Japanese men boost makeup industry as online meetings soar in pandemic

A person has make-up utilized at a retailer in Tokyo on Wednesday, June 5, 2019.Kiyoshi Ota | Bloomberg | Getty PhotosThe coronavirus pandemic has pushed many companies in Japan to the sting of economic damage, however Takumi Tezuka, who owns a makeup and hair salon for men in Tokyo, has seen his buyer base increase.Japanese businessmen in their 40s, 50s and 60s who had little curiosity in cosmetics earlier than the pandemic are more and more visiting Tezuka’s salon, Ikemen-Works, hoping for a greater look in online meetings.A big private care firm, Shiseido, says one in all its male makeup traces has seen double-digit progress in the course of the pandemic. Company officers give the same cause: Men, confronted with the sight of their faces repeatedly throughout online meetings, wish to enhance what they see.”Before, most of our clients had been males in their teenagers and 20s, however due to distant work we now have extra businessmen,” mentioned Tezuka. Unlike many youthful men, who need a drastic makeover, older businessmen wish to present a barely higher model of themselves through the use of makeup, he mentioned.”Men in their 40s, 50s, and 60s come to our salon as a result of they really feel they need to put on makeup,” he mentioned. Tezuka mentioned that is as a result of businessmen who do business from home have extra alternatives to see their faces throughout online meetings and have thus began to care extra about their appears to be like.The men’s magnificence industry has been increasing in Japan. According to analysis firm Fuji Keizai Group, the men’s beauty market grew from about 600 billion yen ($5.5 billion) to an estimated 623 billion yen ($5.7 billion) from 2018 to 2019.Tezuka mentioned older businessmen are likely to spend extra money and go to extra often than these in their 20s and 30s.One buyer, Yoshihiro Kamichi, 44, lately got here to Tezuka’s salon to purchase makeup for the primary time.Kamichi selected makeup for his eyelids and had basis utilized to his face. A makeup artist rigorously trimmed his eyebrows and contoured his nostril and face with brown shadow energy.”Who is that this individual? I used to be shocked at how completely different I look,” Kamichi mentioned whereas taking a look at himself in the mirror.Shiseido, one of many world’s oldest cosmetics firms, launched free online makeup filters final month that permit male customers appear to be they’re carrying men’s magnificence merchandise such as blemish balms and basis.After Shiseido launched makeup filters for ladies for online meetings like Zoom final yr, feedback from businessmen flooded in to its social media accounts requesting filters for men.Uno, Shiseido’s men’s care model, is now increasing its goal age for cosmetics from men in their early 20s to men in their 40s.”I feel the coronavirus has created a sure situation that urges businessmen to be extra conscious of their pores and skin situation,” mentioned Uno’s assistant branding supervisor, Yoshiyuki Matsuo. “We have seen double-digit progress even amid the pandemic.”Matsuo would not present extra particulars about Uno’s progress.To make cosmetics accessible to men, Japanese cosmetics retailer @Cosme Tokyo created a whole part devoted to male and unisex makeup objects final yr at their newly opened store in entrance of Harajuku Station, a classy Tokyo space.One current buyer, Kenta Yamashita, 24, a hairdresser, has been utilizing cosmetics every day.”There are men who can’t purchase beauty merchandise as a result of it is laborious for them to casually drop in. I feel it is good we now have this part,” Yamashita mentioned. “But I want they might make the part larger in order that men can extra casually drop in.”

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