differences of western and japanese beauty products

Hello everyone,

I hope this is the right place to post this question in. As I wrote in my introduction I came to this forum to get some real life feedback on the theories we learn in my Japanese culture class. I thought maybe some of you can help me with a question I have.

We are discussing western companies entering the Japanese market at the moment at the example of a cosmetics company and the cultural differences they encounter. It said that one difference is that normally Japanese body lotion is much less greasy than US or European. I was wondering if this has just to do with Japanese skin not being as dry or if there are any other cultural reasons for that? And are there other examples of different standards for beauty products you have discovered?

Best wishes, thanks for your help,
couriousaboutculture

I know for one thing that japanese beauty products are very beautiful designed. I think the technology that goes behind the products are very advanced. I myself don't like a sticky or greasy lotion. I think the most japanese have quite good skin, so they don't need very 'rich' lotions and stuff.

Well, as a Clarins representative once told me, Asian skin is rich in melanin, so it can take more sunlight. Their skin is conditioned for their warm(er) climate. It also allows for aging more gracefully and why the skin is usually much softer than northern Europeans. So, I guess it kind of makes sense that they wouldn't need heavy moisturizers, because their skin is more naturally moisturized than those fair complected people of northern European descent.

I, for one, need a moisturizing cream because my skin is very sensitive and dry. I also happen to have a fair complexion.

I once chuckled at a DHC (Japanese skincare/cosmetics company) introduction in their catalog which stated something about since Asian women's skin was so much more delicate, they needed delicate cosmetics. Au contraire. Asian skin can take much more abuse. That's how they hold up so well. I would describe a fair complected redhead as having delicate skin.

Thank you for your answers so far. I feel like I didn't post my question concrete enough about the cultural standards I'm interested in, so I'll try again: The same thing about non greasiness is said about make up etc. So, is there a beauty ideal of having skin that looks not shiny? I was thinking maybe it's a relict of the geisha look? Or maybe there are prejudices like: Grease in cosmetics clogs the pores? (even though nowadays in good cosmetic products it doesn't)
I was especially wondering how and why beauty ideals are different to western ideals and I was wondering about how that can be seen in differences of cosmetics products. Where do the influences on what is seen as beautiful come from?

And also I'm interested in the advertisements. What qualities of products are communicated there? Do Japanese people care about ingedients, for example if it has been tested at animals or if the indredients are organic? Or is all that counts the brand name and the price?

Ok, I hope this explains my question a bit better

Best wishes, curiousaboutculture

I watched a TV program in which a president of Unilever Japan explained their local marketing strategy in Japan.
Lux is the leading shampoo in Japan after beating Japanese product. They don't change their basic ingredients, but localize their products, say, changing package, scent, different branding strategies in each countries. Japanese like pumping shampoo bottles, for we tend to share shampoo with other family members.
http://www.lux.co.jp/gallery/cm_info/lsm_spa5.html

There're animal right protectionists even in Japan, but few radical ones, I hope.
I don't know all J companies, but the pharmaceutical company I know holds a yearly memorial service for animals.

I dont know about the greasiness of the lotions... but all beauty products are very pretty, and they have a LOT of beauty producs... besides... theyve got hella tanning lotions and creams - but not to make face or body more TANNED, but to make it WHITER! That must be a cultural difference... I mean, NO gals or women in Sweden (and probably not in america or other western country) would wanna make their face go whiter! ... but the japanese ideal is a white face... thats interesting to me (to me at least)

yeah, for east-asian people a fair complex makes you more feminine, sophisticated and attractive.

It depends on the person, what product he/she want to use. It is not that Japanese people don't use greasy products or such products are not available there. It is just that the majority have fair complexion and have good skin, so there is no need to use greasy products.