Pride in prod­ucts

A yen for Ja­panese ex­cel­lence.

The Star Malaysia - Star2 - - TRENDS - By SAN­DRA LOW star2@ thes­tar. com. my

WATCH­ING a video on how Ja­panese beauty prod­ucts are tested was not only amus­ing, but also eye- open­ing.

Ja­pan Beauty Week re­cently or­gan­ised by Ja­pan Cos­metic In­dus­try As­so­ci­a­tion ( JCIA), with the sup­port of the Ja­pan Em­bassy, was aimed at dis­sem­i­nat­ing in­for­ma­tion about the coun­try’s cos­metic man­u­fac­tur­ing tech­nol­ogy and to pro­vide an av­enue for busi­ness de­vel­op­ment.

The video showed a se­ries of lab­o­ra­tory qual­ity tests of beauty prod­ucts by pres­tige Ja­panese beauty brand Shi­seido. It in­cluded repet­i­tive drop­ping of cos­metic cases, in­spec­tion on the smooth- ness of make- up pen­cils through repet­i­tive draw­ing to the rig­or­ous vi­bra­tion of Shi­seido prod­ucts in­side a purse!

So, the next time you fork out a ton of money for your range of lux­ury Ja­panese cos­met­ics, it will come with peace of mind that not only will you have a sturdy cos­metic case that will likely out­live its con­tent, it will sur­vive the bru­tal pot­hole vi­bra­tions on Kuala Lumpur roads!

It is this at­ten­tion to de­tail and the inim­itable Ja­panese pride in cre­at­ing qual­ity prod­ucts that re­sulted in Ja­pan’s over 33 bil­lion Yen ex­port value in 2014, to coun­tries such as Hong Kong, Tai­wan, China, Thai­land and Sin­ga­pore, among its ex­port des­ti­na­tions.

“It is a well- known fact that be­hind the tech­nol­ogy of Ja­panese in­dus­tries, there is a long tra­di­tion of re­spect for na­ture, the arts to mas­ter the se­crets and tech­no­log­i­cal in­no­va­tions; rea­sons why Ja­panese prod­ucts are widely ac­knowl­edged as the most ad­vanced,” said Tet­suya Kambe, di­rec­tor of In­ter­na­tional Divi­sion of the JCIA.

Brands that were show­cased at the Ja­pan Beauty Week held at the Ja­pan Am­bas­sador’s res­i­dence in­cluded Shi­seido, Kanebo, Kose, Me­nard, Kao and Sunstar Sin­ga­pore ( which man­u­fac­tures Ora2, oral beauty care).

With an Asian de­mo­graphic that highly val­ues clear skin or pig­men­ta­tion free skin, the Ja­panese beauty brands have been at the fore­front of de­vel­op­ing whitening ac­tive in­gre­di­ents such as ko­jic acid, ar­butin, el­lagic acid, cham­momilla ex­tract, tranex­amic acid, among sev­eral oth­ers.

In­ter­est­ingly, Kambe pointed out that cur­rently Ja­pan has a large el­derly pop­u­la­tion aged 60 and above and it is pre­dicted that Malaysia will ex­ceed the world av­er­age in 30 years when its el­derly pop­u­la­tion will reach about 30% of its to­tal pop­u­la­tion in 2100.

Which is why Ja­pan is fo­cus­ing its re­search ap­proaches in the three big top­ics in skin­care: moisturising, whitening and anti- age­ing.

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