Article:
Older Japanese men making up for lost time by dipping into cosmetics
Japanese men are increasingly turning to cosmetics and skin care to sharpen up their image, with those in their 40s and older seemingly becoming more conscious about how they present to important clients and customers.
The market grew about 1.7-fold from 2017 to 43.3 billion yen in 2023, according to major Japanese marketing research firm Intage Inc, as men focused more on how they appear in the video and online meetings that became much more common during and after the coronavirus pandemic.
The use of make-up became more accepted among some young Japanese men in recent years, but the trend has spread to older generations, with spending on cosmetics rising some 1.5-fold among men in their 40s and 50s, the firm said.
In November last year, Shiseido Japan Co featured actor Takashi Sorimachi, 50, and his wife and actress Nanako Matsushima, 50, in its advertisement for the men's skin care brand Shiseido Men.
Sales of the brand rose about 60 percent after the commercial was aired and through early March, attracting men across a broad range of age groups, according to the company.
Yuta Arai, involved in sales strategy of a beverage maker under Asahi Group Holdings Inc., took part in a make-up lecture by Shiseido in March which saw him using an eyebrow pencil and eyeliner for the first time.
"I would like to try this when I need to psyche myself up for a business presentation," Arai, 28, said.
In 2022, a wellness firm under Suntory Holdings Ltd began selling skin care product Varon which the company markets as both a toner and moisturizer, targeting men in their 40s and older.
Its cumulative sales in two years exceeded 4 billion yen, well above the initial expectations, according to Suntory Wellness Ltd.
As about 70 percent of middle-aged or older men have yet to experience skin care, the potential addressable market is huge, said an official of the company.
Useful Words & Phrases for Making Your Opinion:
化粧水：skin toner
保湿クリーム: moisturizer
私は白髪を染める：I color my gray hair.
Questions:
What do you think of this article?
Since the coronavirus pandemic, have you began to care about your appearance in online meetings?
Have you started using cosmetics and skin care to make your online or real meetings successful after the pandemic?
Aside from appearance, have there been any other changes in your awareness or way of thinking after the pandemic?
The makeup like Korean BTS is becoming popular among some young Japanese men. What do you think of it?
Are you good at presenting at meetings? Or not? Why?
(This question is only to men) Have you ever used toner or foundation?
Do you prefer online or face-to-face meetings? Why?
Where do you see about someones's appearance when you first meet the person at work?
What aspect do or did you see when you try to find your partner?