Japan’s cosmetics market has shown little sign of growth in recent years. Deflation, the growth of multifunction products, the rising importance of drugstores and a declining population have all encouraged a downward trend that marketers have been unable to reverse. The intense competition for sales that this engenders increasingly leads companies to realise that overseas business is crucial not just for growth but also survival. For Naris Cosmetics, a medium sized manufacturer that sells about JP¥22bn in products, this has meant transformation from a domestic company selling door-to-door, mail order and in salons, to an international company distributing its products in the US, China, Russia, Hong Kong, Malaysia, Singapore, Indonesia, Vietnam, Thailand and Kazakhstan.
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