Shogakukan survey reveals beauty trends among Japanese elementary school girls

A survey conducted by Shogakukan’s ‘JS Research Institute’ has revealed emerging beauty trends among Japanese elementary school girls. The study, which surveyed readers of magazines such as ‘Pucchi Gumi’ and ‘Ciao’, found that 54.6% of upper elementary school girls have experience using makeup.

Key findings indicate that upper elementary students primarily use makeup for outings, playing, or school recitals. Among preferred cosmetic brands, ‘Canmake’ ranked first, followed by the Korean brand ‘Rom&nd’ and the affordable brand ‘Cezanne’. This suggests a strong preference for budget-friendly, ‘petit-price’ cosmetics.

Regarding skincare, lower elementary school girls showed a high interest in nails and lips, while upper elementary students prioritized sunscreen and base makeup, reflecting an increasing awareness of UV protection and skin health. Acne was identified as the most common skin concern among older elementary students.