Japanese fashion e-commerce platform ZOZOTOWN launches a new way to sell cosmetics

As the largest fashion website in Japan , ZOZOTOWN has 5.33 million active female members and has always attracted the attention of many cosmetics sellers. For Chinese sellers, the vertical e-commerce ZOZOTOWN is also a good choice.

Recently, ZOZOTOWN launched a pair of skin color measurement glasses that can help consumers experience and order cosmetics online .

The glasses, called "Zozoglass," are covered with colored blocks and markers. Scanning them with a smartphone will detect your skin color, and through ZOZO's proprietary technology algorithm , it will recommend customized cosmetics to the user to perfectly match the unique skin color. Zozoglass is currently available for pre-order and will start shipping in March . Initially, it will be limited to basic products, and will then be expanded to other product lines.

According to ZOZO’s internal survey, among ZOZOTOWN’s customers, fashion is the most searched topic on social media, followed by beauty and cosmetics.

Active female members of ZOZOTOWN spend an average of 82,299 yen on cosmetics each year, which is 2.2 times higher than the average Japanese household’s spending on cosmetics (37,794 yen). In addition, 73.7% of ZOZOTOWN’s female members buy cosmetics online, and 36% of their online spending is for cosmetics.

Traditionally, Japanese people go to large department stores, then go to the counters, and then try the products . After all, the cosmetics industry is a feeling-driven industry, and on-site consultation and product testing can lead to the right products for you .

Due to the outbreak of the epidemic, lack of sensory experience and limited social activities, Japanese people's demand for cosmetics fell by 70% in 2020 .

But falling demand doesn’t mean all hope is lost. As Japan’s largest fashion e-commerce platform , Z OZOTOWN ’s unique augmented reality experience product shows people another future for the cosmetics industry : e-commerce platforms use fashion technology to help consumers overcome their concerns about online purchases and give consumers a good shopping experience.

Fashion technology also provides a new development direction for sellers. As one of the participants in the e-commerce platform, sellers can also enjoy the dividends brought by this change, and their products can better gain recognition and favor from consumers.

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cosmetic

ZOZOTOWN