Eastern beauty boost Japan Beauty Week 2014 leaves a glowing effect

THE Japan Beauty Week 2014, organised the first time in Malaysia recently, aims at promoting leading Japanese cosmetic brands to the locals.

The event featured some of Japan’s leading cosmetic brands such as Kate, Kosé, Tsubaki & Za, Hada Labo, Astalift, Menard, Liese and Panasonic Beauty as exhibitors.

Japan’s Ministry of Economy and Industries Bureau deputy director, Hiroshi Tani, said international awards had been granted to Japanese cosmetics makers by the International Federation of Cosmetic Chemists (IFSCC) for accomplishments in areas that included formulation technology, efficacy evaluation and cosmetics raw material development.

The Japanese cosmetics industry has pursued various areas of cosmetic research to meet the high expectations of Japanese consumers. In recent times, Malaysia is seen as one of the most rapidly expanding cities with growing personal consumption in Asia, driving demand for quality consumer goods.

According to Tani, a challenge faced by the Japanese cosmetics industry include the ageing population in Japan.

“We have to find other markets to grow,” he said.

With the growing exposure to Korean culture and exports of products in Malaysia, Tani maintained that the Japanese cosmetic industry was still ahead of its Asian counterparts, such as China and Korea.

“The impact is not too great yet,” said Tani.

The event, supported by the Ministry of Economy, Trade and Industry of Japan, was first organised in Bangkok, Thailand in 2013, followed by Jakarta, Indonesia in January this year to positive response.

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