Shiseido Japan launches kid’s beauty salon store as children’s cosmetic market surges


As recent research disclosed kids consume one in every six cosmetic products, Japanese cosmetics brand Shiseido is investing in beauty salons for children and opening stores for their youngest consumers this summer.

With the first opening in Hyogo this month and another due to open in Tokyo in October, Shiseido is hoping to get consumers interested in cosmetics at an early age, with in-store make-up camps offered in-store, as well as skincare and nail care lessons.

“Shiseido’s move illustrates that while ageing populations across the globe are causing many brands to shift their focus to the needs of older consumers, younger demographics also present opportunities,” explains Catherine O’Connor, senior analyst at market researchers, Canadean.

The Japanese brand has previously run interactive tutorials for children on their website, and this new initiative continues their strategy to target a growing global consumer base of children, where even the youngest consumers are proving increasingly interested in cosmetic products.

Canadean’s research shows that kids aged nine and under are responsible for 9.5 per cent of makeup and skincare consumption globally, and kids aged 10 to 15 responsible for 7.1 per cent. Combined, their consumption was worth over US $13.8 billion globally in 2013 and this figure is set to hit $18.1 billion by 2018.

To capitalise on this lucrative market and encourage parents to buy on behalf of their children, O’Connor suggests, “Brands need to present offerings that are specifically formulated for the young.”

However, she also warns, “Cosmetics products for youngsters must be positioned with around concepts such as having fun, teaching children to take care of their skin and allowing them to express their individuality. Marketers must be careful not to promote the ranges in ways that could encourage self-images issues or teach youngsters that physical beauty is a goal they must aspire to.”