humans but 30 miles above it is almost perfect
    Surrounded by high-rise flats is a little house filled with Lebanon’s history - clocks, rifles, frogmen’s uniforms and colonial helmets

    Clocks, rifles, swords, frogmen’s uniforms

    Surrounded by high-rise flats is a little house filled with Lebanon’s history
    Return to Gaza: Four months on, the wounds left by Israel's bombardment have not yet healed

    Four months after the bombardment, Gaza’s wounds are yet to heal

    Kim Sengupta is reunited with a man whose plight mirrors the suffering of the Palestinian people
    Gastric surgery: Is it really the answer to the UK's obesity epidemic?

    Is gastric surgery really the answer to the UK's obesity epidemic?

    Critics argue that it’s crazy to operate on healthy people just to stop them eating
    Homeless Veterans appeal: Christmas charity auction Part 2 - now LIVE

    Homeless Veterans appeal: Christmas charity auction

    Bid on original art, or trips of a lifetime to Africa or the 'Corrie' set, and help Homeless Veterans
    Pantomime rings the changes to welcome autistic theatre-goers

    Autism-friendly theatre

    Pantomime leads the pack in quest to welcome all