According to Mintel, the medicalization of beauty refers to the increased demand for evidence behind claims and the creation of value through ingredient-driven products.
The result is a focus on ingredient quality and product proven effectiveness, while leveraging technology to simplify your routine.
This is driven by a variety of factors, including demands for effectiveness and transparency.
Additionally, the growing popularity of non-invasive cosmetic procedures is accelerating this trend.
“[In Japan,] kSearch for “Botox” by keyword (botox) and thread lifting (thread lift) has also been on the rise over the past five years, indicating increased consumer awareness and interest in medical procedures. ” Reiko Hasegawa, senior beauty and personal care analyst for Japan at Mintel, said:
According to Mintel data in 2022, 37% of Japanese consumers “We believe it is okay to undergo non-invasive surgery to improve your appearance.”
Hasegawa believes these trends may have influenced Shiseido’s decision to acquire an American skincare brand.
“At the same time, many consumers find these procedures expensive, which is driving demand for physician-driven, science-based skin care products that provide consumers with at-home alternatives. ”
strategic acquisition
The Japanese beauty giant announced that it has signed a definitive agreement to acquire Dr. Dennis Gross on December 22, 2023.
Gross founded the eponymous brand in 2020 with his wife, Carrie Gross, a former skin cancer researcher and practicing dermatologist who is also the brand’s CEO.
The brand gained a cult following with Alpha Beta Daily Peels, which remain the brand’s signature product today.
“Dr. Dennis Gross Skin Care is an interesting addition to Shiseido’s expanding brand portfolio. The brand will continue to promote Shiseido’s products to customers around the world, especially those seeking a deeper understanding of the effectiveness of their products. It has complementary potential. It is in line with Shiseido’s strategic focus on prioritizing prestige aesthetics.” said Mr. Hasegawa.
He also noted that the acquisition underscores its strategic importance and is expected to benefit Shiseido by putting it in a better position to expand and increase its market share, especially in the United States.
“The acquisition of Dr. Dennis Gross Skincare, which has an established presence in the U.S., positions Shiseido for growth in this market and will also help us meet evolving consumer needs in the highly competitive skincare industry. Masu.”
Hasegawa added that several Japanese cosmetics companies are already focused on expanding the U.S. market.
As Shiseido’s business expands into the Americas, it is expected that other Asian companies will explore similar growth strategies.
One such company is Kose Corporation, which has made moves that show it is interested in strengthening its presence in the United States, Hasegawa said.
“One company to keep an eye on is Kose Corporation, which recently appointed Ms. Kimchine, who joined from Amorepacific USA, as Vice President of Kose America. We are planning to launch.”
