Packaging Trends in Japan

If Japan, Asia as a whole, is ahead of refillable products, monodose, or makeup products “fashion accessory”. This article illustrates the trends we have noticed during our last awards.

“Japan is known around the world for its unique, and sometimes quirky,
products. Packaging has a great importance as it needs to be appealing in terms of design, but also practical for consumers to use. In the beauty sector, Japanese brands make up for 80% of sales in the domestic market and they invest a lot of time constantly developing new products. 

Indeed, Japanese consumers
are very sensitive to innovation and love to try new things, see new designs and purchase products that will make their lives easier. While there are cosmetic packaging trends similar to western ones, there are also many that are unique to the Japanese market and worth looking at. 

REFILL 

Refillable beauty products are still something fairly new for western
consumers, but they started long ago in Japan. For instance, cosmetic giant Kao released its first refill packs in 1991 and has continuously been developing new refillable products. Recently, the company launched Raku-Raku Switch, to eliminate the use of plastic bottles all together. It is a dispenser spout that can be directly attached and used with eco-refill pouches. 

On the makeup front, refillable products have been on the market for some time too, and some categories, like pressed powders and powder foundations, always have refill pans, no matter their price point. Many brands’ pans are the same size, so the
compact cases are interchangeable and consumers can use refills from other brands.

Monodoses & pack

Packaging in Japan must be convenient for users and make their lives as easier as possible.  A very popular category in cosmetics has benefited from that philosophy, the cleansing segment. Always at the top of bestseller lists is the Clear Powder Wash from Suisai (Kanebo). Packaged in individual pods, each capsule is designed to dispense the perfect amount of product and is presented as hygienic and easy to carry around. 

Another interesting and practical packaging format in Japan concerns sheet masks. Sheet masks are used very frequently, sometimes daily, by
Japanese consumers. To reduce single-use tearable pouches, two options have been developed : resealable pouches containing several masks or boxes (similar
to a tissue box). Local brands, Lululun or The Rose of Versailles are popular in that segment.

KAWAII 

Everyone has probably heard at least once the word kawaii (cute in
Japanese) and it is no secret that in Asia, cuteness is considered very
appealing. In consumption too, products and packaging need to have this cute factor. Some makeup brands have decided to develop their whole identity on this feminine and cute aesthetic. Girly and soft colors, flower and gemstone designs, jewel-like tubes and palettes are popular packaging in the country among young girls but also for more mature women. 

Indeed, Japanese ladies use makeup daily and often have makeup touch-ups during the day (at work, while
commuting, or in cafés), so makeup products, and hence packaging, are
considered like fashion accessories for many. Brands to know about are Jill Stuart Beauty, Anna Sui or Majolica Majorca.

TRENDS AT THE ADF&PCD AND PLD INNOVATION AWARDS  

First of all, let’s take the charging trend, Beiersdorf presented and won an ADF Innovation Awards for its product “Ecorefill Caring Foam Soap”. 

The refillable bottle is made from 100% recycled materials. Nivea chose a transparent material for the bottle to ensure that consumers could fill the exact amount of water to dissolve the tablet perfectly. The pump supports the consumer experience by dispensing a foam. The packaging of these refills is a folding box without plastic coating, which makes the product more environmentally friendly.

For the PCD Innovation Awards it was Trestique who proposed a rechargeable mascara. Finally, Valentino Beauty (L’Oréal) who applied with his “GO-CLUTCH + MINIROSSO” and who won an award this year in the form of a minaudière that offers a powder or lipstick, all refillable. 

LOOKING AT WEOUTWOW  

“WeOutWow is a trend and strategic innovation agency. We guide you to accelerate your growth, stay ahead of competition, be creative and develop concepts to out-wow your customers. Based in Paris and Tokyo with a network of freelance trendspotters around Asia, Europe and the US. We scout new signals, concepts and trends daily in beauty, luxury and all creative industries.”

“The agency uses this knowledge to provide you with inspiration and actionable insights. Their services harness trends for you to stay market relevant, create new business opportunities and optimize your strategies.”

Get in touch with  WeOutWow at hello@weoutwow.com