TIMES
PUBLISHED 8 FEBRUARY, 2026
At the next show of "PLUG IN," a trade show marking its 20th anniversary this year under the concept "where fashion and lifestyle meet," a new showcase for French fashion and beauty, "French Beauty & Fashion Experience," will be held, organized by Business France, the French Embassy's Trade and Investment agency in Japan. French fashion and cosmetics brands will gather together for Japanese distribution professionals and media. Exhibitors are carefully selected French companies with strong track records in heritage and technique, centered on firms with high potential that have yet to enter the Japanese market. Beyond simply displaying products, the showcase aims to create a sensory, cultural experience that lets visitors feel the French way of life. We spoke with Nicolas Sestier, Deputy Director of the Trade and Investment Department at Business France's Japan office.
――Q: Please tell us why you chose to feature French fashion and cosmetics brands.
A: When we talk about French fashion and cosmetics, what comes to mind right away is the elegance, creativity, and commitment to quality recognized around the world. French brands have a distinctive ability to blend tradition and innovation. They're grounded in centuries of craftsmanship while also embracing the latest trends. Japanese consumers care deeply about detail, material quality, and the story behind a product, and I think this fusion of traditional craft and current trends will have real appeal for them.
――Q: What specific strengths do French products bring to the Japanese market?
A: The Japanese market is known for being sophisticated and highly discerning. Japanese customers have a strong sense of aesthetics and look for authentic products that also deliver on function. French brands answer those expectations perfectly. In fashion, they offer refined cuts and high-quality fabrics; in cosmetics, they combine innovative, science-based formulations with a constant focus on comfort of use and environmental responsibility. That attention to detail and the story behind each product should resonate strongly with Japanese consumers.
How can French brands differentiate themselves in the Japanese market?
What sets French products apart is craftsmanship and cultural identity. French brands don't just sell products — they propose a "lifestyle." Wearing a French piece or using a French skincare product means stepping into a world that treats beauty as a holistic experience. This approach combines aesthetic sensibility with technical dedication. France is also a leader in "clean beauty," achieving long-term environmental responsibility through effective, natural formulations.
――Q: Why does Business France want to promote this expertise?
A: Our role is to serve as a bridge between French creators and the Japanese market. By holding a product showcase in Japan, we want to give Japanese industry professionals and consumers a direct opportunity to experience the richness and diversity of French brands. This isn't just about honoring a heritage passed down through generations — it also supports the innovation and creativity of French companies. France carries a proud tradition in fashion and beauty, and we hope to share this wonderful cultural heritage with the people of Japan, who share that same exceptional aesthetic sensibility.