The latest fashion ads in Japan indicate a growing trend amongst Japanese women to embrace their own culture and looks as opposed to their Western counterparts. In the past, most of the big cosmetics companies used blonde, western looking models and images to sell products to Japanese women. But now, more and more companies are using Japanese role models to sell the products. Marketing and advertising executives say their message applies to women who are starting to awaken a sense of self-confidence.
For decades, beauty standards in Japan were dictated by the West, home to famous fashion houses like Christian Dior and Gucci, which remain extremely popular in Asia.