[Launch] Face Paint Event Specialized Media "Face Paint Journal Japan Edition"

■ Background of the Launch

Face paint has become rich content that coexists with satisfaction from being away from smartphones and SNS utilization

Face paint was once treated as "children's festival entertainment." However, in recent years, its position has dramatically changed. At the 2019 Rugby World Cup in Japan, a total of 12,211 people received face paint at all 8 venues of the knockout stage, with spectators adorned with national flags coloring the venues. At the Tokyo Motor Show, collaboration with automobile brands was realized under the sponsorship of the Tokyo Metropolitan Government. From large-scale sports events, corporate promotions, regional festivals, to commercial facility events, face paint has emerged at the forefront of event production in terms of "balancing visitor attraction and experiential value."

This change is accelerated by the need for "Instagrammable experiences" unique to the SNS era. In modern times where Instagram and TikTok are commonplace, visitors are not just looking for "participation" but for visual experiences they want to share. Face paint has high photo-taking appeal both during and after application, serving as a powerful trigger for UGC (User Generated Content) where visitors themselves spontaneously generate and disseminate rich event content. However, currently, many events lag in content design that considers SNS appeal, failing to fully utilize the potential of face paint. Not only that, it can also lead to increased satisfaction due to interactions at the venue, making it a high return on investment activity even for small-scale events. There is a strong demand for an information base for advertising agencies and event planning companies to strategically position face paint as "rich content for the SNS era."

However, event organizers, planning companies, and advertising agencies face serious challenges. "I don't know where to place an order," "I'm afraid of the unclear relationship with the Beauticians Act," "I substituted with face stickers, but the visitors' reaction was poor" - these frequently heard voices on site stem from the absence of specialized information. Until now, there has been no reliable information platform specializing in face paint in Japan.

■ What is Face Paint Journal Japan Edition?

This media is the only specialized information platform in Japan that covers "all information necessary when event industry professionals, advertising agencies, and corporate promotion managers adopt face paint for events." The main contents are as follows:

● Topics: Latest trends, case studies, and insight reports on face paint

● Event Information: Information on distinctive face paint related events

● Goods: Comparison of art materials and supplies, safety standards, and procurement information

● Ideas: Application ideas and design examples by season, theme, and industry

● Market Background and History: Explanation of the size, growth potential, and international trends of the face paint market

● Laws and Guidelines: Practical guide to responding to the Beauticians Act and safe operation flows

■ Value for Advertising Agencies and Event Planning Companies

Face Paint Journal is not just a reading medium.

It is designed as a "usable database" directly linked to event operations.

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■ Operating Company's Track Record ―― A specialized media that "can write because it knows"

POOL Inc., which operates this media, is the developer and operator of the face & body paint brand "MIRACLE PAINT," and has the largest face paint event track record and art material distribution track record in Japan.

● 2019 Rugby World Cup Japan Organizing Committee official booth operation (all 8 knockout stage matches, 12,211 people painted, over 1,000 volunteers)

● 2019 Tokyo Motor Show "FUTURE EXPO" exhibition (Tokyo Metropolitan Government sponsorship, organized by the Olympic and Paralympic Games Economic Federation)

● Awarded the Tokyo Metropolitan Government World Innovation Competition

● Led the Halloween boom in events from 2014 to 2017

● Numerous continuous delivery records to commercial facilities and corporate events nationwide

Systematizing the knowledge, legal compliance, and operation know-how gained on site and returning it to improve the literacy of the entire industry is the biggest motivation for launching this media.

■ Advertising, Tie-up, and Information Listing Guide

Face Paint Journal offers the following proposals to event, advertising, and promotion related companies:

● Event information listing (announcement of face paint booths at sponsored events)

● Production of tie-up articles and case study content

● Consulting and matching support for face paint introduction

● Review and listing of art materials and related goods