Japan stood out early on as a key market for Me Today because of its deep appreciation for beauty, wellness, and quality.
It’s a region where consumers are highly educated, value efficacy and ingredient transparency, and take a holistic approach to self-care, values that align closely with Me Today’s philosophy.
Brand manager Tia Grant said that there was an opportunity to bring something fresh to the space: a modern, design-led wellness brand from New Zealand that spoke to the inside-out beauty trend in a new and compelling way.
She added that Japan’s global influence in both beauty and lifestyle also made it an ideal launchpad for building wider brand awareness across Asia.
“We try to complement the market. Me Today offers something fresh: a modern wellness brand from New Zealand that blends science-backed supplements with natural skincare and Manuka honey,” said Grant.
“Our design, tone of voice and holistic offering help us stand out. And thanks to our distributor’s local expertise, we’ve been able to tailor our approach to really speak to the Japanese consumer while staying true to who we are.”
Grant mentioned that Japan doesn’t easily just accept global brands, which has been the biggest learning for MeToday. She said that success here meant slowing down, listening more, and adapting.
Japanese consumers tend to be more ritual-based and detail-oriented, placing high value on texture, fragrance, and presentation, which is quite different from the more pragmatic New Zealand shopper.
From product range to packaging format to education style, it’s all about fine-tuning every touchpoint to the Japanese customer while staying true to the brand’s DNA.
Read more in the latest issue here
