THE WHAT? Beiersdorf has launched its dermatological skin care brand Eucerin in Japan, marking the brand’s entry into the world’s third-largest cosmetics market
THE DETAILS The rollout is led by the Eucerin HARI FILLER anti-aging range, developed specifically for Japanese consumers by NIVEA-Kao. The premium line is positioned at the intersection of dermatological efficacy and high-sensory skin care, reflecting local consumer expectations around performance, texture and formulation quality.
The range features Bakuchiol EX, based on 99% pure bakuchiol derived from plant seeds of Asian origin, selected for its skin cell activation properties and broad tolerability. Packaging incorporates recycled plastics and is refill-ready, aligning with Japan’s sustainability norms and established refill culture.
The launch expands Beiersdorf’s Derma business footprint in Asia and adds Japan to Eucerin’s global market presence, where the brand is positioned around science-backed, dermatology-led skin care.
THE WHY? Japan’s scale, premiumisation and demand for clinically supported skin care present a strategic growth opportunity for Beiersdorf, as it looks to unlock white space in dermatological beauty beyond its core European markets.
Source: WebWire
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