Japan’s cosmetics market for middle-aged and elderly men is developing rapidly.

　　Xinhua News Agency, Beijing, May 27th
In Japan, makeup and skin care are no longer women’s "patents". More and more men use makeup and skin care to enhance their image, including many middle-aged and elderly people over 40 years old.

　　On November 15, 2023, people walked through the crossroads in front of Shibuya Station in Tokyo, Japan. Xinhua News Agency reporter Zhang Xiaoyu photo

　　Kyodo News quoted data from Japan Yingdezhi Market Consulting Co., Ltd. as saying that with the popularity of online meetings, men are paying more and more attention to their image in online meetings and using cosmetics and skin care products more and more. Compared with 2017, the sales of such products increased by 1.7 times in 2023, reaching 43.3 billion yen (about 2 billion yuan). In addition, more and more middle-aged men began to make up. The data shows that these people’s spending on cosmetics has increased by 1.5 times.

　　In November last year, Shiseido launched a new version of male skin care products advertisement, featuring 50-year-old actor Takashi Sorimachi and his wife. By March this year, the sales volume of this skin care product had increased by 60% after the advertisement was broadcast.

　　A health care product company under Suntory Company in Japan has tried to sell skin care products for middle-aged and elderly men since 2022, and its two-year sales exceeded 4 billion yen (185 million yuan), which greatly exceeded expectations. According to the company, at present, 70% of middle-aged and elderly men in Japan have never tried skin care, so this market has great potential. (Jing Jing)