AVANCÉ Holds "First Makeup Event" Nationwide to Teach Parents and Children Basic Makeup and Care

AVANCÉ Co., Ltd. (Headquarters: Minato-ku, Tokyo, Representative: Ryo Namba) held the "First Makeup Event" from April to June 2026 in four locations across Aichi, Nagano, Kyoto, and Ehime prefectures. The event was designed for children beginning to take an interest in makeup, allowing them to learn the fun and basic use of makeup, as well as pre- and post-makeup care, together with their guardians.

This event is a participatory makeup lesson that values children's curiosity to "try makeup" while teaching parents and children the necessity of sunscreen and cleansing, and the correct way to use cosmetics. It aims to provide an opportunity for children to take their first step into makeup with confidence and in their own way, by conveying the importance of enjoying beauty while caring for their skin and eyes, not just enjoying the finished makeup look.

Caring for Skin and Eyes is as Important as Enjoying Makeup

The core idea behind the First Makeup Event is AVANCÉ's philosophy of conveying the importance of caring for skin and eyes alongside the fun of makeup. At the beginning of the event, AVANCÉ's history and brand philosophy were introduced, highlighting its focus as a cosmetic brand specializing in eye area products.

AVANCÉ was established in 1996 as a group company of Hollywood Cosmetics Co., Ltd., which was the first in Japan to launch mascara. It is a pioneer brand in eyelash serums, being the first in Japan to launch one.

Under the brand concept of "Thorough care while applying makeup," the company implemented a program that allows children to learn both makeup and care in easy-to-understand terms, leveraging its long-cultivated expertise in eye area beauty and makeup.

During the lesson, participants were first asked, "What is important when applying makeup?" and were taught the importance of not only achieving a beautiful finish but also applying sunscreen, thoroughly removing makeup, and caring for the skin and eyes.

Experiencing Basic Makeup Steps from Sunscreen to Cleansing

The makeup lesson began with learning the role of sunscreen in protecting the skin from UV rays.

Participants practiced applying sunscreen to five points on their face and gently spreading it from the center outwards using their fingers and a sponge. They were told that daily UV protection leads to maintaining healthy skin.

Next, using an eye makeup remover, the importance of removing eye makeup and a cleansing method that is gentle on eyelashes and eyelids were introduced.

Beginners to makeup were clearly instructed on how to place a cotton pad on the eyelid, let it blend with the makeup, and then gently wipe it off. They also learned how to remove mascara without pulling the lashes too hard, and how to carefully remove eyeliner with a cotton swab.

The lesson aimed to teach the importance of removing makeup thoroughly after use as a single habit, alongside enjoying makeup.

Enjoying "Natural Glam Makeup" by Choosing Colors That Suit You

The makeup theme for this event was "Natural Glam Makeup," which enhances one's unique charm with a natural finish. Participants chose their preferred colors from two types of "Eye Fleur Palettes" (blue-based and yellow-based) and challenged themselves to create a natural gradation by layering a cream base and three eyeshadows in order.

For eyeliner, they were shown how to draw along the upper lash line from the center of the pupil to the outer corner of the eye. Tips that are easy for makeup beginners to practice, such as resting the elbow on a table to stabilize the hand, were shared.

Furthermore, they experienced how to care for the eye area with an eyelash serum and how to apply mascara by wiping off excess product on a tissue, learning techniques to enjoy makeup while caring for their lashes.

Completing Their Own Makeup by Choosing Their Favorite Colors

In the lip and cheek lesson, participants chose their favorite color from two options: pink and coral.

For lipstick, they applied it from the center of the lips outwards. For blush, they made a heart-shaped stamp on the cheeks where they naturally rise when smiling, and gently blended it with their fingers. Finally, a two-layer mist containing water serum and oil was used to moisturize the skin after makeup application. Participants, looking in the mirror, completed their "first makeup" step-by-step, applying eyeshadow, eyeliner, mascara, lipstick, and blush themselves.

