The "Hakuhodo Consumer-Insight Thinking Research Institute," a specialist organization of Hakuhodo, and "Mimi Beauty," a beauty media outlet run by Mimi Beauty Inc., will hold a free marketing webinar on Tuesday, October 13, 2026.
Titled "Marketing Strategies for the New Era of Beauty Communities, Approached from the Overlap of 'Beauty x Oshi-katsu,'" the webinar focuses on consumers' latest beauty awareness and behavior and presents new marketing strategies.
Explaining new-era marketing strategy through "Beauty x Oshi-katsu"
The webinar is built on a joint survey by the Hakuhodo Consumer-Insight Thinking Research Institute and Mimi Beauty.
The survey revealed that "Active Beauty Accounts," the group that leads the sharing of beauty information, are also highly interested in "oshi-katsu" (fan activities for one's favorites) such as idols and anime, and in other fields, and that this is strongly linked to their motivation for beauty.
The webinar explains new-era beauty marketing strategies that spread empathy starting from this "overlap of communities," with a particular focus on the link between "beauty" and "oshi-katsu."
The overview of the webinar is as follows.
Name: 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.
Experts from various fields take the stage
Experts from various fields will take the stage at this webinar and share their knowledge.
Ruri Sogo (Senior Researcher, Hakuhodo Consumer-Insight Thinking Research Institute, Hakuhodo Inc.): Researches new trends and consumer behavior through studies of "communities" formed around consumers' likes and interests, and through the community-style research project "Henai Kaigi (Obsession Meeting)™."
Miwako Saga (Senior Researcher, Hakuhodo Consumer-Insight Thinking Research Institute, Hakuhodo Inc.): Has handled marketing and brand strategy for many clients, including the beauty industry and wedding magazines. She currently also studies the changing beauty trends and the feelings of attachment that lead to brand loyalty, and has published reports such as "Reiwa Attachment" and "Utsukushiawase (Beauty and Happiness) Research."
Eri Kamimura (Chief Planning Director, Strategic Design Center, Hakuhodo Inc.): A strategic planner who has led strategy across a wide range of fields, including automobiles, telecommunications and beauty. She oversees a think tank in the beauty field and promotes cross-functional projects.
Yuri Nakatani (Director, Mimi Beauty Inc.): Drawing on her knowledge of beauty and cosmetics and her sensitivity to trends, she works in consulting, strategy planning and promotion for beauty clients. She is a beauty specialist with a wide range of activities, including planning and running live streams and online events and appearing as a host.
The joint survey and related organizations' initiatives
The foundation of this webinar is the "Survey on the Reality of Beauty Communities," conducted jointly by the Hakuhodo Consumer-Insight Thinking Research Institute and Mimi Beauty.
This survey takes an in-depth look at the "chain of influence" starting from the core group, "Active Beauty Accounts," and at strategies by cluster. For details, please see the joint survey press release.
Hakuhodo Consumer-Insight Thinking Research Institute
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 variety of themes. Hakuhodo Consumer-Insight Thinking Research Institute website
Kaiwai (Community) Marketing Research Project
A research project that studies the "communities" consumers form around what they like and are interested in, and develops marketing methods aimed at them. Since the report released in November 2024, it has continued in-depth research on specific "communities" and proposals from a marketing perspective. Details can be found in the survey report.
Beauty media "Mimi Beauty"
With the concept of "Let's share a world that thrills with beauty, together," it runs a media operation specialized in social media. It aims to be a media outlet that not only shares beauty information but also offers users a variety of beauty experiences and evolves and is created together with them. Mimi Beauty website URL
