The Impact of Japanese Cosmetics on Global Influencers: Insights from PEPPER LIKES Survey

In a recent survey conducted by PEPPER LIKES, a matching platform for international influencers operated by LIFE PEPPER, 176 foreign influencers well-versed in Japanese products were asked, "What Japanese products should be more known globally?" The results revealed that cosmetics topped the list, with premium skincare and affordable makeup products sharing the top position. This indicates a significant preference from travelers and influencers alike, suggesting an opportunity for Japanese brands to capture international attention.

Background of the Survey

Demographics of Foreign Visitors

According to research by Japan's Ministry of Land, Infrastructure, Transport and Tourism, 65% of inbound tourists are from Generation Z (ages 15-28) and Millennials (ages 29-44), highlighting the importance of understanding these demographics. As influencers can directly impact purchasing decisions, especially in family travel scenarios, their insights can aid in boosting local economies by identifying trends in this age group’s preferences.

The Role of Social Media

Social media platforms like Instagram, YouTube, and TikTok are vital for foreign visitors, with over 80% relying on these sources for shopping decisions while traveling. Among Generation Z, this number rises to 90%. Furthermore, a study in the Journal of Emerging Trends in New Research indicated that the makeup category saw a staggering 80% influence from social media channels, underlining the necessity to leverage these platforms in marketing strategies.

Survey Details

- Participants: 176 international influencers aged 20 to 50 with an interest in Japanese culture, specifically focusing on those with up to 100,000 followers.
- Countries Represented: Influencers hailed from 26 countries, including the US, Canada, Australia, and several European nations.
- Method: An internet survey conducted between June and July 2025.

Key Findings

When asked about products that should gain more international attention, influencers unanimously chose cosmetics, particularly premium skincare and affordable makeup. Brand names that frequently appeared include:
1. CANMAKE - Known for products like Glow Fluffy Cheek and Marshmallow Finishing Powder.
2. CEZANNE - Popular for the Sebum Control Base and Nuance On Eyeshadow.
3. Heroine Make - Recognized for its Long & Curl Mascara and Smooth Liquid Eyeliner.

Insights from the Results

The selected products often fall under the 'affordable luxury' category in Japan, easily accessed at drugstores. Two common factors stood out among the popular brands:
1. Heritage and Quality: Both CANMAKE and CEZANNE are from long-established Japanese manufacturers, with over a century of product innovation. Their commitment to high-quality ingredients and effectiveness resonates with consumers abroad.
2. Natural Aesthetics: Japanese products often prioritize natural color palettes, appealing to influencers and consumers valuing subtlety and understated beauty. This contrasts with trends in Western markets, where bolder statements are prevalent.

Future Marketing Strategies

The findings suggest a robust opportunity for PEPPER LIKES to promote Japanese makeup internationally through influencer partnerships. With high engagement from foreign audiences, videos showcasing makeup transformations and tutorials will likely enhance purchase intent—data indicates 68% of viewers are inclined to purchase products after viewing influencer content.

For instance, a Canadian influencer’s transformation video using CANMAKE amassed over 145,000 views, underscoring the high engagement and interest in Japanese makeup products.

Conclusion

PEPPER LIKES is set to elevate the visibility of Japanese makeup products on global platforms through strategic influencer partnerships. By building effective connections and tracking consumer behavior pre-visit, we aim to strengthen the international competitiveness of Japanese brands in the beauty sector, ultimately enriching the local economy.

About LIFE PEPPER

LIFE PEPPER, located in Chuo-ku, Tokyo, offers extensive support for international marketing and brand awareness, focusing on the beauty sector among others. For inquiries about PEPPER LIKES, please contact us via the provided email channels.

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