Fostering Parent-Child Communication Through Makeup

Many parents are unsure how to guide their children when they start showing interest in makeup, including what products to choose and how to use them. In this event, parents watched their children apply makeup, enjoyed the experience together, and conversed about color choices and the finished look. The "First Makeup Event" values the natural conversations that arise between parents and children, leading to an awareness of the child's preferences and growth, sparked by makeup.

Held in Four Locations: Aichi, Nagano, Kyoto, and Ehime

Aichi Venue

First Makeup Event ~New Semester! Natural Glam Makeup in Aichi~

Date: April 11 (Sat) & 12 (Sun), 2026 Venue: Apita Anjo Minami Store (Anjo City, Aichi Prefecture) Number of Participants: 58 parent-child pairs, 127 people total

Participation Condition: Purchase one "AVANCÉ Eye Fleur Palette" at the store.

Nagano Venue

First Makeup Event ~Natural Glam ♡ Popular Makeup in Nagano~

Date: May 16 (Sat) & 17 (Sun), 2026 Venue: Tsutaya Books Sakudaira Store (Saku City, Nagano Prefecture) Number of Participants: 32 parent-child pairs, 70 people total

Participation Condition: Purchase one "AVANCÉ Eye Fleur Palette" at the store.

Kyoto Venue

First Makeup Event ~Natural Glam ♡ Popular Makeup in Kyoto~

Date: May 23 (Sat) & 24 (Sun), 2026 Venue: Aming Matsuiyamate Store (Kyotanabe City, Kyoto Prefecture) Number of Participants: 40 parent-child pairs, 87 people total

Participation Condition: Purchase one eligible AVANCÉ event product at the store.

Ehime Venue

First Makeup Event ~Natural Glam Makeup in Ehime~

Date: June 13 (Sat) & 14 (Sun), 2026 Venue: Mimosa Niihama Store (Niihama City, Ehime Prefecture) Number of Participants: 42 parent-child pairs, 91 people total

Participation Condition: Purchase one "AVANCÉ Eye Fleur Palette" at the store.

Main Items Used in the Event

A Healthy Introduction to Beauty for the Next Generation

AVANCÉ aims to make the very first encounter with beauty and makeup a positive and memorable experience for children, not just by providing cosmetics. Makeup is one way to express individuality and brighten one's mood. On the other hand, protecting the skin, thoroughly removing makeup, and knowing how to use products appropriately are also important for enjoying beauty healthily.

Moving forward, AVANCÉ will continue to leverage its long-cultivated expertise in eye area beauty and makeup to expand opportunities nationwide where parents and children can learn and discuss beauty together, while staying attuned to children's curiosity.

About AVANCÉ

AVANCÉ Co., Ltd. was established in 1996 as a brand for the younger generation within the Hollywood Cosmetics Group. The group is known for first introducing Hollywood film makeup techniques to Japan and popularizing mascara, and AVANCÉ inherits this traditional expertise. Building on the foundation of Hollywood Cosmetics' technology, which celebrated its 100th anniversary in 2025, AVANCÉ also pursues quality and innovation.

The AVANCÉ brand name "AVANCÉ" means "advance, lead, superior" in French, emphasizing the company's commitment to proposing trends that look ahead of the times. In the 1990s, a thin eyebrow boom emerged due to the influence of charismatic artists, rapidly increasing women's aesthetic awareness of their eye areas. Amidst this trend, in April 1997, the eyelash care serum "Lash Serum" was launched and became a major hit. This Lash Serum series continues to be a long-selling product loved by many. Since then, under the concept of "Thorough care while applying makeup," the company has expanded its product line, focusing on the eye area, and now offers a wide range of products beyond the eye zone.

Company Profile

Company Name: AVANCÉ Co., Ltd.

Representative Name: Ryo Namba (President and Representative Director)

Location: 4F Hollywood Beauty Plaza, 6-4-1 Roppongi, Minato-ku, Tokyo 106-0032

TEL: 03-3403-3817

Brands Handled: AVANCÉ and DÉSIR

Products Handled: Eyelash serums and other eye zone items, removers, skincare, base makeup, etc.

URL: https://www.avance-cosme.co.jp/