KEEN Inc. Begins Serial Contribution to "Daily Cosmetics Newspaper," Deciphering New Trends in Beauty Marketing in the SNS Era from the Perspective of "Kaiwai"
KEEN Inc. announced that it will begin serializing articles in the "Daily Cosmetics Newspaper" from April 2026. The series will analyze the impact of "kaiwai" (online communities) on beauty marketing in the SNS era, aiming to deepen industry discussions.
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 20:30
- 🔍 Collected: May 1, 2026 at 12:01
- 🤖 AI Analyzed: May 1, 2026 at 20:29 (8h 27m after Collected)
KEEN Inc. (Location: Shibuya-ku, Tokyo; Representative Director: Kazuha Ogura; hereinafter KEEN) announced that it will begin contributing a series of articles to "Daily Cosmetics Newspaper," a specialized paper for the cosmetics and daily necessities industry, starting from April 2026.
■ Background
With the spread of SNS, the structure of marketing in the beauty and cosmetics industry has changed significantly. The influence of "kaiwai," a community phenomenon unique to SNS, on brands and the market is growing year by year, and KEEN has been providing support while addressing this theme daily.
Although this is an area expected to develop further, we decided to contribute this series with the hope that sharing the insights and practical examples we have gained will help deepen discussions across the industry. We aim to create a forum where we can collectively consider changes in beauty marketing from the perspective of "kaiwai."
■ Overview of the Series
This series will decipher the structural changes in beauty marketing in the SNS era from the perspective of "kaiwai marketing," KEEN's specialty, incorporating actual brand case studies.
In the past, mass media marketing, starting with TV commercials and magazines, was mainstream in beauty marketing. However, with SNS becoming the primary source of information, its structure has changed significantly. Interest-based communities called "kaiwai," where users with similar interests naturally gather through algorithms, have emerged, and the way brands are discussed and evaluated spreads fundamentally differently than before.
The first installment analyzes how SNS communities, including "thin skin kaiwai," form and disseminate brand evaluations. It explains the reality that even for the same product, evaluation criteria differ among various kaiwai, such as ingredient enthusiast kaiwai and department store cosmetics kaiwai.
■ Themes of the Series
Structural changes in beauty marketing in the SNS era
The impact of interest-based communities called "kaiwai" on brand evaluation
Market analysis based on actual brand and product case studies
Context-based communication strategies that do not depend on follower count
■ Media for Publication
Daily Cosmetics Newspaper (Specialized paper for distributors, manufacturers, and retailers in the cosmetics and daily necessities industry)
■ About KEEN Inc.
KEEN Inc., which develops "Kaiwai Marketing" support services utilizing generative AI, was established in 2019 with the vision of "creating a movement that changes the world by freeing people from various 'excuses for not being able to' by having working individuals engage in activities within a third community." The company develops "KEEN Kaiwai DB," which visualizes and analyzes the enthusiasm of communities (kaiwai) with specific interests using its unique database, and provides marketing support utilizing "KEEN Kaiwai DB." By analyzing the often-sensory enthusiasm of fans, the company supports corporate marketing activities and strives to create a sustainable economic zone that is not a fleeting buzz. It has obtained ISO/IEC 27001 international information security certification and has raised funds from companies such as FreakOut Holdings, Inc.
KEEN Inc.: https://keen-inc.com/
■ Background
With the spread of SNS, the structure of marketing in the beauty and cosmetics industry has changed significantly. The influence of "kaiwai," a community phenomenon unique to SNS, on brands and the market is growing year by year, and KEEN has been providing support while addressing this theme daily.
Although this is an area expected to develop further, we decided to contribute this series with the hope that sharing the insights and practical examples we have gained will help deepen discussions across the industry. We aim to create a forum where we can collectively consider changes in beauty marketing from the perspective of "kaiwai."
■ Overview of the Series
This series will decipher the structural changes in beauty marketing in the SNS era from the perspective of "kaiwai marketing," KEEN's specialty, incorporating actual brand case studies.
In the past, mass media marketing, starting with TV commercials and magazines, was mainstream in beauty marketing. However, with SNS becoming the primary source of information, its structure has changed significantly. Interest-based communities called "kaiwai," where users with similar interests naturally gather through algorithms, have emerged, and the way brands are discussed and evaluated spreads fundamentally differently than before.
The first installment analyzes how SNS communities, including "thin skin kaiwai," form and disseminate brand evaluations. It explains the reality that even for the same product, evaluation criteria differ among various kaiwai, such as ingredient enthusiast kaiwai and department store cosmetics kaiwai.
■ Themes of the Series
Structural changes in beauty marketing in the SNS era
The impact of interest-based communities called "kaiwai" on brand evaluation
Market analysis based on actual brand and product case studies
Context-based communication strategies that do not depend on follower count
■ Media for Publication
Daily Cosmetics Newspaper (Specialized paper for distributors, manufacturers, and retailers in the cosmetics and daily necessities industry)
■ About KEEN Inc.
KEEN Inc., which develops "Kaiwai Marketing" support services utilizing generative AI, was established in 2019 with the vision of "creating a movement that changes the world by freeing people from various 'excuses for not being able to' by having working individuals engage in activities within a third community." The company develops "KEEN Kaiwai DB," which visualizes and analyzes the enthusiasm of communities (kaiwai) with specific interests using its unique database, and provides marketing support utilizing "KEEN Kaiwai DB." By analyzing the often-sensory enthusiasm of fans, the company supports corporate marketing activities and strives to create a sustainable economic zone that is not a fleeting buzz. It has obtained ISO/IEC 27001 international information security certification and has raised funds from companies such as FreakOut Holdings, Inc.
KEEN Inc.: https://keen-inc.com/