This study explored the skincare preferences and satisfaction levels of Japanese teenagers and young adults to shed light on trends within the cosmetics market. By applying text mining and structural topic modeling (STM) to consumer reviews from the Japanese beauty platform @cosme, we examined six product categories over the period from 2008 to 2024. Findings reveal distinct skincare priorities by age: teens tend to favor basic skincare products and celebrity-endorsed items, while young adults focus more on targeted solutions for concerns like acne and hydration. Positive reviews often highlighted basic moisturizers and serums, whereas products like sunscreen, seasonal skincare, and those for irritated skin frequently received negative feedback, suggesting a gap between product expectations and actual performance. Age-related trends also indicated a growing emphasis on serums, possibly driven by social media’s promotion of structured skincare routines. These results underscore the impact of marketing, social media, and consumer needs on product selection, providing valuable insights for brands aiming to create and promote products tailored to these age groups.
