• With Y-o-Y Growth Rate being 100.1 %, Size of Entire Domestic Cosmetic Market in FY2010 Remained Same Level at 2,286 Billion Yen

The size of cosmetic market in FY2010 was calculated as 2,286 billion yen based on brand manufacturer shipment value.  With growth rate 100.1%, the market was almost unchanged from the previous year.  Since it is difficult to scale up in the already matured domestic market, manufacturers are seeking overseas for new opportunities.

• Conspicuous were Emergence of Low-Price Skin Care Products and Continuous Growth in Men’s Cosmetics and Fragrances

Regardless of sluggish purchasing behaviors by consumers due to the prolonged economic recession, low-price skin care market was exceptionally vibrant with products that cost around 1,000 yen.  There was even a case where a major manufacturer entered into low-priced market with a new brand.  Other winners of the plus growth were; men’s cosmetics, being in a good form recently, and Fragrance, with new marketing strategies turned out to be a success.

Figure 1:       Transition and Forecast of Cosmetic Market Size

Figure 2: Cosmetic Market Size by Product Category in FY 2010