Hakuhodo's 'Kaiwai Marketing Research Project' and Beauty Media 'Mimi Beauty' Conduct Joint Survey on the 'Beauty Community'

The 'Kaiwai Marketing Research Project,' under Hakuhodo Inc.'s 'Seikatsusha Insight Technology Research Institute,' has partnered with the beauty media 'Mimi Beauty,' operated by Mimi Beauty Inc., to conduct a survey on the 'Beauty Community.' The project has been researching 'Kaiwai' (communities)—loose groups formed by consumers based on shared interests—and developing marketing strategies for them. Focusing on 'beauty,' a high-interest area, the survey performed cluster analysis on consumers interested in beauty information based on their consciousness and information-seeking behavior. The survey revealed the diversity of people forming the 'beauty community' and the reality of the segments driving it. A 'Beauty Account' (Biyo-aka) refers to individuals who post, exchange, and collect beauty information such as cosmetics, skincare, and plastic surgery on social media. The survey identified five clusters: 1) Active Beauty Accounts, 2) Quiet Big Spenders, 3) Multi-hobby Trend Lovers, 4) Natural Beauty Segment, and 5) Trend Followers. While 70% of respondents acknowledged the existence of a 'beauty community,' only the 'Active Beauty Account' cluster had a majority who identified themselves as such. It is inferred that those who not only have an interest but also 'post' information are recognized as the core of the community and drive trends. The findings suggest an 'influence chain' where trends initiated by the core 'Active Beauty Account' cluster ripple through younger, trend-sensitive segments to reach more passive consumers. Future beauty marketing will require approaches that account for this diversity.