In an era of dramatic shifts in market conditions and consumer values, cosmetics brands are required to go beyond simply creating "good products" — they must understand evolving consumer behavior, create value that gets chosen, deliver it compellingly, and connect it all to brand growth through strategic marketing.
What are the essential perspectives to grasp in the future of cosmetics marketing? At BEYOND BEAUTY TOKYO, four speakers will share their expertise and real-world case studies covering the latest customer insights and trends, presentation techniques that make products stand out, product strategies for sustained success in fiercely competitive markets, and OMO and customer experience approaches that drive brand growth. We invite you to attend these sessions in person.
Cosmetics Marketing Seminar #1:
"Trends" and "Customer Insights" That Cosmetics Industry Professionals Need to Know Now
Date & Time: October 1 (Thu) 14:00–14:40
Speaker:
KIKAKU BRAIN Co., Ltd. CEO / Director, Women's Trends Research Institute
Chisako Hirose
Seminar Overview
"Monthly Women's Trends Research Institute" is a members-only marketing report and long-running publication now in its 20th year, consistently trusted by marketers at numerous cosmetics manufacturers. Drawing on diverse information sources — women's magazines, social media, and real-world consumer touchpoints — the report conducts monthly fixed-point observations to identify and articulate shifts in the "atmosphere" of female consumption ahead of the curve. From this proprietary research, this session will deliver the latest customer insights and trends for 2026.
"We're entering an era where context over function and experience over ingredients drive purchasing decisions." "From healing to optimization — women's self-investment mindset has changed." "UGC is read after purchase, not before." What are the new psychological drivers of female consumption emerging from both data and on-the-ground intuition? This session will provide actionable perspectives applicable to tomorrow's work regardless of your role — whether in product planning, marketing, or buying — illustrated with abundant case studies. Experience firsthand the "power to read the context of trends" built upon 20 years of time-series data.
Speaker Profile
Chisako Hirose
After working on brand strategy and product development at KOSÉ Corporation, she founded her own company in 2006. She provides consulting across a wide range of fields including cosmetics, apparel, and food. She has been involved in supporting products that have won women's magazine Best Cosmetics awards and the Nikkei Superior Products and Services Award. The members-only trend analysis report "Monthly Women's Trends Research Institute," which she launched in 2005, has been a long-running publication for 20 years and is trusted by numerous cosmetics manufacturers. She teaches cosmetics industry marketing at Sanno University's Faculty of Business Administration. She is a frequent contributor to industry trade media such as Weekly Cosmetics Business and Senken Shimbun. She holds an MBA from Waseda University Graduate School. Her publications include "Illustrated Ready-to-Use Guide: A Comprehensive Textbook on How the Cosmetics Industry Works" (Gijutsu-Hyoron-sha) and others.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SA-09
Cosmetics Marketing Seminar #2:
A TV Producer's "Presentation" and "Marketing" Techniques to Make Any Beauty or Health Product Instantly Captivating and Brilliantly Stand Out
Date & Time: October 1 (Thu) 16:00–16:30
Speaker:
Chiba Television Broadcasting Corporation, Business Support Division, Executive Producer
Kentaro Obayashi
Seminar Overview
The key to becoming a business star is to define your target, narrow your theme to one, and based on facts, boldly declare it as a trending topic on your own. Just as creating one standout, specialized highlight is essential for TV show production, in corporate marketing as well, without a single point that distinctly stands out and gets picked up, you will never be chosen. This session introduces presentation techniques for making companies and products shine, cultivated over 15 years and more than 1,500 program planning and production projects.
Speaker Profile
Kentaro Obayashi
At age 26, he built a unique model that directly reflects corporate needs into TV programming. In 2011, he launched "Knights no HIT Shouhin Kaigishitsu" (Knights' HIT Product Boardroom). Over 1,500 companies have appeared on the show to date. Furthermore, leveraging the trust earned by addressing needs and challenges identified through one-on-one interactions with business leaders, he launched an internal venture in the business support division in 2021. He currently leads "Kasegu Chikara Yosei Koza" (Earning Power Development Program), an all-encompassing community that provides integrated support in branding, marketing, and B2B sales. A total of 420 companies nationwide participate in the program.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SA-10a
Cosmetics Marketing Seminar #3:
Product Strategies for Sustained Success in the Self-Select Makeup Market
Date & Time: October 2 (Fri) 11:50–12:30
Speaker:
ISEHAN Co., Ltd. Director, General Manager of Development Division
Kazuko Ikedo
Seminar Overview
Considering the competitive landscape of the self-select makeup market, primarily centered around drugstores and variety stores, this session examines product strategies for sustained success in Japan's intensely competitive domestic market, drawing on case studies from ISEHAN's single-category makeup brands including Heroine Make. The session will reveal the behind-the-scenes development approach — from identifying consumer needs to creating the distinctive "ISEHAN identity" — including package design unique to self-select makeup brands and formulation design that pursues high functionality. Furthermore, the session will explore product strategies for expanding globally based on the competitive strengths cultivated in the domestic market, while addressing differences in value perception between Japan and overseas markets.
