Mimi Beauty and Hakuhodo's Kaiwai Marketing Research Project Jointly Conduct 'Survey on the State of the Beauty Community' - Unveiling the 'Chain of Influence' from the Core 'Active Beauty Accounts' and Cluster-Specific Strategies

Mimi Beauty, Inc. (Location: Shibuya-ku, Tokyo; President & CEO: Ryoko Kurokawa), which operates the beauty media outlet "Mimi Beauty," has jointly conducted a "Survey on the State of the Beauty Community" with the "Kaiwai Marketing Research Project," a part of the "Seikatsusha Insight & Technology Institute," a specialized organization under Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Kenji Nagura, hereinafter "Hakuhodo").

The project has been researching and developing marketing for "kaiwai," which are loose-knit groups formed by consumers based on their "likes" and interests. Among the diverse range of "kaiwai," the project focused on "beauty," one of the areas of high consumer interest, for further specific research.

In this survey, a cluster analysis was conducted on consumers interested in beauty information, based on their attitudes and information-gathering behaviors related to their interests. The survey revealed the diversity of the people who make up the "beauty kaiwai" and the reality of the segment that drives the community, which we report here.

Beauty Account (Biyou-Aka): A person who disseminates, exchanges, and collects beauty information such as cosmetics, skincare, and cosmetic surgery on social media, and engages in beauty-related activities. (Aka refers to an SNS account).

Survey Result Summary

- A cluster analysis based on attitudes and information-gathering behaviors regarding interests extracted five clusters: "(1) Active Beauty Accounts," "(2) Silent Heavy Spenders," "(3) Trend-Loving Hobbyists," "(4) Natural Beauty Adopters," and "(5) Trend Followers."

- While about 70% of respondents believe that a "beauty community" or "beauty accounts" exist, only the "(1) Active Beauty Accounts" cluster had a self-identification rate of over 50%.

- People who are not only interested in beauty but also "actively post" are recognized as the "beauty community/beauty accounts." It is inferred that the "(1) Active Beauty Accounts" cluster, which includes many such influential individuals, creates the trends within the community.

Overview and Approach for Each Cluster

- "(1) Active Beauty Accounts": The central cluster involved in multiple communities and serving as the source of beauty information and trends. Creating an environment where this group can express honest opinions, as well as approaching them from related communities, is presumed to be effective.

- "(2) Silent Heavy Spenders": This group spends the most on beauty but has low motivation for posting and interaction, quietly focusing on their beauty routines. Due to their strong distrust of social media information, delivering reliable, first-party information unique to companies is key.

- "(3) Trend-Loving Hobbyists": A student-centric group sensitive to trends and active in posting and interacting within their close circles. Designing content that encourages sharing among peers and, similar to (1), approaching them from related communities is presumed effective.

- "(4) Natural Beauty Adopters": This group focuses on skincare to meet general standards. Appeals emphasizing peace of mind with minimal effort are more effective than focusing on trends or the latest information.

- "(5) Trend Followers": They have a broad but shallow interest and spend on beauty to keep up with others. The initial approach should be to target "(1) Active Beauty Accounts" to create a sense of "what's trending" to pique their interest.

Insight: The "Chain of Influence" and the "Key to Marketing" in the Beauty Community

This survey revealed that the beauty community is a group with a wide gradient, from highly enthusiastic to less engaged individuals. Notably, while about 70% acknowledge the existence of the "community," only the central "(1) Active Beauty Accounts" cluster has a self-identification rate exceeding 50%. This is likely influenced by the unique background of the beauty domain, where interest is driven not only by pure "like" emotions, as seen in fan activities, but also by "social necessities" such as romance, marriage-seeking, and the perception of others. However, the clusters are not disconnected; a clear structure of information dissemination exists. It is inferred that trends initiated by the central "(1) Active Beauty Accounts" ripple through younger, information-savvy segments ("(3) Trend-Loving Hobbyists") and ultimately influence the purchasing decisions of those who rely on the opinions of more knowledgeable people ("(4) Natural Beauty Adopters," "(5) Trend Followers"), creating a "chain of influence."

Future beauty marketing will require an approach that presupposes this diversity. This necessitates a deep understanding of the characteristics and insights of each cluster. Furthermore, deeply understanding the insights of the "(1) Active Beauty Accounts," who are the hub of the community and the only group with a self-identification rate over 50%, and creating an environment where they can disseminate high-quality information, will be a crucial point that determines the formation of trends in the entire market.

Survey Design

Survey on the State of the Beauty Community
Region: Nationwide
Target: Women aged 15-44
Sample Size: Screening survey 14,672 ss, Main survey 1,500 ss
Method: Internet survey
Date: December 19 (Fri) - December 22 (Mon), 2025

Hakuhodo Seikatsusha Insight & Technology Institute
Established in September 2024, this specialized organization aims to promote client companies' consumer-centric thinking. Under the concept of "Future Seikatsusha Insight," it conducts research, development, education, and communication on various themes such as "Seikatsusha-centric Management," "Focused Seikatsusha Insight," "Consumer Psychology and Behavior," "Co-creation of a Well-being Society," and "Creativity Based on Seikatsusha Insight."

Kaiwai Marketing Research Project
A research project that studies "kaiwai"—loose-knit groups formed by consumers based on their "likes" and interests—and develops marketing methods targeting them. After releasing a report in November 2024, it launched a specialized research project, "Hen-ai Kaigi (TM)," in December 2025 focusing on "kaiwai" related to fan activities, continuing to conduct in-depth research on specific "kaiwai" and provide recommendations from a marketing perspective.