This document discusses color cosmetics trends in Japan in 2018. It notes that while skincare accounts for half the cosmetics market, color cosmetics has been growing since 2012 at a rate of 5.3% in 2016. Key trends include "3D makeup", "personalization", and "beauty tech". Tint products from Korea are increasingly popular due to their moisturizing and long-lasting effects. Emerging trends incorporate vitamin colors and 3D contouring techniques influenced by social media. The color cosmetics category is expected to continue growing in Japan.

1. Color
Cosme)cs
in
Japan
2018
By
www.project-­‐felicia.com

2. Overview
The
skincare
category
accounts
for
about
half
of
the
Japanese
cosme)cs
market,
but
according
to
Fuji
Economy,
colour
cosme*cs
has
also
been
expanding
since
2012.
It
showed
a
high
growth
rate
of
5.3%
in
2016,
over
the
previous
year.
Japan's
colour
cosme)cs
trend
is
greatly
affected
by
K-­‐Beauty
and
the
interna)onal
market
due
to
the
impact
of
social
media.
The
trend
keywords
derived
from
the
result
of
the
Beauty
Awards
2017
by
@Cosme,
which
has
earned
overwhelming
support
from
consumers
in
Japan's
cosme)cs
market
are
"3D
Make-­‐up",
"Personalisa*on",
"Ageing
Care
Revolu*on"
and
"Beauty
Tech
First
Year".
As
for
consumer
trend,
"Smartly
Beau*ful
without
Trying
Hard".
"Simplifica*on"
of
the
makeup
process
coming
from
)me-­‐saving
culture
with
product
diversifica)on
is
required.
Manufacturers
and
brands
offer
diversified
products
to
mainly
to
young
women.
At
the
same
)me,
markers
began
to
introduce
make-­‐up
products
to
senior
genera)on,
50+
who
will
be
half
of
women
in
Japan
by
2019
and
who
can
afford
higher
priced
products.
It
is
thought
that
colour
cosme*cs
category
will
con*nue
to
grow
in
Japan.

3. Tint Paint

4. Tint
Tint
was
developed
as
lip
product
in
Korea
and
came
into
style.
Shortly
aZer,
it
traveled
to
Japan
market
among
K-­‐Beauty
followers.
The
fact
that
Opera
Lip
Tint
received
@Cosme
Beauty
Awards
in
2017
also
shows
that
consumers'
interest
is
rising
sharply.
Tint
products
are
highly
appreciated
due
to
its
effects
–
moisturising,
colour
hold
(longer
las)ng)
and
easy-­‐to-­‐use
–
matching
with
busier
lifestyle
of
consumers
nowadays.
Six
types
of
)nt
products
respond
to
various
consumer
needs:
1.
Water-­‐type
with
high
degree
of
fixa)on,
2.
Oil-­‐type
with
high
moisturising,
3.
Pack-­‐
type
with
higher
las)ng
effect,
4.
Balm-­‐type
with
good
extension,
5.
Gloss-­‐type
with
glamorous
coloring,
and
6.
Coeon
Swab
)nt
for
easy-­‐to-­‐use.
In
addi)on
to
the
above,
consumers
can
personalise
their
make-­‐up
with
)nt
products.
Tint
products
can
create
a
special
colour
for
that
person
because
of
the
nature
of
the
colour
change
according
to
the
moisturisa)on
and
the
humidity
of
the
day.
This
product
is
in
response
to
current
consumer
needs
and
wants.
Many
)nt
products
are
already
seen
overseas,
but
in
Japan
we
have
just
started
seeing
)nt
products
with
other
colour
cosme)cs
products
different
from
lip
such
as
cheek
(brush)
and
eyebrow
*nt.
There
are
rooms
for
manufacturers
and
brands
to
advance
this
segment
with
new
product
lineup.

5. Water
type
Oil
type
Pack
type
Balm
type
Gross
type
Coeon
swab
type
Tint
in
Lip

6. Sweets
Sweets
Lip
&
Cheek
Oil
Tint
(Brush)
CanMake
Cream
Cheek
Tint
(Brush)
Georgio
Armani
Eye
Tint
(Shadow)
Fujiko
Mayu
Tint
(Eye
Brow)
Tint
in
Other
Make-­‐up

