The spread of the novel coronavirus has unexpectedly enhanced the men's cosmetics market in Japan.
While telecommuting provides many men with more time to spend on their look, the new working style has also made guys realize that videoconference screens make them look older. With such factors seemingly boosting the market, cosmetics companies are proactively launching anti-aging products for men.
-- Blemishes, bags under eyes
According to a survey conducted by major cosmetics maker Mandom Corp. in July, 54.1% of about 400 men in their 40s said they looked older on videoconference screens. Only 26.9% of respondents said their faces looked the same as usual, and 7.5% felt they looked younger.
Videoconference screens tend to be darker than a mirror, and a Mandom official said this attributes to the fact that people appear less youthful.
In August, Mandom launched "Lucido Face Cover Concealer," a concealer for men who are conscious about signs of aging.
A small amount can be applied with the fingertip to cover blemishes, bags under eyes, pores and other facial parts of concern. The sweat-proof concealer provides a natural look and lasts for a long time, according to the company.
Wearing a mask, which covers the nose and mouth, to prevent infection from the virus is another factor that's encouraging men to buy cosmetics.
Shiseido Co.'s Uno Balance Creator eyebrow pencil, which went on sale in March this year, is popular among salespeople who want to improve the appearance of their eyes. It's easy to apply, and even first-time users can fill in their eyebrows -- thick or thin -- as they like, the maker said.
-- Potential for growth
Over the past few years, the men's cosmetics market has gradually expanded
According to research firm Fuji Keizai Co., in 2019 the market stood at 119.9 billion yen, up 9.5% from 2014. Although the market will shrink in 2020 because people are exercising self-restraint in going out, it is expected to expand further in 2022 and surpass numbers reached in 2019.
While women's cosmetics still account for a large part of the overall market, which totaled 2.8149 trillion yen in 2019, each maker sees great potential in the growth of products targeting men.
Bulk Homme Co. has seen sales of its men's mainstay products -- toner and lotion -- double in the April-August period this year compared to the same period last year. Items can be purchased online so embarrassed shoppers do not have to be worried about being seen by others. It is also believed that some consumers are allocating their social expenses to grooming because they spend less on socializing and dining out.
As men tend to have larger faces and different skin types from women, makers need to develop products that match their characteristics.
Bulk Homme's serum mask "The Face Mask" contains moisturizing ingredients and is expected to work intensively on sunburnt skin as well as dry skin in winter.
Last month, Kose Corp. subsidiary Kose Cosmeport Corp. launched Magnifique, a new brand for men. "All in One Gel" combines the effects of toner, lotion and serum into one product, making it easy for users to take care of their skin.
The company hopes to sell its products mainly online via its own site and Amazon.com.
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