Key takeaways on Beiersdorf creation of bespoke product for Japanese market
- Beiersdorf introduces Eucerin Hari Filler, which was specially created for Japan’s premium anti-ageing market.
- Formulated with Bakuchiol EX for science-backed, plant-based skincare.
- Packaging designed for sustainability and refillable convenience.
- Expansion reinforces Beiersdorf’s global Derma business strategy.
German beauty and health multinational Beiersdorf has created a special anti-ageing range exclusively for the Japanese market and has made its expansion plans clear.
The new product, Eucerin Hari Filler, is a premium anti-ageing care series specifically developed to meet the unique needs of Japanese consumers.
As the world’s third-largest cosmetics market, Japan is renowned for its high standards of quality, innovation, and consumer expectations. By entering this market with Eucerin, Beiersdorf is placing a strong focus on science-based skincare solutions. It also appears to be expanding its Derma business footprint in key strategic regions.
CEO of Beiersdorf, Vincent Warnery, noted that launching Eucerin in Japan is a huge milestone for the company.
“Japan is a market that values quality, efficacy, and innovation, and Eucerin embodies all of these,” he explained. “By entering one of the world’s most sophisticated skincare markets, we are unlocking significant white space opportunities and reinforcing our ambition to lead globally through innovation and dermatological expertise.”
Inside Eucerin Hari Filler: science meets sensory care
NIVEA-Kao specially developed the premium Eucerin Hari Filler anti-ageing care series for the country. The formulation has been tailored to the needs of Japanese skincare shoppers and features hero ingredient Bakuchiol EX, which includes 99% pure bakuchiol, a highly pure plant-based active originating from Asia. It is shown to stimulate the activity of skin cells, is well tolerated, and suitable for all skin types.
The formula also combines dermatological science with the refined sensorial experience that Japanese consumers value.
Meanwhile the packaging has also been carefully considered: it is refillable and incorporates recycled plastics to align with Japanese market habits and sustainability expectations.
Burcu Andreae-Nehlsen, President Derma & Health Care at Beiersdorf, added that introducing the brand to the Japanese market is a sign of Eucerin’s commitment to science-backed skincare and its focus on driving new opportunities for its Derma business.