Cosmetic Foundation
Shiseido's Maquillage brand tops recogition, sales and re-purchase
JMR finding on 35 cosmetic foundation products sold in Japan
Cosmetic foundation products as used by Japanese females come in solid, liquid, cream and stick types. Ladies may apply two different types, say a liquid and a solid. . According to the Japanese Ministry of Economy, Trade and Industry, in 2009 Japan's foundation market was worth Yen 134 million (approx. US$ 125 million).
To cast light on the future growth prospects for growth in the foundation segment of the cosmetic market in Japan, conducted analysis, internet interviews and focus groups with Japanese females. Here are some of the findings on recent past sales trends from the internet survey portion of these JMR studies.
For the 35 leading foundation products sold in Japan JMR asked over 1,000 Japanese females about recognition of products, actual purchasing behavior and intention to re-purchase.
Shisedo with the triple crown
Shiseido's "Maquillage" brand won the top position in all three areas (recognition, actual purchase and re-purchase intention). In the recognition ranking the Maquillage brand rose 4 ranks from its position in 2006, showing the effects of Shiseido's marketing efforts to gain consumer recognition with females in all age groups.
There was tight competition for the top 3 positions in the re-purchase intention category, with Shiseido, RMK and Lancome all placing within a few percentage points of each other.
Elbows at the cosmetic counter
With Shiseido striving to keep the cosmetic foundation category from slipping into torpor and RMK focused on holding its sales rankings this product category is the scene of turbulent elbowing at the counter to find favor with Japanese females. A combination of pricing and functional feature strategies are being used by makers in the tussle for sales.
The internet survey portion was conducted by JMR In April 2010 with 1,017 Japanese females. The subjects were divided into 10-year age ranges from teens to 69 years old with internet access.
| All companies surveyed: |
| Product Name |
Company |
| CANMAK |
IDA Laboratories, Co. Ltd. |
| DHC |
DHC |
| KATE |
Kanebo |
| KISS ME Heroine Make |
Isehan |
| KISS ME Heavy Rotation |
Isehan |
| Love Clover |
Love Clover |
| MAC |
MAC |
| RMK |
RMK |
| SUSIE N.Y |
Isehan |
Amabilis
|
Cella Medic |
| Integrate |
Shiseido |
| Integrate Gracy |
Shiseido |
| Orbis |
Orbis |
| KATE |
Kanebo |
| LOVE CLOVER |
LOVE CLOVER |
| Clinique |
Clinique |
| Cezanne |
Cezanne Cosmetics |
| Daiso |
Daiso-Sangyo |
| Chifure |
Chifure |
| Nudymore |
Nudymore |
| Pure Natural |
RIMMEL |
| Fine-Fit |
KAO |
| Finishing Powder |
Chacott |
| Burjois |
Burjois |
| Point Magic PRO |
Kokuryudo |
| Maquillage |
Shiseido |
| Majolica Majorca |
Shiseido |
| Maxfactor |
Maxfactor |
| Mujirushi Ryohin |
MUJI |
| Maybelline |
Maybelline NewYork |
| Lancome |
Lancome |
| Revlon |
Revlon |
| L'Oreal Paris |
L'Oreal Paris |
| Noah |
Kose Cosmeport |
| Palgantong |
Palgantong |
| Hanskin |
Hanskin |
