How to export cosmetics in Japan: The complete guide to conquer the Levant Sun
The Japanese market, with its millenary culture and its innate passion for beauty, represents an unexplored treasure for Italian companies in the industry. In this article, we offer you the key to conquering the hearts (and carts) of Japanese consumers, revealing everything you need to know to export your cosmetics to Japan.
Despite the moderate economic growth of recent years, Japan remains a major market for Italian companies in the beauty industry.
demand for beauty products is constantly growing, in particular for high-end products, and Made in Italy enjoys great prestige in Japan, associated with values such as craftsmanship, excellence and attention to detail.
However, penetrating the Japanese market is not easyCompanies face different challenges, including complex regulations, language barriers and competition from local or international brands.
In this article you will find out:
- How to analyze the Japanese cosmetic market:
- How to adjust your products to the Japanese market:
- How to create a winning brand identity: effective communication and strategies for digital marketing
Japanese cosmetic market analysis
Before launching to discover an unknown market, it is always good to conduct a market research and to get acquainted with the actual possibilities of success of our products.
How to prepare for the opening of the Japanese market? First of all, how to place your products in comparison with those of the competition and how they would be perceived by Japanese consumers.
The Japanese beauty sector in figures
You knew Japan represented according to cosmetic market in the worldby value, with an estimated turnover of more $15 billionin 2023? A real Eldorado for Italian companies in the beauty sector, attracted by a vast area of user and a unique and fascinating culture of beauty.
The skincare reigns supreme, with a market share of 70%, followed by make-up (20%) and haircare (10%).
What makes the Japanese market so special?
- A population in constant ageing: Japanese are among the world's longest lives and, consequently, increasingly attentive to self-care and the search for high-end anti-aging products.
- An obsession with beauty: Skin perfection is a real ideal in Japan, where women invest time and money in elaborate skincare and make-up routines.
- An insatiable desire for newness: Japanese consumers are curious and open to experiment with new products and brands, especially if they come from abroad.
Trend of the Japanese cosmetic market
To understand what Japanese buyers appreciate, it is essential to keep up with the latest trends and study the habits related to beauty routines. We are talking about a destination and culture very different from ours: the formulations of products will have to meet the humid climate of Japan and will be respected very specific beauty standards that involve the appearance of the skin first.
- diaphanous and bright skinWe are talking in reality a very specific trend that is that of the translucentThe Japanese skincare provides several steps: creams, serums, sunscreens, oily and tonics that must give a translucent and almost wet effect to the skin.
- Light and natural formulationsJapanese consumers are very attentive to the ingredients of cosmetic products and prefer those with light and natural formulations.
- Make-up minimalThe goal is to get a uniform and bright look, without excesses. However, among the youngest emerges a trend towards a more colorful and bold make-up, inspired by Western trends and K-Pop look.
- Captivating packaging: The packaging of products intended for a younger audience seems to reflect this trend: increasingly coloured packaging compared to minimal ones and in pastel shades appreciated more by more mature targets.
- The Japanese beauty market is driven by influencer and live streamers: they are key figures in the Japanese beauty scene that can significantly influence consumer purchasing choices. Their reviews, tips and tutorials are followed by thousands of people, especially on social media such as Instagram, YouTube and TikTok.
Regulations to export Italian cosmetics in Japan
After careful market research and carefully selecting and carefully adapting the products to export, you will need to worry about the procedures to follow to enter Japan.
First, it is necessary get an import license by the Ministry of Health, Labour and Welfare (MHLW). You must then consider that the export of cosmetic products in Japan is regulated by a stringent set of regulations aimed at protecting the health and safety of consumers.
Make sure your products comply with the strict Japanese consumer protection regulations:
- Pharmaceutical and Medical Devices Law (PMD Law): The main law governing cosmetic products in Japan. Establishes safety, labelling and registration requirements for all cosmetic products placed on the Japanese market.
- Cosmetics Law: A specific law that integrates the PMD Law and provides further details on safety and labelling requirements for cosmetic products.
- Ministry of Health, Labour and Welfare (MHLW) Guidelines: Guidelines issued by MHLW providing specific instructions on how to apply cosmetic regulations.
Safety requirements for cosmetic products in Japan are very strict, so in addition to regulations it is important to keep in mind:
- I Japanese Industrial Standards (JIS): Volunteer standards that define the qualitative characteristics of cosmetic products.
- The Cosmetic Ingredients Dictionary:An official dictionary that lists the approved cosmetic ingredients for use in Japan.
He works with an expert consultant in Japanese regulations to facilitate market access.
How to conquer the heart of Japanese consumers: adapt your cosmetic products to the Japanese market
If you are planning expansion in Japan for your brand, consider that to assert yourself in such a different market you will have to arm yourself with patience, perseverance and targeted marketing strategies.
