In 2018, Dior Makeup led as Japan’s most mentioned beauty brand with their gender-neutral products, while NARS followed with impactful influencer collaborations and events. Shiseido also made notable progress by integrating Japanese culture into their marketing with their “Gifting Japan to the World” collection.
Published On: December 12, 2018
It’s nearly the end of the year; a reflective time, where we take stock of everything we’ve accomplished thus far. Here at Wearisma, we’ve utilised intelligent data to provide a complete list of the top brands in Beauty, Fashion and Luxury who have conquered Influencer Marketing in four countries (US, UK, Japan and France) in 2018. In this post we’ve revealed the most popular Beauty brands in Japan. By combining this data with in-depth analysis, we’ve been able to reveal their successful strategies and give insights into the techniques that you should be using in 2019 and beyond!
Dior Makeup became Japan’s most mentioned beauty brand in 2018. Their success can be attributed to their acknowledgement of a growing interest in beauty from males, particularly in Japan. Therefore, Dior’s social media push of gender neutral products such as their Backstage Face & Body foundation; which the brand labels as ‘For all, he or she’ was sure to delight Japanese audiences.
Coming just behind Dior Makeup is Shiseido owned brand, NARS. By working with mega influencers like Japanese model Hikari Mori (@hikari) and sending a cohort of influencers to Ibiza for the launch of their new ‘Climax’ Mascara, NARS has shown that a high level of invested in influencer marketing, can be fruitful.
It can be argued that Shiseido’s integration of Japanese culture within their digital marketing has earned them a fifth place spot in this list. The brands “Gifting Japan to the World” collection includes five handcrafted brushes reminiscent of ancient Japanese calligraphy, which engaged audiences on a cultural level.
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
WeArisma’s 2025 State of Luxury Report has been featured WWD! Amongst the numerous metrics for luxury brands to benchmark against competitors, we highlight Resonance and Virality as crucial, underlooked criteria.
WeArisma’s Beauty 2025 State of Influence Interactive Report – Your Essential Guide to Beauty Brand Success in the Digital Age.
The beauty landscape is evolving. Traditional strategies no longer guarantee success – Resonance, Virality, and Authentic Engagement are beginning to define market leaders.
Our latest Beauty 2025 State of Influence Report uncovers the key shifts shaping Skincare, Makeup, and Fragrance, and the strategies fueling sustained impact.
Influential voices have delivered outstanding Ripple Impact for the world’s top-performing beauty brands, collectively reaching and engaging far more consumers than brand owned social media channel. They:
Reached up to 26X more consumers, generated up to 19X higher EMV, produced up to 73X more content, and drove up to 83X greater Engagement
This interactive report lets you explore key performance metrics, compare data across countries, and discover which luxury brands lead the rankings.
Stay up to date with the latest industry trends and topics
Discover how WeArisma can help you harness the power in influence, grow your brand’s presence, and achieve measurable success.
WeArisma combines the power of AI, influencer marketing and social listening to deliver smarter, scalable strategies with real impact.
