日本男性美容行业市场前景及投资研究报告-培训课件外文版2024.6

CONSUMERS

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BRANDSMen'sbeautyinJapanCHAPTER

01OverviewShipmentvalueoftheJapanesecosmeticsmarketfromfiscalyear2013to2022withaforecastfor2023(intrillionJapaneseyen)DomesticcosmeticsmarketsizeinJapanFY2013-20233.02.652.652.552.472.452.42.52.01.51.00.50.02.372.322.332.292.2420132014201520162017201820192020202120222023*4Description:CosmeticsshipmentsinJapangeneratedamarketvalueofapproximately2.4trillionJapaneseyeninfiscalyear2022.Thecountryisoneoftheworld’sleadingmarketsforcosmeticproducts.Skincarewasthedominatingcategoryofthedomesticbeautymarket.Withinthissegment,skinlotionswerebyfarthemostpopularskincareproduct,cateringtomaleandfemaleconsumers.ReadmoreNote(s):Japan;fiscalyears2013to2023;theJapanesefiscalyearsrunsfromApril1toMarch31ofthefollowingyear;themarketsizeisbasedontheshipmentvalueatbrandmanufacturers;*Forecast.Researchtargetswerecosmeticbrand[...]

ReadmoreSource(s):YanoResearchDistributionofthecosmeticsmarketsizeinJapaninfiscalyear2022,bycategoryDomesticcosmeticsmarketshareinJapanFY2022,bycategoryMarketshare20%

25%0%5%10%15%30%35%40%45%50%47.3%SkincareHaircare20.3%Makeup17.6%Men'scosmeticsFragranceOther5.4%1.2%8.2%5Description:TheJapanesecosmeticsmarketishometomajorbeautybrandsthatoperateinthegloballandscape,contributingtothesuccessofJ-beautyoverseas.Skincareisthecoresegmentofthedomesticmarket,accountingforaround47percentofcosmeticsshipmentsinJapan.Haircarefollowedasthesecond-largestcosmeticssegment,withhaircoloringandtreatmentpreparationscontributingsignificantlytothemarketsize.ReadmoreNote(s):Japan;2022;marketsizebasedonshipmentvalueatmanufacturersSource(s):YanoResearchMarketsizeofmen'sbeautyproductsandservicesinJapanfromfiscalyear2018to2021withaforecastuntil2023(inbillionJapaneseyen)Men'sbeautymarketsizeinJapanFY2018-2023250215.8211.74209.63210.08202.52198.3820015010050020182019202020212022*2023**6Description:Infiscalyear2021,themen’sbeautymarketwasvaluedataround202.5billionJapaneseyen.Themarketwasrecoveringslowlyfromtheshrinkageduringtheheightofthecoronaviruspandemicandwasforecasttoreach215.8billionyenin2023.Themen’sbeautymarketincludesgroomingandcosmeticsproducts,electricappliances,andserviceslikebarbersandsalons.ReadmoreNote(s):Japan;fiscalyears2018to2021;theJapanesefiscalyearstartsonApril1ofeachstatedyearandendsonMarch31ofthefollowingyear;*Projection.**Forecast.Themarketconsistsoftheshipmentvalueofmen'sgroomingproducts,[...]

ReadmoreSource(s):YanoResearchValueofthemen'scosmeticsmarketinJapanfrom2020to2022withaforecastfor2023(inbillionJapaneseyen)Men'scosmeticsmarketsizeinJapan2020-2023180162.2159.315516014012010080150.660402002020202120222023*7Description:Themen'scosmeticsmarketinJapanwasvaluedatover159billionJapaneseyenin2022.Themarket,includingmen'sskinandbodycareproducts,wasforecasttocontinuegrowing,exceeding162billionyeninthefollowingyear.

ReadmoreNote(s):Japan;2020to2022;*Forecast.Datapriorto2022comefrompreviousreports.100Japaneseyenequal0.66U.S.dollarsor0.61eurosasofApril2024.

