Cosmetics makers in Japan look to middle-aged men to expand shampoo market; hair strengthening, hair loss prevention, scalp care among most popular products

Michelle Rivera

LOS ANGELES , September 15, 2011 (press release) – Japan’s cosmetics makers are targeting middle-aged men to expand their shampoo business as competition in the women’s market remains stiff, the Mainichi Daily News reported Sept. 15.

Men in their late 30s and 40s have become the newest target for shampoo makers whose products offer scalp care, hair strengthening, and hair loss prevention. Marketers are hoping men who indiscriminately use any shampoo their family buys will switch to men-specific products after experiencing the difference.

The market exploded to 11.2 billion yen (US$145.98 million) last year from 7.6 billion yen in 2008., with expensive scalp care shampoos accounting for more than 50% of sales, according to the article.

Angfa Co. was a pioneer in this market, launching its “Scalp D” shampoo in 2005 that now sells for 3,800 yen per 350 milliliter bottle. Cumulative sales for the hair strengthening and volumizing shampoo reached four million bottles in July.

Kao Corp. entered the market by selling it’s “Success” shampoo, launched in 1987, as a scalp care product beginning in 2006. In 2007 Lion Corp. introduced its “Protec” skin pore cleaning shampoo.

Chiaki Sakurai, an executive for Otsuka Pharmaceutical Co. said today’s generation of Japanese men are willing to invest in quality products. The company began selling its UL OS scalp shampoo on Sept. 13 for 1,575 yen per 300 milliliter bottle.

The primary source of this article is the Mainichi Daily News, Fukushima, Japan, Sept, 15, 2011.

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