Japanese Makeup Companies Have Trouble Cracking the U.S. Market

Japanese cosmetic manufacturers have a strong reputation, especially in Asia and Europe. After years of trying to make inroads into the U.S., however, several are giving up and quietly pulling out of department stores. This is happening even as American and Japanese standards of beauty are converging, highlighting the difficulties foreign companies have in entering the U.S. market without a clear marketing strategy.

Japanese Makeup Companies Have Trouble Cracking the U.S. Market - WSJ.com