"Mimi Beauty," a beauty media outlet run by Mimi Beauty Inc., will hold a marketing webinar together with the "Hakuhodo Consumer-Insight Thinking Research Institute," a specialist organization of Hakuhodo Inc.
Titled "Marketing Strategies for the New Era of Beauty Communities, Approached from the Overlap of 'Beauty x Oshi-katsu' (Fan Activities for One's Favorites)," the webinar will be held on Zoom on Tuesday, October 13, 2026. Participation is free.
Marketing strategy focused on "Beauty x Oshi-katsu"
Based on a joint survey by the Hakuhodo Consumer-Insight Thinking Research Institute and Mimi Beauty, this webinar presents the latest beauty awareness and behavior of consumers.
The survey found that "Active Beauty Accounts," the group that leads the sharing of beauty information, are also highly interested in oshi-katsu such as idols and anime, and in other communities. This is reportedly strongly linked to their motivation for beauty as well.
The webinar explains new-era beauty marketing strategies that spread empathy starting from this "overlap of communities," focusing especially on the overlap of "beauty" and "oshi-katsu."
Webinar overview and program
The overview of the webinar is as follows.
Title: Marketing Strategies for the New Era of Beauty Communities, Approached from the Overlap of "Beauty x Oshi-katsu"
Date and time: Tuesday, October 13, 2026, 12:00-13:00
Format: Webinar on Zoom
Participation fee: Free
Registration deadline: Monday, October 5, 2026, 23:59
Registration page: Webinar registration page
The program is planned to consist of an introduction of the survey results on beauty communities, an explanation of insights into the beauty x oshi-katsu group, and a panel discussion on implications for beauty marketing.
About the speakers
The following four speakers will take part in this webinar.
Ruri Sogo: Senior Researcher, Hakuhodo Consumer-Insight Thinking Research Institute, Hakuhodo Inc.
Miwako Saga: Senior Researcher, Hakuhodo Consumer-Insight Thinking Research Institute, Hakuhodo Inc.
Eri Kamimura: Chief Planning Director, Strategic Design Center, Hakuhodo Inc.
Yuri Nakatani: Director, Mimi Beauty Inc.
Hakuhodo Consumer-Insight Thinking Research Institute and Mimi Beauty
Hakuhodo Consumer-Insight Thinking Research Institute
The Hakuhodo Consumer-Insight Thinking Research Institute is a specialist organization established in September 2024 for research and development to promote consumer-insight thinking at client companies. Under the concept of "future consumer-insight thinking," it conducts research, development, education and communication on a wide range of themes.
Hakuhodo Consumer-Insight Thinking Research Institute website
Hakuhodo Consumer-Insight Thinking Research Institute official X (formerly Twitter) account
Hakuhodo Consumer-Insight Thinking Research Institute official Facebook account
Hakuhodo Consumer-Insight Thinking Research Institute official note account
Mimi Beauty
With the concept of "Let's share a world that thrills with beauty, together," "Mimi Beauty" runs a media operation specialized in social media. It aims to go beyond sharing beauty information, to evolve together with users and to offer a variety of beauty-related experiences.
