890 'GEKIHEN' Works by Hairstylists and Beauty Students Gather. Final Results of Before→After Video Contest 'GEKI→HEN AWARD 2026' Announced!

Boku to Watashi to Co., Ltd., a company specializing in planning and Emo-Marketing® for Gen Z, in collaboration with Nicca Chemical Co., Ltd. Demi Cosmetics, a comprehensive manufacturer of salon cosmetics, planned and produced the Before→After video contest 'GEKI→HEN AWARD 2026' using TikTok and Instagram. On Tuesday, May 26, 2026, an award ceremony was held, and the final results, including the Grand Prix, were announced from a total of 890 entries.

At the award ceremony, Boku to Watashi to Co., Ltd. was in charge of the event's flow design, direction, and creative production for the venue. Held at the event house 'Tokyo Culture Culture' in Shibuya, they designed an award experience that conveyed the charm of the winners' skills and works.

■ About the Before→After Video Contest 'GEKI→HEN AWARD 2026'
The 'GEKI→HEN AWARD' is a contest with the concept 'Drastically change your life,' where hairstylists express the transformation of clients through techniques like cutting, coloring, perming, styling, and makeup in Before→After videos.
First held in 2025, the contest recorded 753 entries and approximately 1.1 million total views on TikTok, gaining attention as a new platform for hairstylists in the social media era.
The second edition, 'GEKI→HEN AWARD 2026,' expanded its eligibility from hairstylists to include beauty students. It also strengthened its presence on Instagram, accepting challenges from a wider range of participants, including the next generation aiming to become hairstylists.
As a result, 890 works, surpassing last year's number, were submitted, and various 'GEKI→HEN' transformations by hairstylists and beauty students were shared through official social media channels.
The entries were judged comprehensively based on the degree of change, technical skill, trendiness, and social media response. The final results, including the Grand Prix, were announced at the award ceremony on Tuesday, May 26, 2026.

■ From 890 Entries, Fumiaki Nakano (MASHU) Wins Grand Prix! A Work that Brought Out Individuality Before Job Hunting
At the ceremony, the winning works for each award, selected from 890 entries, were announced. The Grand Prix was awarded to 'A unique GEKI→HEN before job hunting!' by Fumiaki Nakano of MASHU.

■ Grand Prix
'A unique GEKI→HEN before job hunting!' / Fumiaki Nakano (MASHU)
▼ Judge's Comments
TAKUMA [God of Gals] (ZYNX Shibuya CEO): The video's composition, starting with the distinctive word 'acoustic guitar,' was very easy to watch. The counseling ability to verbalize the client's suggestions and share the image, and the beautiful finish were outstanding.
Yokoi Takuya (Amoute CEO / 2nd GENs Inc. CEO): His unique sense of matching was the best among all works. The coloring technique was overwhelmingly wonderful. The client's joy was well conveyed.
Kento Imataki (Boku to Watashi to Co., Ltd. CEO): His ability to verbalize an abstract request like 'individualistic, not just cute' to a concrete and visually imaginable level was excellent. He perfectly embodied the 'らしさ' (rashisa - 'one's own style') that Gen Z seeks.

■ Semi-Grand Prix
'GEKI→HEN with the last bleach before starting a job!' / Daiki Harada (STAGE)
▼ Judge's Comments
Rina Ishii (LIPPS hair Shibuya 2nd floor Executive Designer/Director): The client's atmosphere changed so drastically, it was a true 'gekihen'! The hairstylist's detailed suggestions and delicate coloring techniques were also wonderful.
Kohei Himi (aid hair salon CEO): The client, who seemed somber during the initial counseling, had a confident expression in the After scene, showing high satisfaction.

■ Judge's Special Award
'The cutest GEKI→HEN for a graduation ceremony!' / Miu Ito (ZEST ange)
▼ Judge's Comments
Rina Ishii: The act of styling hair for a client's important day is wonderful in itself. I was genuinely moved by her incredibly cute appearance and smile afterward.

'GEKI→HEN into a cool older guy!' / Taisuke Horikoshi (LalarOomo)
▼ Judge's Comments
Yokoi Takuya: The content is easy to watch and of high quality. It's great to see a realistic salon work atmosphere. Incorporating men's makeup is also a plus.

'GEKI→HEN into a mature, long, loose short style!' / Yuto Nashi (fifth TOKYO)
▼ Judge's Comments
Kento Imataki: He wonderfully achieved a natural 'glow-up' in response to the difficult request of 'make it look normal.'

'GEKI→HEN from black hair to milk tea hair!' / Shinnosuke Yamada (lote.Nagoya)
▼ Judge's Comments
Kohei Himi: It was great to see a beautiful color achieved for the important occasion of a graduation color, considering the previous hair history. The counseling was particularly thorough.

■ General Judge's Award
'GEKI→HEN from long black-dyed hair to a high-tone color!' / Masaharu Motosugi (LOUIS)
▼ Judge's Comments
TAKUMA [God of Gals]: The finish was simply stunningly cute. Despite the difficult hair history, the customer service was reassuring and pleasant to watch.

■ From a Social Media Video Contest to a Real Event. Boku to Watashi to Co., Ltd. Handled the Award Ceremony's Direction and Design
The 'GEKI→HEN AWARD 2026' award ceremony was held on Tuesday, May 26, 2026, at 'Tokyo Culture Culture' in Shibuya. Boku to Watashi to Co., Ltd. not only produced the contest itself but also handled everything from the ceremony's flow design to the creation of trophies, panels, and venue decorations.
Expanding from the inaugural 2025 ceremony, the 2026 event was upgraded to a venue where finalists, judges, and affiliates could gather. They designed the presentation as a real event to showcase the winners' skills and works on stage.
They also produced the overall flow design of the ceremony and creative elements like trophies, panels, and a digest movie, designing an award experience where the contest's concept, 'Drastically change your life,' could be felt in a real-world setting.

■ Staff List
Business Producer: Yumeno Fujihara, Creative Director: Fumi Togiya, Content Producer: Simojiyuh, Assistant Director: Shizuku Yamane, Designer: Erina Ohashi, Engineer: Taito Ito