Ahead of in-cosmetics North America, Asian beauty expert Florence Bernardin talks J Beauty with Cosmetics Design

By Simon Pitman

- Last updated on GMT

Ahead of in-cosmetics North America, Asian beauty expert Florence Bernardin talks J Beauty with Cosmetics Design
At in-cosmetics North America next week in New York City, Bernardin will give a marketing trends presentation on Rediscovering Japanese Beauty. Cosmetics Design checked in to get a preview of her insights and observations.

Cosmetics Design:
What have been the key drivers and changes in the Japanese beauty industry recently?

Florence Bernardin:
The unfortunate events linked to Fukushima have probably acted as one of the triggers for the recent resurgence in Japanese beauty.  At first, there was a focus on the natural beauty trend which heavily promoted formulas based on natural ingredients, including those from Japan.

Now a new sense of beauty has been developed among this market which is based on expressing “natural/ raw/nude” beauty, differing from the previous formatted standards. With this trend in mind, we see a new wave of simplicity and minimalism that involves fewer products, all-in-one products and also a focus on simple ingredients.

Finally, I would also consider the ageing population to be a driver of new beauty attitudes and expectations as they connect health and well-being for new ageing-care directions

Cosmetics Design:
What are the reasons behind these changes?

Florence Bernardin:
I think they are due to changes in mind-set. Japanese society now has a more mindful attitude which is less consuming and oriented towards being rather than having.

Cosmetics Design:
How are these changes manifesting themselves in the type of beauty products that are available? 

Florence Bernardin:
Many products are proudly expressing their “Made in Japan” identity through locally sourced ingredients. Beauty routines are becoming simple and based on comfort and efficacy. Products are also designed to care for the effect of stress on the skin, providing consumers with what they are looking for in their daily life: an ideal balance for the skin metabolism to function.

Cosmetics Design:
Which of these trends is influencing and impacting the international beauty scene?

Florence Bernardin:
Minimalism and ageing are the key market drivers. Therefore, contrary to some young Asian markets like Korea, products from Japan are not generating just experiences through new formats and textures but instead they are providing a new sense of beauty focusing on “well care”, “well ageing” and “well consuming” with the best quality, technologies, and sensorial benefits.

Cosmetics Design:
How do you see the Japanese beauty market evolving in the next few years?

Florence Bernardin:
Japan has the sense of “Kawai” (cuteness) but now we can see that this is going towards “mature Kawai” which focuses on a mixture of high quality, usefulness and image. In addition, we will see a clear Japanese identity when it comes to ingredients, formula and package designs which are always emphasizing the concept of efficacy and emotional power.

 

Florence Bernardin will present a session entitled ‘Rediscovering Japanese beauty – the new key drivers’​ on 17 October 2018 between 14:45-15:30 in the Marketing Trends & Regulations Theatre at in-cosmetics North America

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