AVANCE Co., Ltd. held the "First Makeup Event 2nd Anniversary Special" at its head office on Saturday, July 11, 2026. It is a parent-and-child program in which children who are starting to get interested in makeup complete their first makeup together with a parent while learning the correct way to use cosmetics and how to care for skin and eyes.
Begun in 2024, the event has been held across the country, with a cumulative total of 1,657 participants over two years. To mark the 2nd anniversary, 39 parent-and-child pairs, 81 people in all, chosen by lottery from 300 applications, took part this time.
39 parent-and-child pairs join the anniversary event
At the 2nd Anniversary Special held at the AVANCE head office, in addition to the makeup lesson, anniversary-themed activities were held, including a commemorative photo booth, a rock-paper-scissors tournament, a 2nd anniversary lucky bag and a gacha machine where you always win cosmetics.
In the post-event survey, 38 of the 39 participants gave the top rating of "5" on both "I'd like to join again" and "I'd recommend it to a friend." The average rating was 4.98 out of 5 for both, showing a high level of satisfaction.
Two years of sharing the fun and basics of makeup
AVANCE Co., Ltd. started the "First Makeup Event" to address the questions parents and children have when a child becomes interested in makeup: what kind of cosmetics to choose, how to use them, and how to convey the importance of sunscreen and cleansing.
The event is offered as a place to learn by experience not only makeup techniques but also the basics of enjoying beauty in a healthy way. In the lesson, children try each step while looking in a mirror, and the time in which natural conversation arises between parent and child as the parent looks on is also valued.
A practical lesson with "Natural-Plus ♡ Challenge Makeup"
This time's makeup theme was "Natural-Plus ♡ Challenge Makeup," which adds your own charm to a natural finish. The lesson began by learning the role of sunscreen in protecting skin from ultraviolet rays.
Next, a way of removing makeup with an eye makeup remover that is gentle on the eyelids and lashes was introduced. Participants were also taught that it is important not only to finish makeup beautifully but also to remove it properly after use and take care of the skin and eye area.
For eye makeup, they used eyeshadow, eyeliner, an eyelash serum and mascara, and for lips and cheeks they did their makeup with a color of their choice from six. Finally, they finished with a mist chosen from two types, and under the staff's instruction the participants completed their own "first makeup."
Three values of the "first makeup" seen in the participant survey
In the post-event survey, participants valued the following three things.
The joy of completing it with their own hands
It gave the children a chance to try self-makeup from start to finish using real makeup tools. Comments said that the experience of completing makeup with their own hands led to a sense of accomplishment and confidence.Time to learn and talk together as parent and child
Parents who had never had a chance to teach their child about makeup were pleased to learn together with their child. Sparked by the child's interest in makeup, it offered time to talk about and try how to choose and use cosmetics.Knowledge to protect skin and eyes along with makeup
Participants valued learning about the importance of sunscreen and removing makeup, as well as product features and skincare. By experiencing not only the finished look but also protecting skin and removing makeup properly as one continuous flow, the basics of healthy beauty were conveyed.
AVANCE products that earned support through the experience
AVANCE products were used in the makeup lesson, and their features and how to use them were introduced. In the survey, the most frequently chosen "favorite product" (multiple answers allowed) was the "AVANCE Eyelash Serum" at 72.5%.
It was followed by "Shake Mist" at 42.5%, "Désir BP Cream" at 40%, "Eye Fleur Palette" at 37.5% and "Doux Démaquillant Super" at 32.5%.
Base makeup that protects the skin
Using Désir BP Cream, participants practiced base makeup, spreading it evenly over the whole face while learning the importance of sunscreen.
Choosing a favorite color for eyes that are your own
With the Eye Fleur Palette, they tried the order in which to layer eyeshadow and creating a natural gradient with fingers and a tip. They were also taught how to draw in a way that naturally enhances the eyes, using two types: the Joli et Joli et Creamy Eyeliner and the Prunelle Liner.
Makeup that cares for the lashes
For AVANCE's eyelash serum, they learned how to hold and apply it, along with the importance of caring for the lashes and eye area. With Separate Lash, they practiced using a mascara guard to finish the lashes beautifully by combing them from root to tip.
Lips and cheeks in a favorite color
With the Joli et Joli et Tint Lip, they chose a favorite color from six and used it on both lips and cheeks. It was a chance to enjoy choosing colors in their own way.
Finishing the makeup with a mist
For Shake Mist, they chose the feel they preferred from two types, moist and refreshing, and experienced finishing their makeup with a spritz.
Special anniversary activities and the photo booth
In the second half of the event, a rock-paper-scissors tournament was held with AVANCE's representative, Mr. Nanba, and participants who won through received cosmetics as gifts. The venue was full of excitement.
Many other activities were also prepared for parents and children to enjoy after the lesson, such as the 2nd anniversary lucky bag, a gacha machine with cosmetics as prizes, and sales of products at special prices.
At the venue, a 2nd anniversary photo booth with a large "2" balloon and summery decorations was set up, and the children who had completed their makeup enjoyed taking commemorative photos.
AVANCE's efforts and outlook
AVANCE Co., Ltd. cherishes children's feeling of wanting to try makeup, and the purpose of the event is to give parents and children a chance to experience the fun of makeup and the right knowledge together.
The company proposes makeup not as something special but as a familiar experience that parents and children can enjoy together. It says it will continue to stay close to children's curiosity and families' feelings, and convey the fun of makeup, the importance of caring for skin and eyes, and the joy of expressing individuality.
AVANCE Co., Ltd. was born in 1996 as a brand of the Hollywood Cosmetics group. The Hollywood Cosmetics group is also known for bringing Hollywood film makeup techniques to Japan and popularizing mascara. AVANCE inherits those traditional techniques and pursues quality and innovation.
"Lash Serum," a lash care serum released in April 1997, is a long-selling product that continues to be supported today. Under the concept "care thoroughly while you do your makeup," the company has expanded its product lines centered on the eye area, and today also offers a wide range of products beyond the eyes.
More information can be found on the AVANCE official website.
