Kao Beauty Brands Counseling Inc. (hereinafter "KBBC") held the "KBBC BRAND EVANGELIST FORUM 2026" at Grand Nikko Tokyo Daiba on July 28 and 29, 2026.
The forum honors 30 outstanding Brand Evangelists (BEs) selected from about 3,500 nationwide, and serves as a place where BEs from across the country hone their skills with the aim of better embodying their brands.
What is a Brand Evangelist?
A Brand Evangelist is a brand-dedicated beauty advisor with the high skill and mindset to embody the brand across the boundary between in-store and online, and to convey its appeal in every place, situation and way.
As a beauty counseling company to which the Kao Group's Brand Evangelists belong, KBBC has, since its establishment in April 2021, been strengthening, both online and offline, activities that convey the worldview and values of the brands in Kao's cosmetics business and lead to the retention and expansion of loyal users.
Renewal into a "FORUM" format and the theme "BRING"
KBBC had previously held contests among BEs selected in each region of the country. Since 2024, it has renewed the event into a "FORUM" format that shares each BE's brilliance and activities nationwide and spreads them.
As a result, the attitude, customer service and way of engaging with customers of the selected BEs spread as a positive influence to BEs across the country, and the event has evolved into a place where they learn from one another and grow.
The 2026 forum was set under the theme "BRING - Spreading Hope and Brilliance." Its aim is for the sight of BEs shining with confidence and pride to link to BEs nationwide and deliver hope and positive feelings to customers.
This year, in addition to the conventional "ability to embody the brand," the focus was on "service that reads customer psychology." The goal was to improve customer service skills so that, while staying close to each customer's needs, BEs give counseling and makeup suggestions that exceed expectations in limited service time, making customers feel "I want to come again" and "I want to see you again."
Showcasing counseling and makeup suggestions
The selection was held in two categories: the "Counseling Category" and the "Total Makeup Category." BEs selected from across the country showed, in role-playing with models acting as customers, their counseling skills that convey brand value and their beauty techniques.
The day's proceedings were live-streamed nationwide and shared as an opportunity for learning and growth for all BEs. In this way, the company plans to promote not only the spread of excellent examples but also "building strong brands" and the bond between customers and brands across the entire Kao Group.
Event overview
Dates: Tuesday, July 28 and Wednesday, July 29, 2026
Venue: Grand Nikko Tokyo Daiba
Participants: 30 BEs from the various brands, selected from across the country
Program:
July 28: Selected BEs showcased counseling and makeup suggestions in the "Counseling Category" and the "Total Makeup Category." The proceedings were live-streamed and shared with BEs nationwide as excellent examples.
July 29: The awards ceremony "Recognition & Party" was held. It included a screening of digest footage from the previous day, a makeup show and a talk show with special guests, honoring the participating BEs.
KBBC says it will continue to aim for each BE to be a presence who stays close to customers as a partner in "beauty" and "heart."
Related information
Kao trains beauty advisors to become "Brand Evangelists" (brand ambassadors): https://www.kao.com/jp/newsroom/news/release/2022/20221007-001/
Kao Corporation official website: https://www.kao.com/jp/newsroom/news/release/2026/20260730-001/
