Major cosmetics makers are redoubling their efforts to develop new upscale facial creams and other products, some of which cost well over ¥100,000.

There is a polarizing trend in the cosmetics industry, with a number of companies shifting to more upscale items with novel ingredients and fancy containers while some shoppers are watching their pennies and buying cheaper items.

The companies are vigorously pushing into the premium market because of the handsome profits they can reap.