The number of foreign visitors to Japan in 2016 exceeded 20 million. Cosmetics account for the majority of products purchased by tourists. One peculiarity of Japanese cosmetics is that a variety of cosmetics for men are sold. Japanese women aspire to have a slender face and pale skin, so typically products sold cater to these desires. Cosmetics that slim down the appearance of the face and that whiten skin do not go down well with Westerners, but are popular with Asians who have the same sense of aesthetics. Some people perceive this as proof that Asian women have an inferiority complex when it comes to white women. Along with cosmetics, Japanese beauty treatments and related products are also being highlighted. In terms of beauty equipment, hair removal devices aimed at men sell well. For women, partial wigs are expected to be a hit product worldwide. Rather than being used to hide thinning hair, these partial wigs are fashionable items that can be easily attached. High quality Japanese craftsmanship means that it matches your hair for a natural look. Non-Japanese see the Japanese preoccupation with aesthetics also reflected in things like food presentation and packaging. On the other hand, many foreign women believe that men are primarily interested in their looks and it is said that women the world over compete with each other to attract men. Awhile back, a poster campaign for a cosmetics manufacturer that reflected women’s anxieties caused quite a stir. The campaign comprised of a set of two posters with a photo of the same couple on both. The slogan on the one read “Men look at the woman,” while the slogan on the other read, “Women look at the woman.” It seems that the world over, women regard the opposite sex and their own sex with the same level of interest. This may be the reason that cosmetics sell well.