More Japanese men turning to skincare
By Channel NewsAsia's Japan Correspondent Michiyo Ishida | Posted: 24 April 2008 0001 hrs

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TOKYO : Japan's beauty industry is starting to see men as an important slice of the market.

A spa, exclusively for men, opened just last year in the men's wing of a Tokyo department store. There are seven rooms where male customers can enjoy a body spa, head spa and a foot spa.

On weekends, the spa sees 20 to 30 customers a day. They range in ages from those in their 20s to those in their 80s. And some of the male customers kill time at the spa while their wives go shopping.

For those customers who want to continue with their treatments at home, there is a variety of high-end products ranging from organic shampoo to supplements on sale.

According to Yano Research Institute, the men's market accounts for less than 10 percent of the total beauty market in Japan. But during the past six years, revenue in the men's market has doubled due to rising interest among the men.

"Skincare products are popular. It makes up 70 percent of sales while fragrance makes up 30 percent," said Oko Narikawa, Men's Accessories Buyer, Isetan.

Narikawa said even a 100-year-old man came by to purchase anti-aging lotion.

But at Isetan, most of the men's products available on the counters are not Japanese brands. The only Japanese men's product available is from Shiseido.

Said Yoshiaki Okabe, Prestigious Brand Cosmetics Marketing Unit, Shiseido: "Shiseido has released Shiseido Men. Our rivals are foreign makers such as Lancome, Clinique, Biotherm. These brands focus on skincare. They are our direct competitors. Compared to the western nations, skincare awareness is low here so I think there's room to grow." - CNA /ls