Japanese cosmetic market, although in the past few years the sales have multiply increased, but some years still trend to grow negatively.
That means, the Japanese cosmetics market is already in a mature stage. On one hand, along with the diversification of consumer habits, product number increases continuously, commodities also have low price trend.
On the other hand, accompanied by Japan's birthrate decreasing, the users also decrease.
In the cosmetics industry, the prediction of consumer action by enterprises is very difficult. But once the brand is successfully established, enhancing the brand product will be the key to make enterprises more easily to survive.
So It can be inferred that, cosmetics industry in a difficult environment wants to break the siege, and share a space in the market, the extent of brand's emphasis is needed more than other industries.