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Japanese cosmetic companies target young male grooming training

Japanese cosmetics giants are focusing on male job seekers and young staff to hold grooming lectures and improve products. The male cosmetics market is gaining momentum in the market of middle-aged and elderly deodorant body care.

Mandom Beauty held a grooming lecture for the boys who are going to internship at Senshu University, and introduced the effect of the lotion and the odor treatment method to the 16 participants. The third grade student Mueyupingu said: “Although I don’t usually apply any skincare, I want to try the lotion.” The Mandom Beauty person in charge of the speech said with enthusiasm: “Hope to develop the habit of skin care and become a fan of Mandom.”

Shiseido has also held skin care-related training for young employees in the company since April, and has been implemented in three companies. The person in charge of the training said with expectation: “The number of men who use lotion after washing their face is still about 30%, and there is room for development in the men’s cosmetics market.”

The ACRO company (located in Tokyo) under the Pola Orbis Holdings has created a brand with a high degree of aesthetic awareness for men over the age of 25, and about 80 products such as eye makeup and lipstick will be released in September.

Yano Economic Research Institute said that the male cosmetics market in 2016 increased by 1.2%, amounting to 119.2 billion yen. Cosmetic companies hope to benefit from new demand and continue to expand the market in the future.

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