Page 167 - EM - Export Magazine Perfumery Edition

R E P O R T

Whereas the K-beauty skincare routine emphasizes a multi- versus a lighter cleanser. The cleansing and washing process is
step routine with a product for a variety of purposes, many expected to reduce cleansing time, save water, and thus, lower
Japanese beauty products integrate multiple functions and environmental impacts.
uses to eliminate the need for a consumer to fill their counter In other areas of technology, Japan has helped pioneer research
with beauty products. Korean Beauty may see three or four in stem-cell technology that gets incorporated into skincare
serums and elixirs that each serve a different purpose. Japanese products and even started the oil cleansing fad as a means of
beauty, on the other hand, often sees one all-encompassing removing makeup back in the 1960s.
product that can hydrate, smooth, and brighten all in one. Also worthy of note: Shiseido is amping up its enthusiasm
for the metaverse. To commemorate its 150th anniversary,
Artificial Intelligence the Japanese beauty giant has unveiled its #AliveWithBeauty
Japanese beauty companies are also pioneering innovations in campaign featuring a limited collection of 150 exclusive NFTs.
technology that allow for advances in the industry. Shiseido, for The project is a product of a partnership with Cult, a British-
example, has acquired and patented AI technology that aims based web agency.
to help consumers learn more about their skin through a live To promote accessibility in the metaverse, Shiseido is giving
analysis on their smartphone camera. Shiseido partners with the tokens away for free through a prize draw. Entrants can
Revieve to launch digital makeup advisory tool. Consumers sign up for the competition by simply typing in their email
can access the Makeup Advisor via Shiseido’s website, addresses via the brand’s website, where the winners will be
where they will be prompted to upload a selfie and answer notified once the draw has closed on February 28. Shiseido
questions focusing on their desired beauty goals. Based on also partnered with the NFT platform Exclusible — a carbon-
Revieve’s AI selfie analysis, and user input, they will receive a neutral platform that creates virtual wallets for consumers —
comprehensive list of recommended products from Shiseido’s so that those with no previous knowledge of NFTs or crypto
full makeup range, including eyes, lips, and face. Consumers can participate. Owners of the tokens will be offered £1,000
will have the possibility ($1,197) worth of skin care and samples throughout the year,
to try a product before tickets to both online and offline events, and other rewards as
purchase, use true- the program develops over time.
to-life virtual try-on
technology, and add
favorite products to
their shopping cart.
AI and AR services allow
consumers to some
extent to see whether
a color or style suits
them, by creating a virtual image online. Other strategies
by players offering health and beauty products include
providing small personalized samples which can be bought
for an affordable price. Both store-based and online platforms
can offer this service. For instance, in October 2022, the AS
Watson Group launched “SkinlifeLab,” an innovative skin
analysis tool that creates highly personalized skincare product
recommendations based on customers’ selfies. Customers
can also go into a physical store. Offline stores can leverage
the enthusiasm for experimenting with AI by offering a more CBD & Femcare/Femtech
personal service, spending time with consumers, and offering After the CBD ban in Hong Kong in February 2023 companies
specialist advice, thereby elevating the entire shopping that sell CBD-infused beauty products became particularly
experience. interested in exporting to Japan. According to Grand View
A Japan-based research collaboration between Kirin Holdings, Research, the global CBD skincare market was valued at $964.1
FANCL and Keio University has resulted in an enhanced million in 2022 and is projected to expand by 31.5% from 2023
cleansing agent developer utilizing artificial intelligence (AI) to 2030.
and molecular simulation technologies. This can be used to The Femcare/Femtech category is a growing opportunity in
develop a cleanser with a “high makeup removal function” the Japanese beauty space. It targets women and their overall

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