ReadmoreSource(s):FujiKeizaiGroupLeadingcosmeticproductsboughtamongmeninJapanasofAugust2023MostpurchasedcosmeticproductsamongmeninJapan2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%55%Facewash49%Toner30.7%Facewipes/bodywipes27.6%Emusionsandcreams25.7%25.4%24%HandcreamSunscreenLipcare20.2%Fragrance(perfume,hairperfume,etc./excludingdeodorant)18.4%18.3%AftershavelotionCleanserBodylotion/cream/oilSerum15.8%14.6%13.7%11.4%Hairremovalproducts8Description:ThemostpurchasedcosmeticproductamongmaleconsumersinJapanwasfacewashasrevealedinasurveyconductedinAugust2023.While49percentofmeninJapanboughtatleastonefacewashproductwithinthelastyear,lessthaneightpercentboughtanymakeup-typecosmeticslikefoundationoreyeliner.ReadmoreNote(s):Japan;August3to13,2023;6,600respondents;15-69years;oneanswerallowedforeachitemSource(s):HotPepperBeautyAcademyCHAPTER

02BeautyperceptionLeadinghair-relatedworriesamongmeninJapanasofAugust2023Commonhair-relatedworriesamongmeninJapan2023Shareofrespondents0%5%10%15%20%25%23.5%Thinhair/hairlossGreyhair20.8%Hairstyle14.7%HairqualitylikebouncinessandvolumeHairtypelikecurlyhairSplitends13.8%11%5.7%10Description:Athinninghairlinewasthemostcommonhair-relatedworrymeninJapanhad,accordingtoasurveyconductedinAugust2023.Almost24percentofrespondentsstatedthattheywereworriedabouttheirthinhairandhairlossingeneral,whileonly5.7percentconsideredsplitendsaproblem.ReadmoreNote(s):Japan;August3to13,2023;6,600respondents;15-69years;multipleanswersallowedSource(s):HotPepperBeautyAcademy;MarketingApplicationsLeadingface-relatedworriesamongmeninJapanasofAugust2023Commonface-relatedworriesamongmeninJapan2023Shareofrespondents0%2%4%6%8%10%12%14%16%18%17.9%17.8%17.2%20%Teeth(alignment,yellowing,etc.)Skinpigmentation,wrinkles,smilelinesAcne,oilyskinDry/dullskin12.5%Swelling/saggingofthefaceEyes(singleeyelids,etc.)Nose(height,form,etc.)Faceline(protruding/squarechin,etc.)Necklines8.2%5%5%3.7%3.6%Few/shorteyelashes2.4%11Description:Theteethweretheleadingaspectoftheface,aboutwhichmeninJapanwereworried.AccordingtoasurveyconductedinAugust2023,almost18percentofmalerespondentswereworriedaboutteeth-relatedissueslikealignmentandyellowing,whereasfacialskinissueslikepigmentation,wrinkles,andsmilelineswerenamedby17.8percent.ReadmoreNote(s):Japan;August3to13,2023;6,600respondents;15-69years;multipleanswersallowedSource(s):HotPepperBeautyAcademy;MarketingApplicationsMen'spositiveimpressionsofskincareinJapanasofJanuary2024Men'spositiveopiniononskincareinJapan2024Shareofrespondents0%1%2%3%4%5%6%7%8%9%GoodformoisturizingSkinbecomesclearerGoodforanti-agingPreventsskindrynessRetainsmoisture8.5%7.6%6.8%6.7%5.3%SkinbecomeshealthierFeelingofcleannessSkinbecomesfinerFeelingofeffectivenessMaintainsskin'shealthPreventsskinirritationSkinbecomessilky4.8%4.3%4.1%2.9%2.5%2.5%2.4%SkinbecomesmoistGentletotheskin2%2%Icancareformyskin1.5%12Description:MoisturizingoftheskinwasaprevalentpositiveimpressionamongmeninJapanofskincare,accordingtoa2024survey.While8.5percentofrespondentsstatedthattheirimpressionofskincarewasthatitisgoodforkeepingtheskinmoisturized,5.3percentnamedtheretentionofmoistureapositivepoint.ReadmoreNote(s):Japan;January9to10,2024;1,000respondents;20-69years;amongmenusingskincareproductsSource(s):NeoMarketingMen'snegativeimpressionsofskincareinJapanasofJanuary2024Men'snegativeopiniononskincareinJapan2024Shareofrespondents0%2%4%6%8%10%12%14%16%18%ExpensiveCostsmoney15.5%7.5%Troublesome6.1%Sticky5.1%EffectivenessisnotclearTakestoomucheffortCausesskinirritationifitdoesnotfitAdditivesandchemicalsubstancesCausesharmfuleffectsifitdoesnotfitNeedstobecompatiblewiththeskinNoeffect3%2.6%2%1.9%1.8%1.7%1.5%Takestoomuchtime0.9%0.8%0.7%0.7%FeminineBadcost-performanceNotaseffectiveastheprice13Description:ThefinancialaspectofskincarewasthemostprevalentnegativeimpressionmenhadinJapan,accordingtoa2024survey.Over15percentofrespondentsnamedthehighpriceasanimpressiontheyhadofskincare,whereas7.5percentconsideredthefactthatitcostsmoneyingeneraltobeanegativeaspect.ReadmoreNote(s):Japan;January9to10,2024;1,000respondents;20-69years;amongmenusingskincareproductsSource(s):NeoMarketingMen'sopiniononmenputtingonmakeupinJapanasofOctober2023,byageMen'sopiniononmendoingmakeupinJapan2023,byageDonotfeeluncomfortableatallDonotfeeluncomfortablemuchNeitherFeelsomewhatuncomfortableFeelveryuncomfortable120%100%80%60%40%20%0%9.2%13%13.5%14.8%14%16%19.1%13.3%22.2%8.6%26%11.5%14%13.1%24.7%15.2%32.9%12.5%34.2%26%26%25.3%27.9%21.5%35.6%22.8%21.7%20.2%21%18.9%16.8%15.4%34.7%27.8%25.5%25.7%21.4%13%12.8%11.7%16-18years19-22years23-25years26-27years28-30years31-33years34-36years37-39years14Description:Youngmenweremostopentomen'suseofmakeupproductsinJapan,accordingtoasurveyconductedinOctober2023.Respondentsaged16to18yearswerethemostsupportiveofmenputtingonmakeup,withover57percentstatingthattheydonotfeeluncomfortablewithsuchhabits.Thesurveyrevealedthatthenegativesentimenttowardsmen'smakeupuseincreasesnoticeablyamongrespondentsintheirthirties.ReadmoreNote(s):Japan;October12to17,2023;5,945respondents;16-39yearsSource(s):NeoMarketingCHAPTER

