Japanese Beauty Market Case Study

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1. Introduction

The world has its eyes on the Japanese cosmetic market: the Japanese beauty market is increasingly attractive when it comes to the quality, the effectiveness and the packaging of products. The manufacturing techniques, unique and natural ingredients like yeast, camellia flower or soymilk, plus their luxurious presentation are known and loved by women worldwide. Japan is the second largest market for cosmetics, right after the US with an annual market value of 1.4 trillion Japanese yen (Llyod, 2004). It is an unique market for cosmetics; brand conscious and fast moving. From princess-like packaged face powders to face masks with traditional kabuki motifs, based on the classical Japanese theatre, the Japanese market has no limits. …show more content…

15). Cultural and traditional values can be a big success or fail for a brand, as already mentioned in the theory of framing, using a country’s tradition can enhance brand awareness and empathy. Especially in Japan, a nation, which belongs to the category of continuous cultures (Inkster and Satofuka, 2000, p. 34) with such diverse and old traditions, implementing these correctly can effect consumer loyalty. Japanese cosmetic companies themselves have perfected the way to implement tradition values and rituals into their cosmetic lines. One company carries out 400-year-old traditions not only in their products but also in the packaging of their products: Makanai Cosmetics. The term makanai is the Japanese term for “company employee benefits” and refers to the women that worked in the background of a gold beater, which was established in 1899. These women were suffering from skin problems caused by intense heat, dryness and lack of ventilation. To find a solution to tackle their skin problems these women used the materials and ingredients around them and developed several products. Over 100 years the products got revised and re-developed. The female employees also tested all of the hand-made products on their own skin, ensuring its quality and effectiveness (Makanai Cosmetics a, 2015). Until today, all of the products the brand offers are hand-made, organic and labelled with the signature logo of a rabbit pounding Japanese rice cakes in a wooden mortar. The products range from a pouch, made out of the same

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