in the Japanese Chinese circle
thinks about what Chinese people think and what they need to be a Chinese
create the most pragmatic quality for millions of Chinese
I wonder if you have the following impression in Japan? In the tram with more passengers, there was a scent of perfume passing by, and passing by was a male passenger.
walking on the street, a little careful observation, you will find that many boys' eyebrows are clearly trimmed and even painted.
comes again when visiting the mall, not only can you see men’s cosmetics counters everywhere, but occasionally you can see many men concentrating on their makeup.
presumably many partners not only feel the same, but also feel that these are commonplace.
For most Japanese people, the appearance is also a kind of etiquette, even if it is not glamorous outside, at least it will remain clean and tidy. This is especially true for young people who pay attention to fashion and value. It takes minutes to use only brain cells in hair and clothing.
protects the skin, makes a foundation, draws an eyebrow, and even draws an eyeliner. Makeup is no longer exclusive to girls. The boys put on their makeup seriously, and the girls not only can't underestimate them, but they are even aroused to "how can they admit defeat".
This is not uncommon not only in Japan, but also among young people. The same world, the same trend.
However, men's makeup has become an unstoppable upsurge in Japan right now. The reason why
was unexpected is that as the end of the year is approaching, the annual market analysis of various industries has been released one after another. Under the influence of the epidemic this year, the overall Japanese cosmetics market has been rising year after year, and has shown a downward trend in nine years.
Regardless of the high, middle and low price range of cosmetics, the overall price is only about 80% to 90% of last year's.
However, the market size of men's cosmetics has gone upstream, not only surpassing last year, but even increasing even more drastically than in 2019. This year is expected to hit the highest sales in history of 121.3 billion yen.
Women are surpassed by men in the "buy, buy, buy" of cosmetics?
How did the male "makeup fever" in Japan ignite?
01
From "none" to
real data for middle-aged men, a big boost to the growth of Japanese male cosmetics comes from middle-aged men in their 40s to 50s.
Perhaps this phenomenon has caused many people to question:
▲ "It is possible to say that it is possible for boys in their twenties and thirties to make-up. It is probably not relevant for people in their forties and fifties."
, a 50-something year old Although the uncle passerby said that, while expressing his insensitivity to make-up, he wore a unique mask with a pair of colors and a tie that matched the color and a pearlescent color.
is a joke, but this also reflects the importance of middle-aged men in Japan, especially office workers, to their own image. One of the main reasons for the growth of the Japanese male cosmetics market this year is the popularization of telecommuting. In the media interviews with male customers who visit Japanese beauty salons, many people said that because there are usually many online meetings, improving their facial image is a big plus for work.
▲“Only when you look better on the screen will you leave a good impression on the other party.”
▲“(Remote office) can only convey visual information, so the appearance is very important.”
▲” As soon as I put on makeup, I talked things smoothly.”
Japanese company attaches great importance to the image of the company. Accordingly, in the basic training of employees, the awareness of appearance and etiquette is also an important part. Under
's imperceptible awareness that “face value is both face” and catalyzed by the era of “cloud office, just look at the face”, the face project has gradually been put on the agenda by many middle-aged male office workers.
After all, island country makeup has always been known for its magic, even if it is not hard, it can make tired office workers who seem "unlovable" to become vitality workers in seconds.
02
young male trend invasion
wantIt is said that the emergence of cosmetics in the middle-aged male group is a major driving force for the male makeup market to take off. Then the young men have never stopped, even the rapid invasion of the trend, which makes the makeup itself has risen. The heat is getting bigger and bigger. A major trend of
is the long-term spread of K-pop in Japan.
Under the influence of the strong idol culture, not only do they like Hallyu, but there are more and more boys who are accustomed to putting on makeup. It can also make themselves more popular among girls with a wider audience of Hallyu, and it also makes many Japanese boys. One of the reasons for being more keen on makeup. Another trend of
is a social platform that has gained popularity in recent years.
As more and more young people "live on the Internet", beauty bloggers are no longer exclusive to girls. Japanese beauty makeup male bloggers with hundreds of thousands or even hundreds of thousands of fans abound, driving a solid group of male makeup.
Nowadays, men’s cosmetics advertisements, magazines, and counters that can be seen everywhere in Japan will definitely become more abundant in the future.
may not be long before, and gradually I can discuss makeup tips with my Japanese male colleagues around me.
Although the unprecedented 120 billion yen market for Japanese male cosmetics is still very small compared to the 2 to 3 trillion yen of female cosmetics, it can be an epoch-making mark recorded in this extraordinary period this year.
Japan's latest news *Chinese life information* Offline dating activities
provide a Chinese platform to help everyone communicate with each other in foreign life
Find the WeChat public account: yijiao363
Let more people see your beautiful text!
WeChat ID: yijiao363∣
