One interesting fact about the current male beauty market is the great interest in grooming shown by men in their late 30s to 40s. According to a survey conducted by Recruit's Lifestyle Beauty Research Center of male office workers, 59.2% of men aged between 25 and 34 said that they had received a skincare service; for men aged between 35 and 44, that figure was almost identical, at 59.3%. That's perhaps indicative of the shift in the Dankai Junior generation (children in the baby-boomer generation born after the war in 1945) who have become middle aged, having grown up familiar with fashion and makeup. Such men have considerable economic power, which they enjoy spending on grooming and beauty products.

Another reason behind the increasing interest in grooming shown by middle-aged men is the rising importance of one's appearance in workplace contexts. The rising number of female employees at work has led men to take greater interest in maintaining good looks. A survey conducted in Japan found that 90% of female office workers said that neat appearance (well-groomed look and good body odor) is the key to a good first impression for male office workers. Such thinking among female colleagues has led middle aged men in particularly to become more interested in grooming, which is now considered a business skill.

The change in men's attitudes to beauty has coincided with a boom in beauty services for men in Japan. QUICK GROOMING STATION is a grooming service shop in Japan that offers more than 20 types of waxing services, as well as other grooming services for both the face and body. Japanese men can take time out of their busy lives to get their nails done and have a facial service at a reasonable price. QUICK GROOMING STATION services include a short 15-minute service at a low price that's become a hit among local office workers.

Rather than sitting idly by as more and more customers flock to salons, barbershops are changing the services they provide to capitalize on the surge in popularity among the male grooming market. The hair salon HIRO GINZA, which runs 10 branches in Ginza, Shinbashi and other built-up areas in Tokyo, is famed as a sophisticated barbershop. The services it offers include a head spa and ultrasonic esthetic, as well as basic cuts, trims, perms, and coloring. Its affordable cost of 2,000 yen per 20 minutes particularly appeals to office workers wishing to take good care of their looks.

What's more, a series of anti-stink seminars run by the Japanese male cosmetics provider Mandam from June has attracted more than 1,500 people from 10 companies, a reflection of the growing awareness of "Smell Harassment". Little wonder, then, that among all the different male beauty markets, it's the grooming market that is particularly booming in Japan. This trend turns on its head traditional notions of female beauty, by showing how both men and women can enjoy taking pride in their beauty and appearance.

I will continue to deliver news about the Japanese beauty market through News Square!