In fact, to break into the Japanese cosmetic market, it is not enough to have high quality products. It is essential to adapt them to the specific needs and tastes of consumers
Naming: the first impression that counts
Playing a fundamental role is a careful choice of naming, provided that you do not want to find yourself managing similar flops to those we told you in this article about International Marketing and Product Perception.
This is not a simple translation of the Italian name, but a real process of adaptation to Japanese customs and tastes.
The name of your cosmetic brand for the Japanese market should be::
- Easy to pronounceand remember:Japanese consumers should not have difficulty in uttering the name of your brand, which should be composed of simple words and familiar sounds.
- Load of positive meaning:The name should evoke positive and consistent sensations with the values of your brand and product. Choose a name that arouses positive emotions and that it is easily associated with your brand.
- Registerable as a trademark:It is essential to check the availability of the name and brand in Japan to avoid incurring legal problems and to protect your intellectual property.
Remember:your brand name is the first impression you will give to the Japanese public.
Packaging: your brand's business card in the Japanese market
Packaging plays a key role in the success of a cosmetic product in Japan. Not only must it be attractive and consistent with the positioning of the brand, but also must satisfy the specific needs and tastes of the Japanese public.
Here are some tips to create a winning packaging for the Japanese market:
- Esthetic care and consistency: The aesthetics must be consistent with the positioning of the brand and the image that is intended to be conveyed. High quality materials and impeccable finishes are essential to communicate the elegance and refinement of the product.
- Colors and images: Colours such as white, red and black are very appreciated, as well as images that recall the Japanese nature and tradition.
- Clear and complete information: All mandatory information must be provided in Japanese, clearly and readable. Ingredients, instructions for use, precautions and any other useful information must be easily accessible.
In addition to these aspects, it is important to consider also:
- The packaging size: in Japan is very widespread the culture of the “mini size”, so compact packaging and practices are very appreciated.
- The use of sustainable materials: sensitivity to the environment is also increasing in Japan, so the use of recyclable or biodegradable packaging can be added value.
- The experience of unboxing: the moment when the consumer opens the product is an opportunity to create a memorable experience and strengthen the link with the brand.
A well-designed and manufactured packaging is an investment that pays off in terms of attractiveness, visibility and success in the Japanese market.
Formulations: the right balance between naturality, effectiveness
Japanese consumers are known for their attention to skin care and their preference for high quality cosmetic products. To conquer their heart, it is essential to pay attention to the formulations of your products, adapting them to their specific needs and preferences.
1. Naturality in the centre:
In Japan, the search for natural ingredients and vegetable origin is a priority. Consumers appreciate products that use ingredients such as green tea, rice, algae and Asian centella, known for their beneficial properties for the skin.
2. Delicate fragrances:
Too intense fragrances are not appreciated by Japanese taste. Prediligi delicate and floral scents, or products completely free of perfume, for greater sensoryity and respect for sensitive skin.
3. Light and fresh textures:
The damp climate of Japan requires light and fresh textures that absorb quickly without weighting the skin. Ota for gels, emulsions and serums based on water, formulated to hydrate and nourish the skin deep.
4. Compliance with the regulations:
Make sure your product formulations comply with strict Japanese cosmetic regulations. It is important to use approved ingredients and follow the precise guidelines for safety and labelling.
5. Innovation and research:
Japanese are always looking for new products and innovative technologies in the field of cosmetics. Integrating products with functional ingredients, latest generation active and advanced technologies can increase your appeal on the Japanese market.
How to create a winning brand identity for your Italian beauty brand in Japan
Japan is a market with great potential for Italian cosmetics. Made in Italy’s charm, associated with values such as craftsmanship, excellence and attention to detail, meets a public attentive to beauty and quality. However, to emerge in a competitive context like the Japanese one, it is essential to build a winning brand identity.
The positioning of the brandIt is important to define what makes your brand unique and differentiating from competitors. What values do you want to convey? Which target of reference do you want to address?
Effective communicationYour brand must speak the language of your target, adapting to its favorite habits and communication channels. In Japan, social media as well as social media as LINEand Instagramare very used, as well as web sites and beauty blogs.
You'll have to choose then best channelto communicate and create any strategic advertising campaigns in Japanese.
The most widely used social services for the beauty sector are certainly Instagram and TikTok, but also local e-commerce platforms are often a means of sharing and disseminating information about products: LiveStreamers and KOL Japanese release videos where they sponsor directly buyable products (if you're wondering who LiveStreamers and KOL are, we'll tell you here The ultimate guide to KOL Marketing).
For the creation of campaigns aimed at specific targets, you might think instead of Google Ads and Yahoo! Japan Ads.
Although it is impossible to think about conquering the Japanese market without an impeccable digital presence, you should consider the possibility of attending events and meetings like trade fairs: remember that from 13 to 15 May 2024 a Tokyo will hold BeautyWorld Japan.
The fairs are an excellent opportunity to get in touch with potential partners or customers and to find on-site distributors. However, it is important not to be caught without notice and arrive at the fair armed with useful contacts and appointments already set.