A craze that reflects the growing interest in skin care from Asia, and in particular for Japanese solar products, acclaimed for their light and pleasant texture.
“”Since my arrival in Japan in 2012, I love Japanese sunscreen“Said Price to AFP in his Tokyo studio.
“”The first time I tried it, I said to myself: +it’s so much better than all I could use in Australia +“, his country of origin, where solar creams are” thick, sticky and fatty “.
Japanese manufacturers want to extend by taking advantage of the development of tourism in Japan and developing export.
The Japanese giant of chemistry and Kao cosmetics plans to open three new factories abroad (Indonesia, Brazil, Germany) and aims at 35 billion yen (223 million euros) of turnover in solar creams by 2027, or 1.6 times more than in 2023.
Its Biore UV brand ranks 10th worldwide and second in Asia, in a market estimated at 65 billion euros but still very fragmented, due to various national regulations.
Obsession for clear skin
Influencers’ publications have a “very strong” impact on sales of solar protection, rejoices Takuya Wada, marketing manager at Kao.
“”There are no borders for access to information on social networks“, Which gives brands a world range,” he explains.
The R&D director of “Skincare” products, Takashi Fukui, explains that the group began to develop solar creams in the 1980s and 90s, when the awareness of tanning risks increased.
But Japan’s cultural obsession for clear skin goes back in the 6th century.
The use of white powder imported from China then became a marker of social distinction in nobles, to the point that an old Japanese proverb claims that “white skin hides seven defects”.
In the 1990s, the Japanese began to use solar or cosmetic creams to avoid sunbathing – a trend called “bihaku”, “brilliant whiteness”.
Today, women use sunscreen on a daily basis in Japan to protect themselves from tasks and aging caused by UV rays, explains Mr. Fukui.
But to combine effectiveness of protection and application comfort is technically difficult, he admits.
And it is precisely this requirement which, according to him, distinguishes the Japanese marks from their Western competitors.
“”There are always new technologies, innovative textures, Japan is often ahead of other countries“, Tells the Thai beauty influencer Suari Tasanakulpan, 40, who tests the Japanese sunscreens on YouTube to AFP.
All year round
In the archipelago, the choice is immense: in a shop of a large chain of pharmacies in Shibuya, a lively district of Tokyo, you can find nearly 90 different solar products aligned on the shelves.
If summer remains the high season, solar creams are available all year round in many shops like Matsukiyo Cocokara, making the product interesting.
“”Japan has a relatively high number of sunny days in winter, and the hours of sunshine are long“Explains Takeshi Otsuki, deputy director of the group’s cosmetic division.
“”Sales progress from year to year“He says because”More and more people use daily sun protection, and their needs are diversifying“.
Men’s clientele is also up, and “Japanese solar products are very popular with foreign tourists“, Who sometimes buy it in lots, he adds.
The Hannah Price Youtuber sees the multiplication of information available on the subject as a profit for all.
“”It means that we will be better protected in general, and it is a good thing for everyone“, She concludes.