Speaker Profile
Kazuko Ikedo
Joined the ISEHAN Group in 1994. Since then, she has devoted her entire career to product development. In 2002, as a product planning designer, she led the launch of a new brand for variety stores. She has nurtured numerous brands including Heroine Make, Heavy Rotation, KISSME FERME, kiss, and KISSME Mommy. In 2018, she was appointed General Manager of the Development Division, where she continues to oversee the planning and development of products and promotional materials, bringing to market a diverse array of products that have garnered attention from consumers. In 2024, she was appointed Director of ISEHAN Co., Ltd. In 2025, she was further appointed Director of group companies Marsh Field Co., Ltd. and Elizabeth Co., Ltd., overseeing product creation across the entire ISEHAN Group.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SP-12
Cosmetics Marketing Seminar #4:
DECORTÉ Grand Design 2026: What DECORTÉ Undertook in Its Domestic Strategy
Date & Time: October 2 (Fri) 12:50–13:30
Speaker:
KOSÉ Corporation, Executive Officer, General Manager of DECORTÉ Business Division
Taizo Inochio
Seminar Overview
DECORTÉ, which will celebrate its 60th anniversary in 2030, has achieved remarkable growth in the domestic market over the past five years — doubling sales and tripling its customer base. The domestic business strategy launched in 2021, "DECORTÉ Grand Design 2026," encompasses three key updates necessary to realize the brand's 2026 vision for retail channels, customers, and the brand itself. The first is an update to OMO-based customer experiences centered on customer IDs. The second is an update in the quality and quantity of customer experiences — specifically, alongside the launch of its own e-commerce platform in September 2021, the brand pursued quantitative expansion of digital customer experiences while simultaneously initiating qualitative reforms in in-store customer service to address the increased volume of customer information resulting from growing digital touchpoints. The third is an update to systems and frameworks — building a CDP (Customer Data Platform) to realize OMO-based customer experiences through customer ID utilization, and enhancing the OMO literacy of BCs (Beauty Consultants/sales staff) to support OMO-based customer experiences.
Speaker Profile
Taizo Inochio
Born May 26, 1970 in Tokyo
March 1994: Graduated from Chuo University, Faculty of Economics, Department of Economics
April 1994: Joined KOSÉ Corporation
After serving in sales roles across specialty stores, department stores, and chain drugstores, he joined the Selective Brand Business Division (now DECORTÉ Business Division) at KOSÉ Corporation in April 2017, where he was responsible for sales planning, beauty education planning, and business strategy development.
January 2023: Representative Director, KOSÉ Provision Co., Ltd.
January 2025: Executive Officer, KOSÉ Corporation, General Manager of Marketing Strategy Department & in charge of Marketing DX, concurrently serving as Representative Director of KOSÉ Provision Co., Ltd.
January 2026: Executive Officer, KOSÉ Corporation, General Manager of DECORTÉ Business Division
April 2012: Enrolled in Hosei University Graduate School, Graduate School of Business Administration, Marketing Course
March 2014: Completed Hosei University Graduate School, Graduate School of Business Administration, Marketing Course
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SP-13
BEYOND BEAUTY TOKYO 2026 will also feature numerous presentations by key figures active at the forefront of the industry, as well as seminars focused on the latest trends and market dynamics. These sessions go beyond mere information gathering — attendees will take away actionable perspectives and decision-making frameworks that can be immediately applied to their business operations. Why not attend our seminars and gain knowledge that can be applied to your future business? We look forward to welcoming you to the BEYOND BEAUTY TOKYO 2026 seminars.
BEYOND BEAUTY TOKYO 2026 Event Overview
Dates: September 30 (Wed) – October 2 (Fri), 2026
Venue: Tokyo Big Sight, West Hall
Visitor Pre-Registration & Seminar Registration ↓
→ Seminar List & Registration
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/
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