Checking the best-selling beauty products 2016, it’s interesting how we can see the tendencies of the Japanese people’s lifestyle and economic conditions. The cosmetics matching these new needs are expected to grow in 2017.
Generally speaking, beauty follows the trends in other industries; just like in fashion, where the choices are polarized between fast fashion / affordable retail clothing vs luxury brands, it’s also either entry price or true luxury in beauty.
Japanese beauty trend #1: “Petit price” cosmetics with high functionality
In Japan, we call “puchipura” cosmetics coming from petit price, the low-cost cosmetics that you can buy in drugstores and lifestyle stores, such as CanMake or Kate, as opposed to the high-end brands such as SK-II or Cosme Decorte found in department stores.
The popularity for the “petit price” cosmetics are not only their accessible price. It’s also their innovative and high functionalities that led these products to success.
In both LOFT or PLAZA, the famous lifestyle stores, here are the products that were particularly successful in 2nd half 2016 (source: WWD beauty):
Fujiko Mayu Tint
Mayu Tint from Fujiko is the Japanese version of the Korean eyebrow tint.
How to use Fujiko Mayu Tint:
- Apply gel with the brush type applicator
- Leave to process from 5 to 15 min
- Peel off the dried gel
The secrets of its popularity:
- Easy to use
- Natural finish
- Waterproof and lasting effect (3 to 5 days, depending on people and leaving time)
- Accessible price: 1,280 yen, 2 choices of shades
Fujiko Mayu Tint mechanism:
The gel contains the dye DHA (dihydroxyacetone) that penetrates the outer layer of the skin under the eyebrows and creates the tattoo-kind of effect.
According to the manufacturer, the DHA is shed off along with the skin cells in 3 to 7 days. Therefore there is no need to worry about the dye penetrating deeper inside the skin.
Canmake, Lip Tint Jam
Another popular product in lifestyle stores is the Lip Tint Jam from Canmake. Following the success of its previous type Lip Tint Syrop, as mentioned in my previous review, the gel type gloss was launched in Oct 2016.
Its particularity is also the color lasting effect through the tinting function. Although the jelly texture gives a clear and natural look, the tint is visible and stays. The non-stickiness is also an attractive point. However, I read many reviews blaming the lack of moisture.
Canmake Lip Tinted Jam, 650 yen, 3 shades.
Japanese beauty trend #2: time-saving cosmetics
In 2016 we had many launches of products helping in saving time, reflecting the Japanese busy lifestyle. Although the layering technique is the foundation in Japanese beauty routine, more and more all-in-one cosmetic products are rising in popularity.
Saborino Mezamasheet
This is another best-seller in Plaza or Loft and quite a tradition-breaking product, as it’s a special multi-functional sheet mask for morning which replaces morning cleanse, skincare and makeup base.
The manufacturer advises only 60s of leaving time to complete these 3 functions.
The miracle formula?
- The apple acid included in the formula has an exfoliating effect allowing to get rid of dead skin cells and dirt. After the pose, you wipe your face with the sheet and there is no more need to wash the face!
- Avocado extract, orange oil, collagen, hyaluronic acid and honey make the special mix to provide with moisture and vitamins.
- Mint, tea tree, grapefruit, and cucumber extracts bring a soothing refreshing sensation for the morning wake up and also a lifting effect.
I haven’t tried the product. The concept is really interesting and appealing if it does fulfill the 3 functions. I can’t help feeling skeptical about the efficacy, especially the 60s leaving time!
Dr. CiLabo Aqua Collagen Gel
Dr. Ci Labo is a brand renown for all-in-one gels and has different ranges of them.
Anti-aging all-in-one gel
Winning the top rank as a Japanese brand in all-in-one category for 5 consecutive years, Dr. CiLabo’ s Aqua Collagen Gel has kept on improving to fulfill today’s need in skincare: time-saving thanks to its multi-functions going beyond simple moisturization, providing with additional aging care efficacy.
The usage value is also well appreciated by its fans; an easy to spread gel which doesn’t leave the skin sticky.
Dr.Ci Labo Aqua Collagen Gel Enrich Lift EX: 120g, 8,300 yen
A new innovative all-in-one will be launched in Feb. 2017
A new product will be released from the range VC100, focusing on correcting the enlarged pores by an improved lifting technology.
Enlarged pores are Japanese women’s one of the biggest concerns and aging doesn’t help. (source: MyVoice internet survey, Nov.2015, n=10,269 )
The launch of an effective product as a solution to enlarged pores may be a big success and I am personally looking forward to this launch.
Japanese beauty trend #3: Cosmetics that look good on social media
Far behind western countries, Instagram is finally booming in Japan. We post and share anything. Many beauty experts such as Yuji Kubo or Rumi have become popular through social media.
How the product performs on social media is one of the new must-filled conditions for the future beauty products. The new cosmetics should have a cute shape or color, the packaging should be original or attractive and the effect should be easy, funny or appealing to be shown.
Glitters and cute colors:
Original sheet mask:
Impactful result:
I hope it gave you a good overview of what you should be expecting for this year in Japan and that you feel excited about the new lauches!
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