L2’s Digital IQ Index: Japan Beauty finds that Japanese Beauty sites are pared down in functionality. Just four local brands (Dr. Ci:Labo, Yamada Bee Farm, Shiseido, and ÍPSA) offer live chat. Diagnostic skincare tests are scarce, and just 59% of brands have a store locator on their site.
But in the area of loyalty programs, Japanese Beauty brands are far ahead of global brands. Eighty-two percent have them and 59% provide integrate online and offline points. In contrast, 47% of global Beauty brands in Japan have loyalty programs and a mere 6% integrate online and offline points.
The prevalence of loyalty programs has lead (relatively) more brands to take advantage of auto-replenishment. Thirteen percent of Beauty brands in Japan have the feature vs. none in Korea, the U.K. and France. Japan’s Beauty auto-replenishment adoption is still behind that of the U.S., where 22% of Beauty brands use the feature.