03BeautyroutineLeadingbeautycareroutinesadoptedbymeninJapanasofSeptember2023Men'scommonbeautypracticesinJapan2023Shareofrespondents0%10%20%30%40%35.9%50%60%Skincare(usefacialwash,cleanser,lotionandcreams,sunscreen,etc.)Trimtheeyebrows21.2%Hairremoval9%8.8%7.7%Haircolor(fashionablecoloring)andpermanentwaveMakeup(useprimer,concealer,foundation,etc.)Nailcare,nailpolishandgelnail4.1%2.5%EyelashpermandeyelashextensionsNothingapplies50.9%16Description:SkincarewasthemostcommonbeautycarepracticeadoptedbyJapanesemen,asrevealedinasurveyconductedinSeptember2023.Almost36percentofrespondentsstatedthattheyfollowaskincareroutine,withyoungerrespondentsbeingtheagegroupwiththehighestadoptionrate.Thesurveyalsopointedoutthataroundhalfofmendidnothaveabeautycareroutine.ReadmoreNote(s):Japan;September19to20,2023;1,800respondents;15-59yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsLeadingreasonsformentostartbeautycareroutinesinJapanasofSeptember2023Men'sreasonsforstartingbeautycareinJapan2023Shareofrespondents0%

5%10%15%20%25%30%27.1%35%IncreasinglymorepeoplearoundmedoitMyfriendsorpartnerrecommendeditMyparentsorfamilymembersrecommendeditIsawonlinepostsfromcelebritiesandinfluencers21.9%21.3%13.6%Ihavemorechancestotakeanobjectiveviewofmyselfduetoonlinemeetings,etc.8.5%Salonstafforasalespersonforcosmeticssuggestedit8%Other2%Nothingapplies32.7%17Description:TheleadingreasonforJapanesementostartabeautycareroutinewasthatthenumberofpeerswhoengagedinitincreased.AsrevealedinasurveyconductedinSeptember2023,over27percentofmenwithabeautycareroutinepickedupthehabitbecausetheynoticedanincreasedadoptionratebypeopleclosetothem.ThesurveypointedoutthatthemostcommonbeautycareroutineamongmeninJapanwasskincare.

ReadmoreNote(s):Japan;September19to20,2023;883respondents;15-59years;menwhoaredoingsomeformofbeautycareSource(s):HotPepperBeautyAcademy;MarketingApplicationsMostusedtoolsforgroomingbeardsamongmeninJapanasofNovember2023PopularbeardgroomingtoolsinJapan2023Shareofrespondents30%0%10%20%40%50%60%70%80%Electricshaver68.2%Safetyrazor61.4%Double-edgerazor15.6%Straightrazor5.9%Depilatorycreamforbeards4.6%18Description:ElectricshaverswerethemostpopulartoolfortakingcareofabeardamongJapanesemen,accordingtoasurveyconductedinNovember2023.Over68percentofrespondentsstatedthattheyusedelectrictoolstogroomtheirfacialhair,whereassafetyrazorswerethemostpopularnon-electrictools.ReadmoreNote(s):Japan;November7to8,2023;1,011respondents;multipleanswersallowedSource(s):GeneralResearch;Men'sEminal;PRTimesAveragemonthlybeautyexpenditureofmeninJapanfrom2019to2023(inJapaneseyen)Men'saveragemonthlybeautyexpenditureinJapan2019-20233,5003,2483,0483,0002,5002,0001,5001,0005002,8132,7072,58602019202020212022202319Description:In2023,theaveragemonthlybeautyexpenditureamongmeninJapanreached3,048Japaneseyen,crossingthreethousandyenforthefirsttimesince2020.In2023,menagedbelow40hadthehighestmonthlybeautyexpenditureinJapan.

ReadmoreNote(s):Japan;2019to2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsAveragemonthlybeautyexpenditureofmeninJapanasofAugust2023,byagegroup(inJapaneseyen)Men'saveragemonthlybeautyexpenditureinJapan2023,byage5,0004,5114,5004,0684,0003,5003,0003,3622,6972,5002,0001,5001,0005001,9401,534015to19years20to29years30to39years40to49years50to59years60to69years20Description:MenintheirthirtiesspentthehighestamountonbeautyservicesandproductsinJapan,accordingtoasurveyconductedinAugust2023.Whilerespondentsaged30to39yearsspent,onaverage,over4.5thousandJapaneseyenpermonthonbeauty,olderrespondentsintheirsixtieshadathirdoftheexpenditureincomparison.ReadmoreNote(s):Japan;August3to13,2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsCHAPTER

