This is a tough time for high-end beauty brands of all sorts. Sales of luxury beauty products have fallen in the U.S. since the recession started, as Americans have traded down to drugstore products or simply bought fewer cosmetics. (Sad.)

Also, American and Japanese women still take sharply different approaches to skin care. Though skin-care awareness has increased in the U.S., the amount of money and time the U.S. consumer spends on her regimen is still far lower than that of her Japanese counterpart. The average Japanese woman spends 60% of her cosmetics budget on skin care, compared with 30% for American women.

A Shiseido survey found nearly 69% of Japanese women used cleanser, toner and moisturizer religiously at night, compared with only 17% of American women. Indeed, Shiseido has documented that the average Japanese woman employs a much larger array of products each evening—as many as six products. First, she removes her make-up with an oil-based product. Then comes cleansing the face. This is followed by a lotion—a toner-like skin softener—and then possibly an "essence," or serum. Finally, she pats on an emulsion, which is less viscous than a cream, and then a traditional cream. All of this is achieved while performing an elaborate facial massage meant to help prevent sagging and wrinkling.
(The Bathery endorses this method of skincare).

"The psyche of the American consumer is about a quick fix, and not about prevention," says Ms. Yamagishi-Dressler of Shiseido.
Says Cassandra: I find the above to be the saddest statement of all. American women are so quick to spend thousands on botox and injectibles, but they refrain from spending one or two hundred dollars and putting in the time with effective skincare products. I would like to have a hand in re-educating American women about their skin and skincare practices.

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