Editor’s Note
This article reports on the latest developments in Japan’s J-Beauty national strategy, highlighting the 8th meeting of the LDP-led study group and the government’s response to industry recommendations.
The “J-Beauty Industry Study Group” (chaired by Minister of Internal Affairs and Communications Yoshimasa Hayashi), composed of Liberal Democratic Party lawmakers, held its 8th meeting on the 13th at the House of Councillors Members’ Office Building, announcing progress on recommendations submitted to the government in May. During the meeting, relevant ministries and industry associations reported on the reflection of these recommendations in the government’s basic policy on economic and fiscal management and reform (the “Grand Framework”), growth strategy, and intellectual property promotion plan, as well as the preparation status of the “J-Beauty Industry Consortium (tentative name)” aiming for establishment within the year, and the review of cosmetic advertising regulations.
House of Representatives member Fumiaki Kobayashi, responding to media after the meeting, explained:
While noting that formal Cabinet approval is still pending, he added:
The Ministry of Economy, Trade and Industry (METI), based on the interim report of the “Cosmetic Industry Competitiveness Enhancement Study Group,” outlined measures to support companies’ overseas expansion, including support for participation in overseas exhibitions through the Japan External Trade Organization (JETRO) and the development of overseas market and regulatory information. METI indicated a direction to promote not only cosmetics but the entire J-Beauty industry, including beauty devices and beauty services, in coordination with the Cool Japan strategy.
From the private sector, Kazutoshi Kobayashi, Chairman of the Japan Cosmetic Industry Association (and Chairman of KOSÉ Corporation), explained the preparation status for the “J-Beauty Industry Consortium (tentative name).” The consortium plans to establish a preparatory committee in September and aims to become a general incorporated association by December. In addition to cosmetic manufacturers, a wide range of businesses including beauty devices, beauty appliances, OEM/ODM, hair and beauty salons, nails, and esthetics are expected to participate. Working groups will be set up to discuss overseas strategies, brand certification systems, and countermeasures against illegal advertising.
The revision of cosmetic advertising regulations is scheduled for FY2027 (Reiwa 9). Details were not provided in this report, but it was noted as a key agenda item discussed with relevant ministries and industry associations.