Cosmetics Firms in Japan Pushing Mask Makeup Products

Tokyo, Jan. 24 (Jiji Press)--With face masks becoming a part of people's daily lives amid the COVID-19 pandemic, cosmetics companies in Japan are pushing products that make clients feel and look pretty and beautiful, regardless of whether they have a face mask on. Those companies are moving to cultivate new demand as they are increasingly struggling with a tough business outlook due to the spread of the omicron coronavirus variant. Face masks cover half of people's faces. Blushes came in third place and lipsticks sixth in the 2021 rankings of cosmetics products that suffered poor sales. "The market is unlikely to return to what it once was unless people are able to remove their face masks without concerns," said Aya Maeda, an analyst at Intage Inc., a Japanese research company that compiled the rankings. Amid such a tough business environment, Kao Corp.'s <4452> Lip Monster lipstick, released in May last year, became a hit, with over 2.2 million units in cumulative sales as of the end of last year. The Lip Monster features its long-lasting formula that holds up under the mask, impressing consumers who want to feel cute even upon removing face masks. Focusing on the brow and eye area, Kose Corp. <4922> brands are offering new makeup styles that can be enjoyed even while wearing a mask. Eyebrow products from Jill Stuart feature a pinkish hue that creates a soft eye look. Meanwhile, sales of basic skin care products, such as toners, are showing signs of recovering. More people are taking the time to pamper their skin as they work from home. An antiaging serum from Fancl Corp. <4921> sells well despite its high price tag of over 8,000 yen among people who want to condition their skin to address problems caused by wearing face masks. END