France and Japan have two of the world’s most powerful personal care product sectors, but their brands fare quite differently when trying to sell into each other’s markets. Julian Ryall and David Hayhurst assess which country is winning the cosmetics battle
Geographically distinct, culturally diverse and economically
contrasting; on paper, France and Japan could not seem to be more
different. Yet in their experience and expertise in the manufacturing
of personal care products, in particular skin care products, the two
countries have found common ground.
The glamour of the French industry is a strong calling card in Japan, while the Japanese appeal in France lies in the manufacturing and technical excellence their brands promote. However Japanese brands have an uphill struggle convincing French consumers to move away from their traditional Gallic staples.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.