04SkincareShareofmenbuyingskincareproductsinJapanfrom2019to2023ShareofmenbuyingskincareproductsinJapan2019-202362.3%62.1%61.9%61.7%61.5%61.3%61.1%60.9%60.7%60.5%62.2%61.8%61.8%61.3%60.9%2022201920202021202322Description:In2023,almost62percentofmeninJapanhadboughtatleastoneskincareitem,reachingasimilarlevelasin2020.Amongbeautyandpersonalcareproducts,skincarecosmeticswerethemostcommonlypurchaseditemamongJapanesemen,followedbybodycareproducts.ReadmoreNote(s):Japan;2019to2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsShareofmendoingskincareinJapanasofJanuary2024ShareofmendoingskincareinJapan202435%30.4%30%26.7%25.5%25%20%15%10%5%10.3%7%0%IdoitproperlyIsomewhatdoitIdonotreallydoitIdonotdoitatallIdonotknow23Description:ThemajorityofmeninJapandidnotdoskincare,accordingtoasurveyconductedbetweenDecember2023toJanuary2024.Around10percentofrespondentsstatedthattheyhadaproperskincareroutine,whileanother26.7percentweremoderatelycaringfortheirskin.ReadmoreNote(s):Japan;December24,2023toJanuary24,2024;2,329respondents;15-64yearsSource(s):NarisCosmeticsShareofmendoingskincareinJapanasofSeptember2023,byagegroupShareofmendoingskincareinJapan2023,byage50%45%45%40%35%30%25%20%15%10%5%40%39.3%34.8%25%0%15to19years20to29years30to39years40to49years50to59years24Description:SkincarewasthemostcommonbeautycarepracticeadoptedbyJapanesemen,withthesharehighestamongyoungpeople.AccordingtoasurveyconductedinSeptember2023,around45percentofmenaged15to19yearshadtakenupaskincareroutine.Thesharewaslowerinhigheragegroups.ReadmoreNote(s):Japan;September19to20,2023;1,800respondents;15-59yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsValueofthemen'sskinconditioningproductsmarketinJapanfrom2020to2022withaforecastfor2023(inbillionJapaneseyen)Men'sskinmoisturizermarketsizeinJapan2020-20233027.425.82523.322.1201510502020202120222023*25Description:Themen'sskinconditionermarketinJapanwasvaluedatalmost26billionJapaneseyenin2022.Themarketrevolvingaroundskincareproductsandmakeupwasforecasttocontinuegrowing,exceeding27billionyeninthefollowingyear.

ReadmoreNote(s):Japan;2020to2022;*Forecast.Datapriorto2022comefrompreviousreports.100Japaneseyenequal0.66U.S.dollarsor0.61eurosasofApril2024.

ReadmoreSource(s):FujiKeizaiGroupAveragemonthlyskincarecosmeticsexpenditureofmeninJapanfrom2020to2023(inJapaneseyen)Men'saveragemonthlyskincareexpenditureinJapan2020-20231,8001,6001,7021,4861,4111,3541,4001,2001,0008006004002000202020212022202326/statistics/1462682/japan-men-monthly-skincare-expenditureIn2023,theaveragemonthlyexpenditureonskincarecosmeticsamongmeninJapanexceeded1.7thousandJapaneseyen.Thatyear,men'saveragebeautyexpenditureexceededthreethousandyen,withskincareaccountingforthelargestshare.

ReadmoreNote(s):Japan;2020to2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsCHAPTER

05MakeupShareofmenbuyingmakeupproductsinJapanfrom2019to2023ShareofmenbuyingmakeupproductsinJapan2019-202311.8%11.6%11.4%11.2%11.0%10.8%10.6%10.4%10.2%10.0%11.7%11.5%11.3%10.7%10.3%2021201920202022202328Description:In2023,over11percentofmeninJapanhadboughtatleastonemakeupitem,increasingonlyslightlycomparedtothepreviousyear.Amongbeautyandpersonalcareproducts,skincarecosmeticswerethemostcommonlypurchaseditemamongJapanesemen,whilemakeupitemsshowedthelowestpurchaserate.ReadmoreNote(s):Japan;2019to2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsReasonswhymendonotputonmakeupinJapanasofOctober2023,byageMen'sreasonfornotusingmakeupinJapan2023,byageShareofrespondents10%