7. Bright Face Happy Face
Vitamin Colour

8. Vitamin Colour
PURPLE.
Pantone
just
announced
the
Color
of
2018,
a
deep
purple
called
Ultra
Violet,
with
deriva)on
of
bright
or
bold,
intense
shade
and
neutral
colours.
Vitamin
colour
originally
became
well-­‐liked
in
Japan
market
when
the
economic
recession
occurred.
It
has
said
that
its
casual
impression
gives
the
image
of
vitality,
energizes
the
society.
Since
last
Fall
and
Winter,
we
have
witnessed
that
the
orange
among
vitamin
colours
is
the
recommended
in
fashion
magazine.
In
recent
years,
as
vitamin
colours
have
also
been
adopted
in
the
fashion
industry
as
an
Instagram
friendly,
the
number
of
consumers
who
use
the
colours
in
their
make-­‐up
as
an
accent
is
increasing.
Makers
can
give
stories
to
the
product
based
on
the
concept
of
colour
and
the
meaning
of
that
colour
or
the
emo*on
derived
by
that
colour,
upon
developing
new
make-­‐up
line.

9. Integrate
Melty
Mode
Cheek
Maybeline
Color
Show
liner
THREE
Simmering
Lip
Jam
ANNA
SUI
Colour
Mascala
Vitamin Colour
Applica)ons
Chis)an
Loubou)n
Nail
Colour
Loubiflash

10. Good-bye Cosmetic Surgery
Hello 3D Make-up

11. 3D Make-up
Contouring
make-­‐up
was
ini)ally
prac)cing
among
the
interna)onal
celebri)es
such
as
Kim
Kardasian
in
the
United
States.
Japanese
younger
women
who
watched
YouTube
videos
and
Instagram
photos
began
calling
it
a
cosme*c
surgery
level
make-­‐up
or
3D
Make-­‐up.
It
seemed
that
this
make-­‐
up
technique
has
secretly
become
boom
among
Japanese
women
who
adore
the
dis)nct
facial
features
of
foreigners
and
interracials
compared
to
Japanese'
flat
face.
Instead
of
pe)t
cosme)c
surgery
that
was
popular
at
one
point,
3D
Make-­‐up,
with
benefits
such
as
easy
handling,
making
faces
look
younger
and
smaller,
is
well-­‐accepted
by
the
Instagram
genera)on.
Although
consumers
are
using
individual
products
skillfully,
Japanese
cosme)c
giants
recently
began
to
develop
easy
step
3D
Make-­‐up
lines.
By
simplifying
necessary
make-­‐up
products
for
3D
effect,
manufacturers
and
brands
can
also
tackle
this
segment,
and
gain
the
market
share.

12. 3D Make-up Applica)ons
Cezanne
Highlight
S)ck
Pearl
White
Kesalan
Patharan
Covering
Founda)on
MiMC
Mineral
Cream
Cheek
Shiseido
Skin
Texture
Powder
3D
Kate
Slim
Create
Powder
IPSA
Designing
Face
Colour
Paleee

13. Comfort Beauty
Beautiful 50

14. Beautiful 50
Different
from
the
idea
of
an)-­‐aging,
the
ideas
of
ageing
care
that
are
accep)ng
age
as
it
is
and
enriching
inner
beauty
captured
the
hearts
of
women
in
50+.
The
cosme)c
market
for
the
senior
has
already
existed
around
2000,
yet
it
was
mainly
for
skincare.
Makeup
lines
are
renewed
one
aZer
another
as
comfort
cosme*cs
or
effortless
cosme*cs
that
solve
the
troubles
of
senior
women
such
as
”sagging
skin",
"unevenness",
"darkness",
"discolora)on",
"hard
to
see”
and
"troublesome".
In
2019,
more
than
50%
of
women
in
Japan
are
expected
to
be
over
the
age
of
50,
and
the
senior
genera*on
surely
occupies
the
majority.
Although
the
brands
from
major
Japanese
cosme)c
companies
in
this
segment
are
already
available,
other
skincare
manufacturers
as
well
as
interna*onal
brands
also
can
enter
this
new
market,
by
preparing
a
makeup
line
with
easy-­‐to-­‐use
formats
and
colors
to
fir
for
the
senior
genera)on
and
by
elimina)ng
aging
problems
such
as
ver)cal
wrinkles
on
the
lip.
50+
nowadays
is
ac)ve
genera)ons
who
spend
more
on
fashion
and
beauty
compared
with
the
decade
ago.
Their
interest
in
makeup
is
very
high
and
cosme)cs
play
a
role
of
having
feeling
and
appearance
to
the
posi*ve
state.

15. Beautiful 50
Make-­‐up
Lineup
Kao
Aube
Lip
for
50+
Smooth
Texture
Filling
Rouge
(なめらか質感ひと塗りルージュ)
Shiseido
Prior
Beauty
LiZ
Cheek
(美リフトチーク)
Kose
Elsia
Pla)num
Eye
Colour
Apply
as
You
See
(そのまま簡単仕上げ アイカラー)