Consumer survey reveals trends in winter beauty rewards

A joint survey by Neo Marketing and PA Communication, titled ‘BEAUTY INSIGHTS JOURNAL’, reveals consumer trends regarding winter ‘self-reward’ cosmetics among women aged 20 to 59 in Japan.

Approximately 79% of respondents expressed interest in purchasing Christmas coffrets or winter limited-edition items. The primary drivers for this interest are limited-edition colors (55.1%) and special packaging designs (44.0%).

However, the survey highlights a significant challenge in availability: 66.3% of respondents reported having missed out on purchasing limited-edition items in the past. This trend is most pronounced among women in their 20s (73.5%) and 30s (71.3%). When unable to secure limited editions, many consumers shift their purchasing behavior toward the brand’s standard, high-functionality products rather than abandoning the brand entirely.