THE WHAT? Record-breaking temperatures exceeding 40°C in Japan are driving rapid growth in cooling beauty, personal care and hygiene products, prompting manufacturers to expand innovation across multiple consumer categories.
THE DETAILS As prolonged heatwaves reshape consumer demand, companies are introducing products designed to deliver cooling benefits beyond traditional seasonal offerings. Shiseido has launched Sorbet Serum, a freezer-activated skincare essence that transforms into a sherbet-like texture to cool overheated skin. Kobayashi Pharmaceutical has introduced a herbal remedy targeting heat-related sleep disruption, while Unicharm has expanded its cooling portfolio with menthol-infused sanitary pads, adult incontinence products that reduce internal temperature, and cooling sheets for pets. According to market research firm Intage, Japan’s cooling goods market, including cooling sheets and antiperspirants, reached ¥58.3 billion last year, more than 50% higher than four years earlier. Demand is also extending beyond the traditional July-August peak as hotter conditions begin earlier and last longer. Rising cases of heatstroke, both among consumers and in workplaces, are further accelerating demand for heat-mitigation products.
THE WHY? The sustained rise in extreme temperatures is transforming cooling functionality from a seasonal feature into a core product innovation strategy, creating new opportunities for beauty and personal care manufacturers to differentiate products and capture long-term consumer demand.
Source: Seoul Economic Daily
