# Anime Beauty Boutiques Bandai's 'Otona Joshi Biyori' Appeals to Adult Women with Cute Cosmetics By Laura McQuarrie | Published 2016-06-17 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/beauty-boutique References: [japantrends](http://www.japantrends.com/bandai-targets-adult-women-tokyo-station-character-store/) It might seem as though an Asian beauty boutique filled with [anime-inspired cosmetics](https://www.trendhunter.com/trends/sukoshi) would appeal to a young demographic of female tweens and teens, [Bandai's](https://www.trendhunter.com/trends/tamagotchi-multi-carry-balm) '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](https://www.trendhunter.com/trends/jimmy-choo-x-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. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 70% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **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. - **Character-based Merchandising:** Creating merchandise centered around beloved animated characters can appeal to consumers of all ages and create a sense of brand loyalty. - **Nostalgia Marketing:** Businesses can use nostalgia as a marketing tool to appeal to consumers who have emotional connections to certain pop culture icons. ### Who This Affects Most - **Cosmetics:** Cosmetics companies can create product lines that incorporate popular anime characters to target adult customers looking for unique, nostalgia-inducing beauty products. - **Merchandising:** Incorporating famous anime characters into merchandise can attract consumers of all ages to increase revenue and create brand loyalty. - **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. ## Related on Trend Hunter - [Beauty Character Keychains](https://www.trendhunter.com/trends/jiyu-chan.md) - [Inaugural Anime-Inspired Retail Stores](https://www.trendhunter.com/trends/hypland1.md) - [Cute-Themed Collectible Bags](https://www.trendhunter.com/trends/sugoi-mart.md) - [Plush-Inspired Sensorial Cosmetics](https://www.trendhunter.com/trends/ulta-beauty-x-squishmallows.md) - [Game-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/beneland.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Youth-Oriented Beauty Branding](https://www.trendhunter.com/trends/youthoriented-beauty.md) - [Anime-Inspired Tea Products](https://www.trendhunter.com/trends/studio-ghibli-tea.md) - [Youth Beauty Boutiques](https://www.trendhunter.com/trends/hamleys-boutique-be-you.md)