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  • At-home beauty gives the freedom to be more creative
    Scott Prokop, Creative Commons (2011) ©
CASE STUDY

Okomori beauty

At-home beauty is increasingly popular among Japanese women, who see DIY products as sensible alternatives to expensive parlours and services.

Location Japan

Scope
At-home beauty is increasingly popular among Japanese women, who see DIY beauty appliances and products as sensible alternatives to expensive high-end parlours and professional services. But is this indicative of a more far-reaching and widespread consumer behaviour?

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