Expanding Recognition and Understanding of Care Beauty Services in Japan

The recent survey conducted by Mirai Project, which runs the Care Beauty Institute focused on elderly beauty services, has revealed an impressive rise in recognition of "Care Beauty" in Japan. Among the general population, 34.5% now acknowledge familiarity with the term, indicating a notable 10-point increase over the past year, while recognition among healthcare and nursing professionals stands even higher at 50.2%. This surge in awareness can be attributed to several key factors, including the increasing demand for these services, which currently cater to around 30,000 users annually, and the growing societal interest in elderly care ahead of legal reforms set for 2026.

Survey Results

General Awareness

In a nationwide survey conducted with 1,409 individuals aged 10 to 70, responses indicating awareness of the term "Care Beauty" reached 34.5%. This substantial growth reflects a significant shift in public perception, setting a foundation for broader understanding of services aimed at enhancing both physical and psychological well-being of the elderly.

The concept of Care Beauty encompasses a range of services including care nails, care esthetics, and make-up support tailored specifically for the elderly, thereby improving their quality of life (QOL) and promoting physical functionality. It has emerged as a crucial service outside the standard care insurance framework, complementing the mental health support that is increasingly sought in care settings.

Industry Recognition

Interestingly, acceptance of Care Beauty services is advancing at a faster pace within the healthcare and nursing fields compared to the general populace, with 50.2% of 626 surveyed healthcare professionals acknowledging familiarity with the term. Notably, 15.3% of those familiar with Care Beauty reported learning about it through their workplaces, a stark contrast to the 5.8% in the general public, underscoring the ripple effect of word-of-mouth and internal sharing within care institutions.

Understanding of Services

The understanding of Care Beauty services also witnessed a commendable increase; 18.1% of the general population comprehensively grasp the service offerings, marking a 1.5 times increase from the previous year's figure of 12.4%. This deepening understanding illustrates a shift from mere recognition of the term to a genuine awareness of the specific care initiatives that can significantly enhance elderly living standards.