In an era of significant shifts in market conditions and consumer values, cosmetics brands are required to go beyond simply creating "good products" — they must understand evolving consumers, 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 now for the future of cosmetics marketing? At BEYOND BEAUTY TOKYO, four speakers will share their expertise and case studies covering the latest customer insights and trends, techniques for making products stand out, product strategies for winning in fiercely competitive markets, and OMO (Online Merges with Offline) and customer experience strategies that support brand growth. Don't miss the chance to attend these sessions in person.
Cosmetics Marketing Seminar Series #1:
"Trends" and "Customer Insights" That Every Cosmetics Industry Professional Needs 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 celebrating its 20th year, trusted by marketers at numerous cosmetics manufacturers. Drawing on proprietary research that conducts monthly fixed-point observations across diverse information sources — including women's magazines, social media, and real-world consumer environments — to quickly articulate shifts in the "atmosphere" of female consumption, this seminar delivers the latest customer insights and trends for 2026.
"We're entering an era where context matters more than features, and experiences drive purchases more than ingredients." "Women's self-investment mindset has shifted from seeking healing to seeking optimization." "UGC is read after purchase, not before." What are the new psychological drivers of female consumption emerging from both data analysis and on-the-ground intuition? This session offers perspectives that can be immediately applied to your work — whether you're in product planning, marketing, or buying — illustrated with abundant case studies. Experience firsthand the power of "reading trend context" built on 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 bestseller for 20 years, widely supported by cosmetics manufacturers. She teaches cosmetics industry marketing at Sanno University's School of Business Administration. She has also contributed extensively to industry trade media such as Shukan Shogyou and Senken Shimbun. She holds an MBA from Waseda University Graduate School. Her publications include "Illustrated Ready-to-Use Guide: A Comprehensive Textbook on the Cosmetics Industry Structure and Careers" (Gijutsu-Hyoron-sha) and others.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SA-09
Cosmetics Marketing Seminar Series #2:
A TV Producer's "Presentation" and "Marketing" Techniques for Making Any Beauty or Health Product Grab Attention and Shine
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 then — based on facts — boldly declare it a hot topic yourself. Just as creating one standout, specialized element is essential in TV show production, in corporate marketing too, you won't be chosen without a single point that distinctly stands out. This session introduces 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. Building on the trust earned through one-on-one engagement with business leaders to address their needs and challenges, he launched an internal business support venture in 2021. He currently leads "Kasegu Chikara Yousei Kouza" (Earning Power Development Program), an all-encompassing community that provides integrated support across branding, marketing, and B2B sales, with 420 participating companies nationwide.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SA-10a
Cosmetics Marketing Seminar Series #3:
Product Strategy for Winning Continuously in the Self-Select Makeup Market
Date & Time: October 2 (Fri) 11:50–12:30
Speaker:
ISEHAN Co., Ltd., Director, Head of Development Division
Kazuko Ikedo
Seminar Overview
Considering the competitive landscape of the self-select makeup market, which is primarily distributed through drugstores and variety stores, this session draws on case studies from ISEHAN's single-category makeup brands — including Heroine Make — to explain product strategies for continuously winning in the intensely competitive domestic market. The presentation covers how ISEHAN identifies consumer needs behind the scenes of development, including package design unique to self-select makeup brands and formulation development focused on functionality, as well as the ingenuity that creates the distinctive "ISEHAN approach." Furthermore, the session explores product strategies for leveraging domestically cultivated competitiveness as a foundation for global expansion, examining differences in value perception between Japanese and overseas markets.
Speaker Profile
Fumie Yamashita
Joined the ISEHAN Group in 1994. She has devoted her entire career to product development, and in 2002, she took charge of launching a new brand for variety stores as a product planning designer. She has nurtured numerous brands including Heroine Make, Heavy Rotation, KISS ME FERME, kiss, and KISS ME Mommy. In 2018, she was appointed Head of the Development Division, and has since overseen the planning and development of products and promotional materials, bringing a diverse array of products that attract consumer attention to market. In 2024, she was appointed Director of ISEHAN Co., Ltd. In 2025, she also became a Director of Marsh Field Co., Ltd. and Elizabeth Co., Ltd., both group companies, directing product creation across the entire ISEHAN Group.
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SP-12
Cosmetics Marketing Seminar Series #4:
DECORTÉ Grand Design 2026 — What DECORTÉ Tackled 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 2026 vision for distribution, customers, and the brand. The first is an update to OMO (Online Merges with Offline) customer experiences driven by customer IDs. The second is an update to both the quality and quantity of customer experiences — specifically, the quantitative expansion of digital customer experiences coinciding with the launch of the company's own e-commerce platform in September 2021, along with a qualitative transformation of in-store service to address the increase in customer information resulting from expanded digital touchpoints. And the third is an update to systems and frameworks — building a CDP (Customer Data Platform) to enable OMO-based customer experiences driven by customer IDs, and enhancing OMO literacy among beauty consultants (sales staff) to deliver on these OMO 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 holding sales positions in specialty stores, department stores, and chain drugstores, he joined KOSÉ Corporation's Selective Brand Business Division (now DECORTÉ Business Division) in April 2017, where he led sales planning, beauty education planning, and business strategy development.
January 2023: Appointed Representative Director of KOSÉ Provision Co., Ltd.
January 2025: Appointed Executive Officer of KOSÉ Corporation, serving concurrently as General Manager of Marketing Strategy Department, in charge of Marketing DX, and Representative Director of KOSÉ Provision Co., Ltd.
January 2026: Appointed Executive Officer of KOSÉ Corporation, General Manager of DECORTÉ Business Division
April 2012: Enrolled in Hosei University Graduate School of Business Administration, Marketing Course
March 2014: Completed Hosei University Graduate School of Business Administration, Marketing Course
【Seminar Details & Registration】
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/#SP-13
BEYOND BEAUTY TOKYO 2026 also features numerous presentations by key figures at the forefront of the industry, as well as seminars on the latest trends and market developments. These sessions go beyond mere information gathering, providing attendees with actionable perspectives and decision-making frameworks that can be immediately applied to their work and business. Why not attend our seminars and gain knowledge you can leverage for your future business? We look forward to seeing you at 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
Pre-registration & Seminar Registration ↓
→ Seminar List & Registration
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/seminar/
→ Visitor Pre-registration
https://www.tenjikai-uketsuke.com/form/beyondbeauty2026/