SHISEIDO's Foundation Serum Generates 6 Million Views and 131 UGC Posts via NEL's 'osina', Driving New Customer Acquisition

NEL Inc. (Headquarters: Shibuya-ku, Tokyo; President: Riku Nishida), operator of the platform 'osina' that connects brands and customers through 'oshi' (enthusiastic support), utilized 'osina' for the marketing of SHISEIDO's 'Essence Skin Glow Foundation' (SHISEIDO brand under Shiseido Japan Co., Ltd.; Headquarters: Minato-ku, Tokyo; President & CEO: Koji Nakada). The campaign achieved over 131 pieces of UGC content and over 6 million total views on TikTok and Instagram, successfully expanding reach and driving purchases among new customers.

■ Background and Challenges
Consumers now verify reviews from actual users on social media when selecting products. According to a consumer survey by NEL (Note 1), the most trusted information source is 'general user reviews' (36.6%), which is approximately 9 times higher than 'influencers' (4.0%). The focus of social media content is shifting from specific influential individuals to individual consumers.

This shift is particularly significant for products that have been on the market for several years. As the buzz from the initial launch fades, potential customers who are familiar with the brand name but unsure if it fits their needs require real-life usage feedback to make purchasing decisions.

Existing marketing methods often fail to create such user-generated content. Influencer marketing tends to lean toward beauty enthusiasts, and gifting campaigns sometimes result in shallow product mentions. There was a need for a system that naturally delivers information on real usage experiences to those who are becoming interested.

■ Campaign Results for SHISEIDO 'Essence Skin Glow Foundation'
Product: SHISEIDO 'Essence Skin Glow Foundation'
Period: October - December 2025 (osina Brand Story, osina Boost)

- Achieved 131 UGC posts and 6.02 million total views on TikTok and Instagram.
- Reached a 31.1% share of total views within the '#naturalmakeup' hashtag cluster.
- During the campaign, sales growth for full-size bottles outperformed refills, contributing to an increase in new purchases.

■ Targeting the '#NaturalMakeup' Community
Using NEL's proprietary cluster analysis method, the campaign focused on the '#naturalmakeup' cluster, which seeks a natural-looking skin beauty. This group produces many organic posts that align with the product's emphasis on natural luster and transparency.

UGC generated through 'osina' frequently showcased the foundation used in combination with SHISEIDO's 'Ultimune' serum, successfully placing the product within a skincare context. Beyond the foundation's luster, user discussions expanded to include attributes such as 'moisture,' 'hydration,' 'long-lasting,' and 'anti-dryness.'

■ Boosting New Purchases with Third-Party Ad Distribution
In December 2025, the company implemented 'osina Boost,' which promoted UGC generated during the 'osina' campaign as ads. The timing coincided with the 'Best Cosmetics Awards' season, allowing the campaign to deliver real-user reviews intensively to highly interested consumers, effectively pushing potential customers toward their first purchase.