Tokyo women are makeup mad, according to new survey

Japanese cosmetics giant Kanebo discovered more differences than expected between women in five Asian cities when the results of its six-month study were revealed this month.

The aim of the study was to find out what the female citizens of Tokyo, Seoul, Taipei, Shanghai and Beijing had in terms of work expectations, personal aspirations, five-year goals and their attitudes to cosmetics.

Tokyoites differed the most from the other four, where respondents valued a work-life balance, but wore the most make-up.

Some 79.5 percent of Tokyo women said they apply make-up five days a week compared to just 38.7 percent in Shanghai, 44.5 percent in Beijing, 45.1 percent in Taipei and 58.7 percent in Seoul.

"The biggest difference we saw was the emphasis that Japanese women place on human relationships -- in particular they care about being liked by others -- while the women in the other cities are more concerned with personal growth through their work or studies," said director of Kanebo's Beauty Research Institute Sakae Nomura.

According to The Independent, when Tokyo women were asked what kind of person they want to be, the most common reply was "someone who is considerate to others." In other cities the response was "cheerful" and "feminine."

When asked what sort of person they wished to be, Tokyo women most frequently replied, "Someone who is considerate to others." Their counterparts, however, tended to reply they wanted to be "cheerful" and "feminine."

Kanebo summarized women from each city as follows;

• Tokyo: Kawaii and young. Fashion and personal relations. Intricate makeup
• Seoul: Cool and rational. Serious. Cares for family. Individual. Makeup as self-expression.
• Taipei: Dieting and health. Studies and saves money for the future. Nude Makeup.
• Shanghai: Good taste and feminine. Personal development. Makeup on special days.
• Beijing: Refined. Self-confident. Job-oriented. Soft makeup.