Women in Tokyo apply makeup more frequently and extensively than women in other Asian cities because how other people see them is considered a vital concern, according to a survey on Asian women's lifestyle by Kanebo Cosmetics Inc.
"Tokyo women are distinct for their wish to be stylish and 'kawaii' (cute), for their emphasis on surface qualities, for their awareness of human relationships, and for their concern over how others see them," Kanebo's research arm, Beauty Research Laboratory, said.
"Many women (in Tokyo) still feel embarrassed to appear outside the home without makeup," it said. "The Tokyo responses on the frequency of makeup use reflect this attitude."