Japan Marketing Association Announces 18th Japan Marketing Award Winners: Shiseido Anessa Takes Grand Prix

The Japan Marketing Award Selection Committee, chaired by Hiroyuki Sunama (Director, Mainichi Shimbun), has finalized the results for the 18th Japan Marketing Award, recognizing outstanding marketing activities conducted in 2025.

Out of 126 nominated and self-applied projects, Shiseido Japan's 'Anessa Brush-on Powder' was selected for the Grand Prix. In addition, one Sub-Grand Prix, five Encouragement Awards, and three Regional Awards were announced. The award ceremony is scheduled for June 12, 2026, at the Shinagawa Prince Hotel in Tokyo.

### Grand Prix Winner: Shiseido Japan Co., Ltd.
**'Putting an End to the UV Reapplication Dilemma: Anessa Brush-on Powder'**
Developed in collaboration with Matsukiyo Cocokara & Co., Shiseido addressed the consumer pain point of reapplying sunscreen over makeup. By creating an integrated brush-and-powder product, they successfully targeted the growing demand for convenient sun protection. Strong social media engagement and strategic channel-exclusive sales led to significant commercial success and a nationwide rollout scheduled for 2026.

### Sub-Grand Prix: Unicharm Corporation
**'The World’s First Horizontal Diaper Recycling: RefF'**

### Encouragement Awards:
- **Ishikawa Prefecture:** Marketing for Life Protection during the Noto Peninsula Earthquake.
- **Japan Association for the 2025 World Exposition / Dentsu JV:** Social phenomenon creation for Expo 2025.
- **Sanwa Construction Co., Ltd.:** 'Shio-Jelly' created by a general contractor.
- **Taneya & Club Harie:** La Collina Omihachiman.
- **Suntory Wellness:** 'VARON Masters Blend.'

### Regional Awards:
- **Kansai:** Osaka Jogakuin.
- **Kyushu:** Moonstar 'I'm UWABAKI PROJECT'.
- **Hokkaido:** Everybody’s Picture Book Award.

The newly introduced open application system this year led to a more diverse range of entries from various industries and scales, deepening the quality of the selection process.