K-beauty is strong in the local Japanese market. As Millennials and Gen Z consumers in Japan (born from the late 1980s to the early 2000s) seek to try Korean cosmetics that went viral on social media such as TikTok and Instagram, K-beauty brands are gaining popularity at Don Quijote, Japan's largest discount store, and beauty specialty select shops.
Last year, Korea's exports of cosmetics to Japan surpassed $1 billion (about 1.4 trillion won) for the first time. In the first quarter of this year, they reached $270 million (about 376 billion won), up 11.9% from a year earlier, continuing the growth trend. Amid the K-beauty boom, LG H&H and Fwee have launched localized strategies aimed squarely at Japan's Millennials and Gen Z.
◇ LG H&H building trust with Japan's younger generations by providing detailed ingredient data
At 2 p.m. on the 3rd, at the office of LG H&H's Japan subsidiary located in the Ginza Stephanie Building in Shimbashi, Minato Ward, Tokyo, Shin Yun-jin, LG H&H Japan business head ABM (Assistant Brand Manager), said of local consumers, "They have a strong tendency to shop based on ingredients and evidence," noting, "Sufficient clinical data and ingredient data listed on the detailed page tend to lead to purchases."
LG H&H, a leading cosmetics corporations in Korea, is putting its Millennial- and Gen Z-focused brands CNP and VDL at the forefront in Japan's beauty market. CNP's propolis line has expanded its lineup from serum to toner and cleansing balm. It has released products containing locally preferred ingredients such as vitamin C, tranexamic acid, and niacinamide. While CNP products mainly sell as serums in Korea, in Japan they have been localized into cream-type mists and toners, and pad-type masks. VDL also released miniature products to suit the preference for smaller sizes.
Collaborations with influencers are also active to target Millennials and Gen Z, who use TikTok and Instagram heavily. A representative case is the blusher "Ppoyong Cheek," co-developed with popular Japanese YouTuber "Momochi." Word of mouth among Japan's younger generations even turned it into a sold-out frenzy item. Park Geon-hui, beauty marketing project manager (PM) at LG H&H's Japan subsidiary, said, "In Korea, influencer collaborations are often short-term, but in Japan, collaboration is only possible after using the product for several months and feeling the effect," adding, "Long-term marketing based on trust is essential."
LG H&H is also increasing touchpoints with younger consumers in offline stores.It has held pop-up events at local retail chains such as Loft, Don Quijote, and Plaza, and participated in an event at the Tokyo store of "@cosme," Japan's largest beauty review platform.Park, the PM, said this is "a strategy to respond to the consumption habits of young shoppers in Japan, who like to experience offline what they first saw online."
◇ Fwee appeals to the tastes of Japan's Millennials and Gen Z with the fun of decorating and miniature keyrings
The emerging color cosmetics brand Fwee entered Japan's online beauty market last year. Since then, it has opened standalone stores in four major cities—Tokyo, Osaka, Nagoya, and Fukuoka—and set out to target younger generations. At 5 p.m. on the 3rd at Fwee Agit Tokyo in Shinjuku, Tokyo, Moe (26), a public relations representative, said, "Extracting at least 10 to up to 35 shades not only makes choosing fun but also targets the tastes of Millennials and Gen Z, who are sensitive to Instagramable content, with cute product packaging."
Fwee views cosmetics not simply as products to apply but as "accessories to decorate and show." In fact, on the third floor "Deco zone" of the Tokyo store, visiting consumers can decorate on-site the miniature blusher or bag charms they purchased. It has reinterpreted cosmetics as "accessories that show who I am."
Its signature product is the miniature blusher keyring. In line with Millennials and Gen Z culture of hanging dolls and keychains that reflect their tastes on their bags, it planned a "beauty item you hang on your bag." Ayako (21), a university student, said, "The shades are more diverse than local beauty shop products in Japan, and the product cases are cute, so I end up buying often."
Its marketing approach also focuses on expanding through social media platforms popular among Japan's Millennials and Gen Z.A representative example is the "seeding box," where the brand provides products to influencers free of charge to encourage reviews.The campaign tapped into the desire of younger consumers to try products used by influencers they follow online.Moe said, "Many young people in Japan first discover Fwee's new products on social media, then visit stores to try them and make a purchase," adding, "Allowing customers to experience offline what they saw online is Fwee's core strategy for reaching younger generations in Japan."