Japan's population is ageing and is in decline. By 2030, nearly one-third of the population will be aged over 65, and the labor shortage in the country is causing price increases in consumer goods and services. With fear of an unstable future, consumers in Japan are becoming selective and cautious in their spending. To move forward in this challenging environment, companies are keen to create new demand and expand their consumer base - especially in the areas of men's beauty and fashion.