Japan: the craze for herbivores

Young Japanese men aged between 20 and 35 are decidedly no longer thinking in terms of career, nor are they thinking of traditional family life. A new race is emerging—herbivores—those who refuse to hunt for food, preferring to pick it! The Herbivores live in groups, dress very fashionably, use lots of hair treatments, depilatory products and manicures. Communications teams have understood the message and are using social networks to a max, along with the image of groups of friends. Shiseido has launched, under its Uno brand, a non-sticky hair spray, Fog Bar, that can be used any time, with no need of washing the hands after application. Since its launch at the end of last year in Japan, Uno has achieved such high scores that the brand is offering doy-pack refills: ¥800 per bottle, ¥670 per refill. For its part, Gatsby by Mandom has launched a fuschia-pink syling shampoo. A Kawai style, which young women really love: 30% of Fog Bar users are women.