pamper 甘やかす

April 10, 2015  =========
☆ pamper 甘やかす
When we talk about pampering someone, we are usually talking about doing something nice for other people to make them feel comfortable, or giving them expensive or luxurious things. Although it sounds nice, pampering can often have a negative effect on the person who is being pampered. For example, when a parent pampers a child too much, the child often ends up spoiled and badly behaved when they don’t get what they want.
However, recently, there has been a new theme of “pampering yourself” – particularly for women, and mothers with young children. A lot of massage companies, and companies selling luxury goods, have started to use the marketing ploy of “Pamper yourself with a massage” or “Pamper yourself with our luxury gifts”. Is this common in Japan too?