Beauty Store Business

JUL 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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32 July 2018 | beautystorebusiness.com And while we have K-beauty to thank for bringing fan- favorites like BB creams and sheet masks to the U.S., our beloved cleansing oils, kabuki brushes, color correctors and essences originate in Japan. J-beauty is marked by the use of traditional ingredients (think rice extract, silk protein, green tea and cherry blossom), luxurious formulas, minimalistic packaging and innovative manufacturing pro- cesses. Here, we delve deeper into what makes J-beauty so special–and why stocking the hottest Japanese products will become increasingly more important to your store's success. WHAT CONSUMERS WANT Japanese and U.S. consumers may have different buying habits, but their skincare needs will always remain the same. "Japanese and U.S. consumers have the same end goal of having beautiful, moisturized and healthy-looking skin–as do all women around the world," says Adsorb Beauty founder Osamu Maeda. "Asian women covet porcelain skin, so whitening products are much more prevalent in Asia and the Middle East. In the U.S., women desire healthy and vibrant skin, which is more brightening than whitening." Jim Azama, president and founder of skincare brand Yu-Be Inc, agrees, saying, "I believe most consumers the world over are always looking for something that simply does what it says it does and is affordable. That is a constant and will never change." But while beauty trends in the U.S. are constantly evolving, the Japanese market is less focused on what's new–and more focused on what works. "Japan is known for minimalism represented by the Zen spirit as well as high craftsmanship. In Japan, we look at the long-term health of our skin and do not focus on trendy, of-the-moment products. In Japan, we do not use 'marketing ingredients' solely for the purpose of label claims that do not actually have any positive effects for your skin," Maeda says. With a concentration on minimalism and efficacy, J-beauty brands also tend to focus on 100 percent pure ingredients. "Japanese women appreciate the proven results of simple, natural ingredients," says Amanne Sharif, DHC USA's communications manager. "Japan has a rich history of ancient beauty rituals that have proven results, and well-cared-for skin is the foundation of beauty. Skin care is about taking the time to really enjoy the moment and take care of your skin. In Western culture, women tend to view skin care as a chore that needs to be done every night and often look for ways to make the process more efficient. There's less of a self-care attitude." Azama also believes that the use of indigenous ingredi- ents that provide creative and pragmatic solutions is what differentiates J-beauty from K-beauty. "The Japanese market is so super competitive that it mandates you to bring a new product with cutting-edge innovation–or at least be able to sell that perception. Otherwise, why bother?" he says. STEEPED IN TRADITION Victoria Tsai, the founder of Tatcha, was inspired to create her own beauty line after an encounter with a geisha while visiting Kyoto, Japan. Tsai, who was suffering from acute dermatitis due to harsh Western skincare products, learned Japanese beauty rituals, such as cleansing with an oil-based cleanser and an exfoliant, passed down for generations. She implemented those ideas into her line after gaining an appreciation for Japan's holistic approach to beauty. Tsai says that in Japan, people approach skin care much the same way they do food: If you think about sushi, it's only comprised of rice, seaweed and high-quality fish; yet if you can master those ingredients, you can make something effortlessly delicious and healthy. Applying this "less is more" attitude to beauty, she for- mulated Tatcha's products with time-tested, minimally manipulated ingredients like green tea, algae, camellia oil, rice enzyme powder and akoya pearl extract. Another renowned J-beauty skincare brand known for its simple, effective ingredients is DHC. Founded in Japan, DHC is adored all over the world–so much so that every 10 seconds, the company sells one of its best-selling Deep Cleansing Oils. An olive oil-based facial cleanser that breaks down makeup and leaves skin refreshed, it perfectly complements DHC's first product, which debuted in 1980: Olive Virgin Oil. "This product remained our best-seller for 37 years and is still one of our most popular products today. In 1997, DHC USA started a catalog business and the rest is history!" Sharif says. Dedicated to offering antioxidant skin care that utilizes the latest technology, DHC has four research and development labs in Japan. "We continually work to improve the efficacy of our products by integrating tech- nologically advanced and unique ingredients," she says. DHC's formula for success, much like many other J-beauty brands, has been to stay true to its founding principles. "Today's J-beauty is the perfect blend of centuries old Japanese beauty rituals, proven ingredients and innovative technology. These are the same core values that DHC was founded on and continues to strive towards every day," Sharif says. "Japan is known for minimalism represented by the Zen spirit as well as high craftsmanship." –Osamu Maeda, founder, Adsorb Beauty Beautyberry Camellia Lip Balm by Tatcha Victoria Tsai, founder of Tatcha Courtesy of Tatcha

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