Every year, Biteki‘s reader survey reveals interesting aspects of their readers. In the last couple of years, I have found some statistics particularly fascinating.
Among the recently surveyed 664 Biteki readers (average age 31.2), their average monthly expenditures on makeup and skincare (in 2007) are:
Makeup: 8030 Yen (74.8 USD, 38.5 GBP)
Skincare: 13110 Yen (122.1 USD, 62.8 GBP)
(from Biteki February 2008, p. 38)
When I compare my own expenditures with the average figures, there are some intriguing observations.
First of all, I used to spend more money on skincare than on makeup products. But, in recent years, it has been the opposite. At the moment, purely in terms of the ratio between my skincare and makeup expenditures, mine is somewhat close to the reverse of what we see above.
Secondly, I was particularly fascinated by the expenditure on makeup. The people surveyed are Biteki readers, who are probably more interested in cosmetics and more eager to try out new products than the rest of the general public in Japan. If this is the case (and if we think about the four potentially “damaging” bombardments of seasonal collections every year), it appears that 74.8 USD, for them, isn’t a large sum of money and leaves relatively little room for experimenting or collecting after the regular re-stocking (like replacing mascaras and refilling the foundation). (Bear in mind that it is entailed that some surveyed readers spent less or much less than 74.8 USD per month.)
Also, most of the products on the readers’ favorite lists are from high-end department store brands and would eat up a big portion of the 74.8 USD. (For example, both the readers’ favorite eye palette (from Lunasol) and powder foundation (from Albion Exage) cost around 50 USD.) From this, it appears that the average Japanese consumer is quite selective in buying cosmetics.
Thirdly, while I do think that 122.1 USD can be quite a lot to spend on skincare products in a month, this amount doesn’t strike me as unusual. Apart from the fact that Japanese brands tend to update their skincare lineups much more frequently than most western brands, it seems that many Japanese brands feature more elaborate skincare routines. So there are potentially more products to purchase on a regular basis.
What is your take on these figures? Are these average spendings more or less than what you would expect? How would you compare your spending habits with those of a typical Biteki reader in Japan? Have your spending habits and preferences changed over the years?
Biteki Readers’ Favorite Cosmetics Products in 2006
(Find out what they are!)
My Ultimate Makeup Archive
(getting larger month by month)