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Japanese businessmen brighten makeup industry amid pandemic

Yoshihiro Kamichi, a 44-year-old workplace employee, receives make-up and will get his hair accomplished by a make-up artist at Ikemen-Works, a make-up salon for males, in Tokyo Wednesday, Feb. 3, 2021. The coronavirus pandemic has been pushing companies to the sting in Japan, however some within the males’s magnificence business have seen an surprising enlargement of their buyer base. Japanese businessmen of their 40s, 50s and 60s who had little curiosity in cosmetics earlier than the pandemic are actually shopping for make-up. (AP Photograph/Eugene Hoshiko)

TOKYO | The coronavirus pandemic has pushed many companies in Japan to the sting of economic smash, however Takumi Tezuka, who owns a make-up and hair salon for males in Tokyo, has seen his buyer base increase.

Japanese businessmen of 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 on-line conferences.

A big private care firm, Shiseido, says one in every of its male make-up strains has seen double-digit development throughout the pandemic. Firm officers give the same purpose: Males, confronted with the sight of their faces repeatedly throughout on-line conferences, wish to enhance what they see.

“Earlier than, most of our prospects have been males of their teenagers and 20s, however due to distant work we now have extra businessmen,” mentioned Tezuka. Not like many youthful males, who desire a drastic makeover, older businessmen wish to present a barely higher model of themselves through the use of make-up, he mentioned.

“Males of their 40s, 50s, and 60s come to our salon as a result of they really feel they need to put on make-up,” he mentioned. Tezuka mentioned that’s as a result of businessmen who earn a living from home have extra alternatives to see their faces throughout on-line conferences and have thus began to care extra about their appears to be like.

The boys’s magnificence business has been increasing in Japan. Based on analysis firm Fuji Keizai Group, the boys’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 recurrently than these of their 20s and 30s.

One buyer, Yoshihiro Kamichi, 44, lately got here to Tezuka’s salon to purchase make-up for the primary time.

Kamichi selected make-up for his eyelids and had basis utilized to his face. A make-up artist fastidiously 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 totally different I look,” Kamichi mentioned whereas taking a look at himself within the mirror.

Shiseido, one of many world’s oldest cosmetics firms, launched free on-line make-up filters final month that allow male customers seem like they’re carrying males’s magnificence merchandise similar to blemish balms and basis.

After Shiseido launched make-up filters for girls for on-line conferences like Zoom final 12 months, feedback from businessmen flooded in to its social media accounts requesting filters for males.

Uno, Shiseido’s males’s care model, is now increasing its goal age for cosmetics from males of their early 20s to males of their 40s.

“I believe 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’ve seen double-digit development even amid the pandemic.”

Matsuo wouldn’t present extra particulars about Uno’s development.

To make cosmetics accessible to males, Japanese cosmetics retailer @Cosme Tokyo created a complete part devoted to male and unisex make-up gadgets final 12 months at their newly opened store in entrance of Harajuku Station, a stylish Tokyo space.

One current buyer, Kenta Yamashita, 24, a hairdresser, has been utilizing cosmetics day by day.

“There are males who can not purchase beauty merchandise as a result of it’s laborious for them to casually drop in. I believe it’s good we now have this part,” Yamashita mentioned. “However I want they might make the part greater in order that males can extra casually drop in.”

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