Aesthetic Salon Market in Japan: Key Research Findings 2018
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic aesthetic salon market and has found out the trend of treatment by prefecture, the trend of market players and the future perspectives.
Size of the aesthetic salon market in FY2018, based on the sales of businesses, is projected to achieve 358.7 billion yen, 100.2 % of the size of the previous fiscal year. Although the customers of aesthetic salons are those in middle-to-older ages, reservations and searching through internet have become commonplace and more attempts have been made to use major SNS for advertisement and sending information. It has been important for the salons to use web marketing, such as to analyze the customer trends and take measures to attract more customers.
Many of aesthetic salon operators have continued their business by integrating and closing down some unprofitable salons to augment the profits of existing stores. The reasons for this are difficulty in securing human resources for store staff and ever fiercer competition with peripheral beauty services and generally available cosmetics enabling self-treatment. Also, it has become difficult to attract young women who can be the next-generation customers. The salon operators have tried to breakthrough such status by newly opening the salons at major department stores, shopping malls and hotels where more customers can be expected, while they actively remodeled and refurbished the existing salons, or even moved to and reopened the salons at more advantageous locations in making profits by attracting more customers and through appropriate allocation of store staff.
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