Japan's Generation Z, Mini Cosmetics Boom... K-Brand Positioning for 'Trend Experience'
"Won't buy if it's expensive, will try if it's small and cheap" consumption trend → Brands turn to 'experience selling' to convert purchases
The popularity of mini cosmetics is rapidly increasing among Japan's Generation Z. As a result, Korean brands are gaining new market opportunities. This article explores the changing consumer trends of Japan's Generation Z and the strategic responses of K-brands.
Mini Cosmetics: A New Consumption Trend Emerges
As Japan's Generation Z emerges as the leading force in cosmetic consumption trends, 'mini cosmetics' are gaining popularity. These products are sold in smaller volumes at lower prices than traditional ones, allowing consumers to try various products without financial burden. Japanese beauty shops have dedicated special sections for mini cosmetics to cater to this preference. This shift is evident in both distribution and manufacturing sectors, requiring new marketing strategies.
Generation Z prefers experience-based consumption over ownership and reacts sensitively to SNS trends over brand loyalty. They exhibit a consumption pattern of "Won't buy if it's expensive, will try if it's small and cheap", and brands aligning with this trend are receiving attention. Notably, the experience at offline stores is increasingly leading to EC sales. Consumers prefer purchasing small quantities of various products, spreading them through word-of-mouth as they try new items.
Cosmetic Brands Responding with Small Volume Product Production
In line with these trends, Japanese cosmetic brands are changing their product planning and distribution strategies. They are flexibly designing their price strategies and product volume configurations through small-volume makeup products. NARS has introduced a 3g mini size for its existing 10g product to lower the price entry barrier, while CANMAKE reduces packaging size to lower price bands. Thus, various brands are adopting strategies capable of simultaneously satisfying consumers' price sensitivity and experiential desires.
Many K-brands are also restructuring their strategies to increase adaptability in the Japanese market. Each brand is introducing new product compositions centered around mini products to provide better experiences for consumers and is also pursuing regionally specialized strategies through limited Japanese edition products. For example, they are highlighting usage per place by packaging regular and mini products together or increasing accessibility through collaboration with Japanese convenience stores.
The Value of Mini Cosmetics and Consumption Strategy
Reflecting the consumer tendencies of Japan's Generation Z, smaller-sized cosmetics are gaining positive responses, despite having a higher price per gram than regular products. This reflects a strong desire to experience a variety of products rather than continually using one purchased item. Therefore, mini cosmetics are positioned not as mere small-sized products but as 'trend experiences'.
Additionally, considering these consumer patterns of Generation Z, it is crucial for Korean cosmetic companies to strengthen multiple consumer contact points when entering the Japanese market. Employing various approaches such as dual configurations of regular and mini products, planning locally limited mini products, and establishing experience-based distribution channels is essential to increasing consumer accessibility. These elements are key points for successful purchase conversions in the market.
Conclusion
The evolving consumption trends of Japan's Generation Z are leading to the growth of the mini cosmetics market. Considering these trends, K-brands are providing differentiated experiences through localized strategies to expand the market. With thorough analysis and tailored strategy development for the Japanese market, K-brands are expected to continue developing.
The mini cosmetic trend among Japan's Generation Z is creating new opportunities across the cosmetic industry. YURICO5 provides reliable cosmetic solutions with various consumer accessibility considerations. For more detailed consultation, please inquire.