15%0%5%20%25%30%35%40%IdonotfeeltheneedTroublesome36%33.4%IdonotwanttospendmoneyonitIdonotknowhowtodoit30.6%24.4%IdonotwanttospendtimeonitIdonotknowwhichproducttochooseNobodyaroundmedoesit18.1%16.9%14.9%13.1%12.3%11.1%NobodyaroundmecanteachmehowIamworriedaboutotherpeople'sopinionofmeMyskingetsroughOther0.9%29Description:Japanesemendonotputonmakeupbecausetheydonotfeeltheneedtodoit.AccordingtoanOctober2023surveyconductedamongmenwhodidnothaveahabitofputtingonmakeup,36percentofrespondentsstatedthattheydidnotfeeltheneedforit,while33.4percentconsideredtheroutinetroublesome.ReadmoreNote(s):Japan;October12to17,2023;5,621respondents;16-39years;amongmenwhodonothaveahabitofputtingonmakeupSource(s):NeoMarketingAveragemonthlymakeupcosmeticsexpenditureofmeninJapanfrom2020to2023(inJapaneseyen)Men'saveragemonthlymakeupexpenditureinJapan2020-20231,4001,3291,2241,2001,0429711,0008006004002000202020212022202330/statistics/1462712/japan-men-monthly-makeup-expenditureIn2023,theaveragemonthlyexpenditureonmakeupproductsamongmeninJapanexceeded1.3thousandJapaneseyen.Thatyear,men'saveragebeautyexpenditureexceededthreethousandyen,withskincareaccountingforthelargestshare.

ReadmoreNote(s):Japan;2020to2023;6,600respondents;15-69yearsSource(s):HotPepperBeautyAcademy;MarketingApplicationsPreferredpurchasechannelsforbuyingmakeupinJapanasofAugust2023,bygenderPurchasechannelofchoiceformakeupinJapan2023,bygenderWomen61.8%23.4%12.9%6.5%Men35%DrugstoresOnlineshopping(onlinemarketplace)Departmentstores22.4%25.3%16%Conveniencestores/supermarketsFashionmalls/shoppingmallsOnlineshopping(brandwebsites)Varietystores5.8%16.6%11.5%9.4%10.6%11.5%5.8%CosmeticsspecialtyretailersBeautysalons,hospitals,andclinicsDoor-to-doorsales10.9%9.9%1.4%1.1%7.1%Others2.5%0.8%31Description:AccordingtoasurveyconductedinAugust2023inJapan,drugstoreswerethemostpopularpurchasechannelformakeupproducts.Closeto64percentofwomenand39.2percentofmenstatedthattheypurchasedmakeupitemsforthemselvesindrugstores.Amongonlineshoppingchannels,marketplace-typeplatformswerepreferredoverbrand-specificwebsites.ReadmoreNote(s):Japan;August3to13,2023;5,765respondents;15-69years;multipleanswersallowedSource(s):HotPepperBeautyAcademyCHAPTER

06BeautyservicesTotalsalesofthebarbermarketinJapanfromfiscalyear2014to2022withaforecastfor2023(inbillionJapaneseyen)BarbermarketsizeinJapanFY2014-2023700647.3643.8640.8637.1633.5628.7607.8589590590.260050040030020010002014201520162017201820192020202120222023*33Description:ThesalesvalueofbarberbusinessesinJapanamountedtoaround590billionJapaneseyeninthefiscalyear2022.TherearetwotypesoffacilitiesofferinghairdressingservicesinJapan,namelybarbershopsandbeautysalons.Barbershopsaretypicallyvisitedbymalepatrons.ReadmoreNote(s):Japan;fiscalyear2013to2021;theJapanesefiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;themarketsizeisbasedonthesalesofbusinesses;*ForecastTargetswerechainsofbeautyhairsalons[...]

ReadmoreSource(s):YanoResearchNumberofbarbershopsinJapanfromfiscalyear2006to2023(in1,000s)NumberofbarbershopsJapanFY2006-202314514013513012512011511010520062007200820092010201120122013201420152016201720182019202020212022202334Description:AsoftheendofMarchin2023,therewereapproximately112.47thousandbarbershopsinJapan,downfromabout139thousandoperatingbarbershopsin2006.Thenumberofbarbershopsisonadecliningtrend,whilethenumberofbeautyparlorsinthecountryisincreasing.ReadmoreNote(s):Japan;2006to2021;asoftheendofMarchoftherespectiveyearSource(s):MHLW(Japan)ShareofmenfrequentingbeautyparlorsinJapanfrom2016to2023ShareofmenfrequentingbeautyparlorsinJapan2016-202340%34.9%34%33.9%33.6%33.5%35%30%25%20%15%10%5%33.1%32.7%31.1%0%2016201720182019202020212022202335Description:InasurveyconductedinJapaninFebruary2023,33.9percentofmenstatedthattheyvisitedbeautyparlorsatleastonceinthepastyear.Malebeautyparlorcustomersweremorelikelytobeyoungpeople,showingagenerationgapinbeautyparlorfrequentationamongmen.ReadmoreNote(s):Japan;2016to2023;asofFebruaryoftherespectiveyear;6,600*;15-69years;*In2016and2017,thesamplesizesamountedto1,100malerespondents.Datareflectstheshareofmaleswhousedbeautyparlorservicesatleastoncein[...]

