McKinsey recently interviewed several key cosmetics manufacturers as well as land-based and online retailers in Japan.
The market research company also undertook a survey of multichannel shopping behaviour amongst 3,000 Japanese women who had bought cosmetics products online.
The survey findings highlight that in the last six months, approximately 25 percent of Japanese women have bought health and beauty products online.
Upto 40 percent of cosmetics online shoppers browse for and purchase beauty products exclusively online; they no longer consider going to bricks and mortar shops to buy cosmetics .
Japan’s cosmetics and toiletries market is the second biggest international market after America.
The cosmetic market specifically, consisting of skincare and colour cosmetics, or makeup, products, was estimated to be worth $24 billion in 2009.
The total online cosmetics market, incorporating both e- and m-, or mobile phone, commerce is estimated to be worth around $2.5 billion, only 8-10 per cent of the entire market, with an annual growth rate exceeding 20 per cent.
Makeup Market in Japan
Wed, 28 Jul 2010
