New survey in Japan reveals potential of cosmetics that can be used by men and women


Owned by Japanese beauty and media retail company istyle Inc, @cosme is a cosmetics portal that has amassed over 15 million product reviews from approximately 16 million monthly visitors.

It also branched out into retail, with cosmetics stores in markets such as Japan, Thailand, and Taiwan.

Its latest report asked more than 5,800 women aged 18 to 69 about their attitudes towards men’s care habits.

Ladies ready to share

Over 60% of women said they would be happy to share their cosmetics with men like their boyfriends and husbands. This figure has increased by 11% since the previous 2019 survey.

This indicates opportunities for brands to develop genderless beauty products in the future, @cosme said.

Additionally, around 80% responded favorably to cosmetic brands that choose to use male models in their advertising campaigns.

About 20% of those surveyed added that ad campaigns with male models would increase their willingness to make the purchase.

Overall, these results showed that there is now greater positivity towards gender inclusion, the cabinet said.

This survey follows the company’s February survey of men’s cosmetic habits among 172 Japanese @cosme members aged 15 to 59.

The results showed that more men were interested in skin care and makeup, indicating that the male beauty market was expanding even during the COVID-19 pandemic.

The survey also pointed out that 30% of surveyed men in their 20s or younger felt embarrassed about purchasing cosmetics.

As such, @cosme believes that women’s understanding and acceptance of male beauty will have a major impact on the further expansion of the male beauty market.

Acceptance of male beauty is increasing

According to the survey, a majority of women – around 60% – said they didn’t mind seeing men buying beauty products.

When it comes to cosmetic use, 95% of @cosme female members responded positively to men’s skin care.

That figure has increased slightly by 4% over the past two years, according to a similar survey conducted in 2019.

Acceptance of male makeup, however, has increased significantly by 25% over the past two years, reaching a high of 68%.

A closer look at the results showed that 90% of those who responded positively were between the ages of 18 and 24, while 50% were 45 and over.

@cosme believes these attitude changes are a consequence of the gender inclusion movement as well as the influence of pop culture such as male K-Pop idols.

According to 18-24 year olds, 75% of them noticed more men around them using skincare while 43% observed more men around them putting on makeup.

Compared to the results of the 2019 survey, skin care increased by 4% and makeup increased by 7%.


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