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.
Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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