Shiseido's "Beauty Trend Research," which investigates, analyzes, and predicts hair and makeup trends since 1987, explores the changing attitudes and beauty trends of women throughout the Heisei era. The evolution of Japanese women's hair and makeup trends, traced here, is recreated entirely on a single model.
The Heisei era began in 1989, a time of the booming bubble economy and a booming trend toward feminine fashion and hair and makeup. As the generation following the enactment of the Equal Employment Opportunity Law (1985), an increasing number of women began spending money and time on self-improvement through beauty, fashion, fitness, and qualifications, giving rise to a uniquely Japanese culture and beauty consciousness.
Trends, which previously changed every decade, have shifted to every four or five years since the start of the Heisei era, with young people now leading the trends. Millennials in particular tend to enjoy updating and flexibly incorporating past culture that was popular around the time they were born. In other words, while they are creating new trends by adding their own unique values and elements, trends are also coming full circle.
Heisei 1-5 (1989-1993)
The year 1989 marked the peak of the bubble economy. With more women embracing luxuries like overseas travel and a growing appetite for authenticity and luxury, an unprecedented "young lady boom" began. "Body-conscious" fashion, showcasing femininity, became popular, while "Shibu-Caji," a traditional and elegant casual style combining navy blazers with denim, and conservative fashion also became popular.
Makeup of this era was characterized by vivid lip colors, such as red and bluish rose pink. Aside from the lips, the overall look was natural, and eyeshadow in pale rose or purple shades was trendy for a feminine finish. Long, one-length hair was the mainstream. Other styles symbolizing this era included "spiked hair" with bangs, "sudare bangs" with slightly down-swept bangs, and "sauvage" with only the ends permed.
The Heisei era began in 1989, a time of the booming bubble economy and a booming trend toward feminine fashion and hair and makeup. As the generation following the enactment of the Equal Employment Opportunity Law (1985), an increasing number of women began spending money and time on self-improvement through beauty, fashion, fitness, and qualifications, giving rise to a uniquely Japanese culture and beauty consciousness.
Trends, which previously changed every decade, have shifted to every four or five years since the start of the Heisei era, with young people now leading the trends. Millennials in particular tend to enjoy updating and flexibly incorporating past culture that was popular around the time they were born. In other words, while they are creating new trends by adding their own unique values and elements, trends are also coming full circle.
Heisei 1-5 (1989-1993)
Bubble Gorge Reminiscent of the Showa Era
The year 1989 marked the peak of the bubble economy. With more women embracing luxuries like overseas travel and a growing appetite for authenticity and luxury, an unprecedented "young lady boom" began. "Body-conscious" fashion, showcasing femininity, became popular, while "Shibu-Caji," a traditional and elegant casual style combining navy blazers with denim, and conservative fashion also became popular.
Makeup of this era was characterized by vivid lip colors, such as red and bluish rose pink. Aside from the lips, the overall look was natural, and eyeshadow in pale rose or purple shades was trendy for a feminine finish. Long, one-length hair was the mainstream. Other styles symbolizing this era included "spiked hair" with bangs, "sudare bangs" with slightly down-swept bangs, and "sauvage" with only the ends permed.
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