Dentsu Digital Launches Cross-Departmental Creative Research Team 'BEAUTY ONE' to Unify Fragmented Beauty Product Marketing

Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Tsugimoto Tsubasa; hereinafter 'Dentsu Digital') today launched 'BEAUTY ONE,' a cross-departmental creative research team specialized in the beauty sector, to support clients in designing consistent customer experiences in beauty product marketing. The team comprises experienced creative directors, art directors, copywriters, and strategic planners with extensive expertise in beauty products. By continuously conducting trend research and case studies, they will provide tailored consultations, discussions, and workshops to help clients achieve marketing strategies that balance brand value and business outcomes. In recent years, the rise of AI chat and social media has diversified how consumers access information. In the beauty industry’s digital marketing landscape, two distinct purchasing behaviors coexist: the 'journey-type,' where trust in a brand is built gradually, and the 'pulse-type,' where purchases are made instantly upon exposure to social media content. While both behaviors must be addressed, brand advertising, acquisition campaigns, and social media activities are often managed by separate teams, leading to organizational silos that undermine consistency across marketing efforts. Such fragmentation results in consumers receiving inconsistent brand experiences and messages across touchpoints, creating a mismatch between a brand’s intended identity and actual communication. This not only worsens CPA (Customer Acquisition Cost) and reduces LTV (Lifetime Value) but may also erode brand trust. Therefore, an integrated approach that unifies strategy, advertising, and social media under a consistent vision is essential. To resolve this fragmentation, 'BEAUTY ONE' brings together specialists from Dentsu Digital’s strategy, creative, and social media divisions. Leveraging deep expertise from past beauty marketing projects and utilizing the company’s proprietary AI tools at every stage※1, the team enhances customer understanding through AI persona dialogues and generates high-quality creative content. This ensures brand consistency while maximizing speed and quality for business growth. ① Continuous Trend Research and Knowledge Sharing 'BEAUTY ONE' conducts ongoing trend analysis and case studies on beauty marketing from three perspectives: strategy, creative, and social media. Findings are systematically compiled into a report titled 'BEAUTY ONE BOOK.' This includes consumer trend and customer journey analysis (strategic perspective), insights into high-performing creative expressions (advertising perspective), and successful fan engagement cases and trending hashtags (social media perspective). These insights will be widely shared with clients through trend briefings and workshops. ② AI-Driven Compliance with Pharmaceutical Affairs Law and Expert Collaboration To address the critical need for compliance with Japan’s Pharmaceutical and Medical Devices Act (PMD Act) in beauty product communications, the team combines AI tools with expert oversight※2. Rapid regulatory checks via an AI-powered compliance system, combined with expert review of copy and visuals by a specialized regulatory team, significantly reduce compliance workload. This enables creative teams to focus on strategic planning and innovative expression while fully adhering to legal requirements, maximizing brand appeal within regulatory boundaries. Moving forward, Dentsu Digital will continue to support domestic and international beauty brands in achieving both enhanced brand value and measurable business results through the 'BEAUTY ONE' initiative. ■ Related Article on Dentsu Digital’s Owned Media 'KNOWLEDGE CHARGE' How a Research Team Tackles Structural Challenges in the Beauty Industry: The Full Story Behind 'BEAUTY ONE' https://www.dentsudigital.co.jp/knowledge-charge/articles/2026-0616-beauty-one ※1: AI tools are used to assist and streamline decision-making; final judgments are made by human team members. ※2: Dentsu Digital’s interpretations of the PMD Act and related regulations are general legal opinions. Final legal approval for advertising content remains the client’s responsibility. https://www.dentsudigital.co.jp/ Dentsu Digital is Japan’s largest integrated digital agency. Guided by the purpose of 'moving hearts, creating value, and changing the world,' we leverage human-centered creativity and technology to drive transformation across all areas of business. As a growth partner for our clients, we co-create new value to advance both economic and social progress.