Shiseido has launched a seminar aimed at male students to help them improve their grooming skills, as the market for men's cosmetics continues to grow and influences job hunting practices in Japan.
In Japan, the men's cosmetics market is expanding significantly, with a notable impact on job hunting practices among male students in universities and vocational schools. Shiseido, a leading cosmetics manufacturer, has responded to this trend by organizing a seminar titled 'Freshers Seminar for Job Hunting Support,' aimed at teaching young men appropriate grooming techniques. The seminar, held in early March, was attended by students who are encouraged to focus on skincare and grooming habits, acknowledging the evolving societal norms where grooming is no longer exclusively a female concern.
During the 90-minute session, participants learned how to improve their appearance with techniques that include applying moisturizer, facial oils, and using eyebrow pencils to shape their brows. The advice shared by the seminar instructors stresses the importance of maintaining a clean and polished look, particularly since male skin tends to be oilier and prone to dryness. Students left the seminar positively, with many stating they gained valuable insights that surpassed what they had learned independently from online sources. One participant noted a considerable improvement in his facial appearance after receiving proper skincare education.
As online interviews have become more prevalent, more attention is being paid to personal appearance among job seekers. Shiseido’s seminar has seen a dramatic increase in participation, with numbers soaring 5.5 times compared to 2019 levels before the COVID-19 pandemic. Research indicates that the men's cosmetics market is predicted to reach 49.7 billion yen in 2024, reflecting a 1.8-fold increase over five years, highlighting a shift in preferences among young men towards grooming and cosmetics that align with professional environments.
