Numerous aesthetic salons, fitness clubs and magazines featuring makeup techniques provide steadfast evidence of how seriously Japanese women, regardless of their age, take the pursuit of physical beauty.
Having been enticed by the seemingly lucrative Japanese cosmetics market, which is subject to planned deregulation measures, French cosmetics maker Phyto Lierac is seeking to increase its presence in Japan.
"Among foreign cosmetics makers, we are a latecomer to the Japanese market," said Farida Daoud Almadowar, a founding member of the company and its current vice president. "But I'm confident of our success here. I believe that Japanese women will understand the concept behind our products and accept them."