Japanese people are known for being punctual, and most Japanese women work hard to find time to apply makeup, especially in the morning before going to work or school. Often though they can’t spend 30 minutes or an hour every morning on makeup, so some Japanese women have found a way to do makeup in less than 10 minutes. The name of this process is Jitan Meiku 時短メイク (to do makeup in a short time) and cosmetics produced for Jitan Meiku are called Jitan Cosume 時短コスメ. So let’s talk about 3 popular Jitan Cosme brands active in Japan and how they run their social media and influencer marketing.
MISSHA Cushion foundation
Cushion foundation is a liquid foundation housed in a sponge-like cushion and stuffed into a compact. It has all 3 functions, primer, foundation, and sunscreen. It covers and moisturises, yet it’s fast and portable, perfect for a rushed morning makeup routine. The most popular brand for cushion foundation is MISSHA which is a South Korean based skincare and cosmetic brand. Recently they released a limited edition collaboration design with Kirby, a cute video games character produced by Nintendo. Its instagram friendly design attracts young Japanese women’s attention many of whom like kawaii (cute) things. Recently there was an event for those who purchased more than 1,500 yen worth of MISSHA cosmetics including cushion foundation, customers got their names engraved for free on the compact they purchased. The event was announced on social media, and customers posted instagrammable photos of the compact on their SNS.
Name engraving event ad on Twitter
AUBE 10 seconds eyeshadow
AUBE is a famous Japanese cosmetic brand by Kao SOFINA. They have a range of eyeshadows called 10-second eyeshadow that can create gradation with one stroke. There are many 10 second video posts on its SNS telling how to use the product and how fast it can be done. Brand ambassador, Satomi Ishihara, a famous Japanese actress and K-POP girl group TWICE are in the attractive and fun promotional videos. They also gifted and collaborated with Japanese bloggers and influencers on instagram.
One Shot cheek
The longest relay of people filming each other, held in Shibuya by Aube!
WHOMEE Multi Glow Stick
WHOMEE is a Japanese cosmetic brand produced by a hair and makeup artist Shinobu Igari. The multi glow stick has 3 functions in one, lipstick, blush, and eyeshadow. Time spent applying make up can be reduced so much by using this product! On their official instagram, there are many video posts of Shinobu and her assistants explaining how to use the products. Customers are also talking about the product and posting on Instagram using the hashtag ♯マルチグロウスティック (multiglowstick).
Marketing Beauty products in Japan
The important thing to remember when promoting Jitan Cosume is that customers enjoy seeing the difference between other similar regular cosmetics. The brands promoting their cosmetics in Japan post not only photos, but also create interesting and attractive “how to” videos. They also write detailed descriptions on the posts so that users can understand about the products. There are many more Jitan Cosume products in Japan, search by 時短コスメ (Jitan Cosume) on Instagram and you can find many examples.
If you looking to run a marketing campaign for your Beauty brand in Japan, then please get in touch with us here at JapanBuzz for a chat.