ReadmoreSource(s):&D;HotPepperBeautyAcademyShareofmenfrequentingbeautyparlorsinJapanasofFebruary2023,byagegroupMen'sbeautyparlorutilizationinJapan2023,byagegroup60%52.3%48.5%50%40%30%20%10%0%46.2%36.1%18.6%9.3%15-19years20-29years30-39years40-49years50-59years60-69years36Description:InasurveyconductedinJapaninFebruary2023,52.3percentofmenintheirtwentiesstatedthattheyvisitedbeautyparlorsatleastonceinthepastyear.Thesurveyconcludedthattheshareofmenmakinguseofbeautyparlorservicesinthepastyearwashighestamongmenintheirtwenties.Thediscrepancyinusagebetweenagegroupswasmorepronouncedformenthanforwomen.ReadmoreNote(s):Japan;February8to21,2023;6,600respondents;15-69yearsSource(s):&D;HotPepperBeautyAcademyUtilizationrateofbeautyservicesbymeninJapanasofFebruary2023,bytypeofserviceUtilizationrateofbeautyservicesbymeninJapan2023,bytypeUtilizationrate15%

20%0%5%10%25%30%35%40%45%50%Hair(barbershop)43.7%Hair(beautyparlor)33.9%Relaxationmassagewithclothes10.9%Relaxationmassagewithoutclothes5.6%5.4%DepilationWeightreductionFacials4.3%4.3%Nails3.8%3.7%Eye37Description:AccordingtoasurveyconductedinFebruary2023inJapan,43.7percentofmenvisitedbarbershopsinthepastyear.Amongthedifferentbeautyservicesavailable,thehaircutatabarbershopwasthemostcommonserviceusedbymeninJapan,followedbyhair-relatedservicesatbeautyparlors.ReadmoreNote(s):Japan;February8to21,2023;6,600respondents;15-69years;utilizationduringthepastyearSource(s):HotPepperBeautyAcademyCHAPTER

07CompaniesMen'sinterestinskincarebrandsinJapanasofJanuary2024Men'sinterestinskincarebrandsinJapan2024Shareofrespondents0%2%4%6%8%10%12%14%KaoNiveaFineTodayunoMandomGatsbyMandomLucidoKaoNiveaMenMujiRyohin12.5%6%5.9%3.9%3.8%3.8%KaoMen'sBioréKaoBioré3.1%3%SuntoryVaron2.3%RohtoPharmaceuticalHadaLaboOtsukaPharmaceuticalUL·OSShiseido2%1.9%1.7%SK-II1.7%1.6%KaoCurélDHC1.3%39Description:NiveawastheleadingskincarebrandmeninJapanwereinterestedintryingout,accordingtoasurveyconductedinJanuary2024.Nearly13percentofrespondentsstatedthattheywantedtotryoutskincareproductsdistributedbythejointventureofKaoCorporationandBeiersdorfinJapan.Theaccompanyingbrandtargetingmen,NiveaMen,wasnamedby3.8percentofrespondents.

ReadmoreNote(s):Japan;January9to10,2024;1,000respondents;20-69years;amongmenusingskincareproductsSource(s):NeoMarketingNetsalesofKaoCorporationinJapanfromfiscalyear2018to2022(inbillionJapaneseyen)Kao'snetsalesinJapanFY2018-20221,000947.1939.469008007006005004003002001000853.63