2012.01.27
These last few years, “beauty appliances” like facial massagers and multi-function hairdryers have created a boom in the Japanese beauty industry. In this issue we are focusing on hot selling items that are enjoying great popularity. Women who want to be more beautiful should check them out, but so should businessmen who strive for cleanliness.
Teenagers and men are regular users too! What's the secret of this popularity?
In this issue we covered the electronic retail store "BIC Camera Yurakucho Store". In September of 2009 this branch of the retail giant opened "BIC Beauty", a department specializing in beauty appliances. Ayano Nagumo, who manages the department, told us about the reason beauty appliances are so popular and showed us some hot selling products.
"I think that the biggest reason beauty appliances are so popular is that there is now a wider variety for people to choose from. In recent years domestic manufacturers have launched high quality products one after the other, leading to a wider variety of choices. The price range has also gone down from before, making them easier to purchase. In addition, 2010 marked the advent of what is called "moba-byu" (which is an abbreviation for "mobile beauty"). Products so small that they can be carried around are popping up one after the other and the boom is showing signs of getting even bigger. In recent years, summer heat and winter dryness has been extreme and there are more people who are concerned about their hair and skin, which has also contributed to their popularity."
The growing fan base shows just how large this boom is.
"Our main customers are women in their 20s and 30s, but there are male customers as well. Of course some of these men come to pick out a present for a woman in their life, but there are more than a few businessmen between 20 and 50 years old who buy these products for themselves."
In the store today we saw a female high school student eagerly picking out a hairdryer. Regardless of their age or whether they are men or women, everybody in Japan who cares about their looks and appearance is taking notice of beauty appliances. Is the day getting close when the boom will go global?! Be sure to check out the different categories of the shop's hot selling items and find your favorites!
SHOP hot sellers! Face care items
SHOP hot sellers! Hair care items
SHOP hot sellers! Body care items
SHOP hot sellers! Oral care items
SHOP hot sellers! Hair removal items
SHOP hot sellers! Relaxation items
BIC Camera Yurakucho Store
1-11-1 Yurakucho, Chiyoda-ku, Tokyo Telephone: 03-5221-1111 Hours: 10AM to 10PM *BIC Beauty is located on the 3rd Floor
http://www.biccamera.co.jp/shoplist/yurakucho.html
http://www.biccamera.com/
*The content of this article contains informatiton based on an interview conducted in the middle of January, 2012. The products stocked, prices and services are subject to change.