Summer essentials: Warm weather driving sales of spray-type sunscreens and humidity-proof hair styling in Japan

These findings were collated by researchers from Japanese media and retail firm istyle Inc. which runs the popular online beauty community @cosme and also enjoys a retail presence in Japan, Taiwan, Hong Kong and Thailand.

Its research team analysed around 80,000 reviews on the @cosme beauty portal, as well as sales at @cosme TOYKO outlet over the past month.

With warmer weather approaching, more beauty consumers are concerned about issues such as make-up separation, greasy scalps, and body odour.

Sunscreen was among the most discussed products on the digital platform. In particular, there was an increase in the mention of spray-type sunscreens, due to their perceived ease of use.

“As the number of opportunities to go out increases and daily life returns, there is a growing demand for easy-to-use products, and there is a possibility that easy-to-use formats such as sprays, sticks, and pumps will grow,”​ said the report.

The report highlighted Japanese sun care brand UV-Yohou by Ishizawa Laboratories and its Make-up Protection UV Spray, which works as a make-up setting spray as well as sun protection.

This product has been gaining traction as @cosme users have found it to be ‘useful’​ and ‘easy to reapply on top of make-up’​ as per reviews.

Furthermore, analysis of the reviews revealed more emphasis on hair styling products that can combat the humidity that comes with summer weather.

This meant more demand for products to control frizz and set styles, as well as dry shampoos which can refresh hair and scalp on the go.

Cross-referenced with sales data from the @cosme TOKYO store, six out of ten bestsellers were hair stylers in a handy mascara format, which make it easy to carry around and use on the go to tame hairstyles.

Colour trends

In addition, @cosme is continuing to see interest in make-up products continue to increase after two years of the pandemic.

Drugstore make-up brand KATE continued to trend with its best-selling Lip Monster, a transfer-resistant, mask-friendly lipstick. The product was in such overwhelmingly high demand when it launched mid-2021, that the brand struggled to keep it in stock​.

Another similar product that has gained traction is the Kiss Cosmetics Lip Armour, a lip tint which, like Lip Monster, claims to be long-lasting despite having a glossy finish.

This illustrated that consumers are still interested in mask-friendly lip products. Currently, Japanese health authorities advise that the public should continue to wear protective face masks unless outdoors.

The report also predicted that mauve is likely to be the colour of the season, which make-up brands like Kiss Cosmetics and Canmake releasing popular shades of the colour.

Furthermore, the report highlighted that it has observed an increase in mauve as a keyword after Japanese hair and make-up artist Hiro Odagiri released a make-up video featuring mauve shades on May 25.