Japan cosmetics firm Kanebo seeks to promote 'J-beauty' to world

I hope it doesn't include chapatsu - really cheap and nasty looking.

Very good decision to stop the tupperware and amway style sales and to streamline the product range. Cosmetic sales is all about marketing, not quality.

"Japanese" aspect that puts emphasis on natural looks..."

Like the coppery colored permed hair that has been all the rage in Japan for so long? Give me "K-Beauty" any day.

Anytime a Japanese CEO tries to export some product based on some unique aspect of Japan, it usually fails miserably, much like the billions of yen they spent on Cool Japan.

If they would just sell their products with humility, they end up doing a better job.

Japanese-style natural makeup

ROFL