Japanese consumers shrug at AI beauty, market growth falters, Mintel says

Researchers identify a persuadable majority that values long-term results.

More than six in 10 Japanese consumers feel indifferent towards artificial intelligence in fashion and beauty, according to a Mintel report.

The report sees this Persuadable Majority as a pivotal group with the potential to shape the future of AI adoption.

“The opportunity lies in persuading them by demonstrating how AI can solve real beauty problems rather than merely showcasing its technical capabilities,” Mintel said.

However, AI struggles in beauty because it is fundamentally sensorial—texture, scent, comfort and long-term results are central to consumers’ purchase decisions.

Despite being amongst the top three AI patent publishers globally in consumer goods, Japanese consumer adoption remains cautious.

“Japanese consumers may be slower to adopt, but nearly half actively keep themselves informed about new developments,” the report said.