Japan Considering Easing Cosmetic Import Notification System Requirements

Japan’s Cosmetic Importers Association recently raised the possibility of scrapping the current cosmetic import notification system with the aim of accelerating market entry for foreign companies.

The import notification system was established in order to ascertain whether foreign companies seeking business opportunities in Japan have adopted an appropriate market entry strategy. The current system however poses foreign enterprises unnecessary challenges.

The move echoes recent moves by Japan’s policymakers to align its regulatory framework with that of the EU as noted by Erwan Rannou of the Minerva EU-Japan Center for Industrial Co-operation, occurring most notably on importation process of cosmetics and quasi-drug system--both are often viewed as a major setback for many SMEs. An obvious benefit of any future alignment with EU’s framework is the assistance that can provided by organizations from both Japan and EU.

However, experts warn that despite any easing of market entry barriers, cultural differences mean that future cultural faux pas will be an inevitable occurrence particularly in labeling and advertising campaigns. A very recent example highlighting this is the case of Procter & Gamble’s embarrassing detergent marketing gaff, which was promoted in a way which inadvertently offended Japanese consumers and their sensitivity to certain gender related issues.