Ostance Co., Ltd., which operates "Shumijin Club," one of Japan's largest social networks for seniors and the middle-aged and older, partnered with Mazeru Share Co., Ltd. to hold "Beauty Fest for Women in Their 50s and Beyond: A 'Hands-On' Beauty Event for Mature Women," a beauty and wellness event for women in their 50s and 60s, at Rand Omotesando on June 18, 2026.
Despite bad weather, 167 people attended, and the survey recorded 94% satisfaction and 100% intention to attend next time. The companies state that this initiative became an opportunity to create high-quality touchpoints with the target group through experiences.
Beauty Fest for Women in Their 50s and Beyond: A Hands-On Event for Mature Women
In recent years, interest in beauty and wellness among women in their 50s and 60s has grown, but compared with beauty events aimed at younger generations, opportunities for experiences that put mature women at the center remain limited.
This event was planned not merely as a place to explain products, but as a place to create touchpoints with brands through experiences such as trying, learning and consulting.
Event Overview
Date and time: Thursday, June 18, 2026, 10:00-18:00
Venue: Rand Omotesando, COURT C, 4-24-3 Jingumae, Shibuya-ku, Tokyo
Admission: Free
Organizer: Mazeru Share Co., Ltd.
Organizing partner: Ostance Co., Ltd.
Reservations: 290
Attendance: 167
Content: Corporate booths for "Beauty Fest for Women in Their 50s and Beyond: A 'Hands-On' Beauty Event for Mature Women"
Background to the Event Design
Many mature women wish to "stay beautiful at any age" and "be seen by others as aging gracefully."
However, as they age, opportunities to come across new beauty information decrease, and some voice problems such as "hair salons are the main place I get beauty information, and the cosmetics I use haven't changed in over 10 years" and "my skin and hair concerns are increasing, but I have no easy way to ask someone."
Mazeru Share Co., Ltd. explains that it planned this event hoping to give such mature women an opportunity to face their own beauty concerns and, by encountering new beauty information, enjoy the rest of their lives even more positively.
The "Beauty Activities for Grown-Ups" Participants Experienced
At the venue, a wide range of "beauty activities for grown-ups" were offered, including conversations with brand representatives, touch-up demonstrations, tasting and massage experiences.
It was reported that many visitors were seen actively consulting about their own beauty as they went around the booths.
Participants' Voices and High Satisfaction
Despite bad weather, 167 people attended the event, and about 70% of visitors were in the target group of women in their 50s and over.
According to the survey results, event satisfaction reached 94% (very satisfied + satisfied) and intention to attend next time reached 100%. As satisfaction factors, "encounters with new brands and cosmetics" and "touch-ups and trials of products" were highly rated.
Specific Comments from Participants
"The eye-area care for our age was very useful, and it was also nice that I could buy it after actually trying it."
"I had given up on individual consultations, assuming they would be crowded, but I was able to take part and was happy to receive individual advice from an expert."
"Many beauty events are for younger people, so it's easier to take part when there is an event like this for adults"
"I really enjoyed hearing detailed explanations and trying both brands I love and brands I didn't know!"
"It's a high-quality event suited to people around 50 and over"
These comments show that many participants appreciated the event design that stays close to a target group not aimed at young people, and the high-quality time provided by experiences and consultations.
Creating High-Quality Touchpoints Through a Community
This event is regarded as a case that drew attendance through a community for a clear target of mature women and, through experience design, created brand touchpoints with high satisfaction.
For products where experience and consultation are the key to purchase consideration, starting with beauty and wellness, "who was reached" and "how good the touchpoint was" are thought to determine the results.
Ostance Co., Ltd. states that it can provide integrated support from attracting attendees using the "Shumijin Club" community to planning and design and day-of operations.
For marketing staff interested in attracting attendees to experience events for seniors and the middle-aged and older, and in creating real-world touchpoints, the following event tie-up menu is offered.
About Mazeru Share Co., Ltd.
Mazeru Share Co., Ltd. operates "Soft Drink," a men's beauty production company specializing in men's beauty. It manages beauty-conscious men who are interested in entertainment and influencer activities and in product and brand development as KOLs and influencers.
The company explains that it covers a wide range from creative production using KOLs to data analysis of marketing measures, providing marketing that meets clients' needs.
About Ostance Co., Ltd.
Ostance Co., Ltd. upholds the vision of "a life with enjoyment as we age" and offers services for the senior generation, including "Shumijin Club," one of Japan's largest social networks for the middle-aged and seniors.
It also states that it provides end-to-end support to companies offering services to the senior generation, including business development, system development, customer acquisition and growth support, CRM design, customer support, survey research and user co-creation.
