While dyeing one's hair was once seen as a basic tenet of stylishness among women, a recent trend -- which has also been observed among popular stars such as the members of pop group AKB48 -- is to go au naturel with glossy black hair.
'Lighter hair is out of style now,' declared a 21-year-old woman hanging out in Tokyo's Harajuku district, who went from blonde to black about four months earlier. 'My hair looks much smarter now, which has gone over really well at work.'
A 20-year-old female university student who had brown hair but went back to black last autumn pointed out another aspect of such a transition.
'When my hair was brown, I had to continually dye it to prevent the black roots from showing,' she said. 'Not having to dye it so much now has been really helpful financially.'
According to a survey by the National Beauty and Barber Manufacturers' Association Japan (NBA) among some 3,500 women in their teens through their 50s, the percentage of respondents indicating that their hair color was 'not very light' was 34 percent in 2004, 46 percent in 2007, and 51 percent in 2012.
'People have begun to prefer their natural black hair color,' commented NBA executive director Toshio Aoki, who analyzed that this is 'related to the increasingly popular trend of natural makeup.'
Yosuke Shiratori, a top designer with a salon in Tokyo's Ginza district called Taya and Co. Ginza, notes that 'there are an increasing number of customers who come in saying they want their hair 'darker' or 'natural.''
Taya Corp., headquartered in Tokyo's Shibuya Ward, has a total of about 150 shops. According to Manabu Morozumi, who works in the company's technique education department, 'It's still possible to find your own style by playing around with darker colors -- finding subtle differences in coloration among the pinks and ash grays, for example.'
He explains that advances made in the field of hair color dyes have helped encourage the return to black -- and that the presently popular style goes beyond simply 'not dyeing one's hair.'
Fashion magazines have also played a role in the trend.
Domani, a magazine published by Shogakukan aimed at working women in their 30s, included a spread in its February issue titled, 'Now that you're 35...you'll want to be known as a 'black-haired beauty.'' Introducing various styles and hair care methods, the piece focused on the fact that black hair 'brings out one's natural allure.'
The magazine Ginger, published by Gentosha, has been running a series since spring of last year with the message, 'Black hair defines the new beautiful woman,' wherein famous women share the merits of black hair.
'Black hair represents the original beauty and strength of Japanese women,' commented entertainer Mitsu Dan, 33. 'Although it gives the impression of being striking and strong, it also projects an image of classic and elegant femininity.'
Meanwhile, CanCam, published by Shogakukan, included a feature in January titled, 'Which will it be in 2014: Black hair or brown?'
Popular hair colors are a reflection of the times. According to Shiseido hair and makeup artist Hirofumi Kera, the preferred styles during the economic bubble of the 1980s were those of strong businessmen, and young women sporting black hair and thick eyebrows.
However, 'femininity began to be emphasized with the economic downturn of the 1990s,' Kera said. 'This resulted in the increasing popularity of lighter and gentler hair colors.'
So why the return to black again now?
Mihoko Nishii of Dentsu Inc.'s youth research division says that the existence of black-haired entertainers such as those in popular singing group AKB48 is significant.
'After the Great East Japan Earthquake, things that were natural began to be prioritized over those that were processed or manufactured,' Nishii also pointed out. 'I believe that black hair is just one example of this.'
'I suppose that the renewed focus upon Japanese culture -- as seen through Japanese food being added to UNESCO's intangible cultural heritage list, and Mount Fuji being registered as a World Heritage Site -- has also played a role,' she added.
Recruit Lifestyle Co. Beauty Research Center Director Akira Nojima is focusing on the trends of the second-generation baby boomer generation, whose members are inclined to purchase environmentally friendly items and fair trade products from developing countries.
'The natural aspect of black hair speaks to them,' he said.
March 23, 2014(Mainichi Japan)
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