It might seem as though an Asian beauty boutique filled with anime-inspired cosmetics would appeal to a young demographic of female tweens and teens, Bandai's 'Otona Joshi Biyori' is set to specifically target groups of women in their 20s and 30s.
The "character beauty shop" on Tokyo Character Street will feature a variety of cosmetics from franchises like Sailor Moon, Hello Kitty and Rascal the Racoon, appealing to grown-up women who get a sense of nostalgia from the familiar animated characters.
It isn't often that merchandise can be licensed in such a way to appeal to people of all ages, but in Asia, elements from popular anime series have successfully been integrated into everything from cafes and clothing to toys.
Anime Beauty Boutiques
Bandai's 'Otona Joshi Biyori' Appeals to Adult Women with Cute Cosmetics
Trend Themes
1. Anime-inspired Cosmetics - There is an opportunity for companies to create beauty products that tap into the nostalgia of adults who grew up watching popular anime shows.
2. Character-based Merchandising - Creating merchandise centered around beloved animated characters can appeal to consumers of all ages and create a sense of brand loyalty.
3. Nostalgia Marketing - Businesses can use nostalgia as a marketing tool to appeal to consumers who have emotional connections to certain pop culture icons.
Industry Implications
1. Cosmetics - Cosmetics companies can create product lines that incorporate popular anime characters to target adult customers looking for unique, nostalgia-inducing beauty products.
2. Merchandising - Incorporating famous anime characters into merchandise can attract consumers of all ages to increase revenue and create brand loyalty.
3. Pop Culture - Businesses, especially those in media and entertainment, can utilize nostalgia from popular culture to attract customers and create emotional connections to existing franchises.