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Japanese eponymous businessmen light up the make-up industry amid the epidemic

TOKYO (AP) – The coronavirus epidemic has brought the financial collapse of many Japanese companies in Japan to the brink of extinction, but Tokumi Tezuka, the owner of Tokyo Men’s Hair Salon, is seeing an expansion of its customer base.

Japanese businessmen aged 40-50, 50-60, who had little interest in cosmetics since the epidemic, increasingly visited Izemen-Works’s Tezuka salon in the hope of looking better online.

Shiseido, a major personal care company, says one of its men’s makeup lines grew in double digits during the epidemic. The officials of the company bring such a reasoning. Men who often encounter the appearance of their face during online dating want to improve what they see.

“In the past, most of our clients were males in their teens and early twenties, but thanks to long-distance work, we now have more entrepreneurs,” Tezuka said. Unlike many young men who want to make a drastic change, older entrepreneurs want to show off a little better through makeup, he said.

“Men in their 40s, 50s and 60s come to our salon because they feel they have to put on make-up,” he said. Tezuka said this is because home-based business owners have more opportunity to see their faces during online dating, thus taking more care of their appearance.

The men’s beauty industry is expanding in Aponia. According to research firm Fuji Keizai Group, the men’s cosmetics market has grown from about 600 billion yen ($ 5.5 billion) to an estimated 623 billion yen ($ 5.7 billion) from 2018 to 2019.

Tezuka said older entrepreneurs tend to spend more money, visiting more regularly, than those in their 20s and 30s.

One of the customers, 44-year-old Yoshihiro Kamichi, recently came to Tezuka to buy makeup for the first time.

Kamichi chose make-up for her eyelids and laid the foundation on her face. The make-up artist carefully cut the eyebrows, outlined the nose, and the face with a brown shadow.

“Who is this man?” “I was amazed at how different I looked,” Kamichi said, looking at himself in the mirror.

One of the world’s oldest cosmetics companies, Shiseido, last month released free makeup filters that allow male users to wear masculine beauty products like mottled balms.

After Shiseido launched makeup filters for women for online dating last year, such as Zoom, business comments flooded social media accounts asking for filters for men.

Shiseido Men’s Care brand Uno is now expanding its target age for cosmetics from men in their 20s to men in their 40s.

“I think the coronavirus has created a condition that encourages businesses to be more aware of the condition of their skin,” said Yosiyuki Matsuo, Assistant Manager of Uno Branding. “Even against the background of the epidemic, we have seen double-digit growth.”

Matsuo will not elaborate on Uno’s growth.

To make cosmetics available to men, the Japanese cosmetics store @Cosme Tokyo created a whole section dedicated to և unisex men’s makeup last year in their newly opened store in front of Harajuku Station, a trendy area in Tokyo.

One of the last clients, 24-year-old hairdresser Kenta Yamashita, uses cosmetics every day.

“There are men who can not buy cosmetics because it is difficult for them to accidentally let them in. “I think it’s nice to have this department now,” Yamashita said. “But I would like them to make that area bigger so that men can come in more casually.”


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