Instagram is one of the most popular social media platforms in Japan and it’s very popular for Japanese users to communicate within the Fashion and Beauty industries. Instagram has become part of the younger generation’s daily life. By looking at Instagram buzzwords, you can easily get an idea of modern Japanese influencer beauty trends in 2019. Below are some examples, check this out!
The FUTURE PROOF by Shiseido
Beauty is strength. It will protect your future
～ 美しさは強さ。あなたの未来を守りぬく～
Shiseido is currently promoting their new skin care product “Ultimate”. The company hired a Japanese dancer, Koharu Sugawara as its product icon. Her dance style is widely known through strong and passionate expressions which is match for shiseido’s concept.
The hashtag is #ultimune #koharusugahara #thefutureproof #shiseido
ボスメイク (Boss make) by Japanese makeup artist JunJun (@bossmakejunjun)(@junjun393)
～顔もココロもなめられない女になる～
Let’s be woman who aren’t looked down inside out
“Boss Make” is new makeup trend in Japan, which makes a woman’s face more BOSSY (strong, sexy, and clear). It’s inspired by LA style make up. He says “Let’s be woman who aren’t looked down inside out”. His instagram (@junjun393)
JunJun is also popular for his crazy posts which you can’t help but make you laugh.
The hashtag #ボスメイク#BOSSMAKE#junjun#junjunmakeup
Unlimited match by Shu Uemura
Tokyo to the World
Shu Uemura launched a foundation products project which has a variety of colors, and it’s widely popular, not only Japan but also the around world. Shu Uemura says “ We want to meet everyone’s needs”. People do not have the same colour, so now you can find your perfect colour. They use male models for its advertising campaign as well.
The hashtag #unlimitedmatch#unlimitedfoundation#shuuemura
米肌maihada (Rice Skin) by KOSE
-Rice power No,11-
Japan loves Rice! Japanese people eat rice almost everyday, we love also sake!
Skin needs rice as well. KOSE’s online new brand 米肌maihada is increasing its brand power among Japanese users. Rice power No.11 has the power to improve the moisture of skin and it’s included a lot in their products. They have made cream, lotion, foundation, sunscreen and many more.
The hashtag #maihada #米肌
アスタリフト清楚のユリ組 または アスタリフト情熱のバラ組 (Astalift team clean lily or Astalift team passionate rose) by Fujifilm
Fujifilm’s brand, Astalift is running a campaign for “Astalift team clean lily or Astalift passionate rose” They have a red colored skin care product and a white ones. If you want to make your skin white (美白bihaku), you will be categorized team clean lily. In contrast, if you want to have tight skin (ハリhari), you will be in team passionate rose. This interesting advertising attracts many Japanese consumers.
The hashtag #astalift#アスタリフト#アスタリフト清楚の美白ユリ組#アスタリフト情熱のハリバラ組 #美肌劇団アスタリフト
河北メイク（Kawakita make) by Japanese makeup artist @kawakitayusuke
～ただの美人にならなくていいい。最高の自分になればいいい～（You don’t have to be just a beautiful women, You have to be the best of yourself)
Yusuke Kawakita can be described as most popular makeup artist of all the Japanese celebrities and models. Even famous Japanese models feel honoured to be her model. He thinks every female has a different beauty, and makeup is a tool to pull out their natural beauty. He also often mentions about low esteem among Japanese girls, he want’s Japanese girls embrace their beauty. His ShuMake up books are best sellers in Japan.
The hashtag #読む河北メイク#河北メイク#河北メイク論
Colorful makeup by Naomi Watanabe（@watanabenaomi703)
Do you know which Japanese influencer’s Instagram account is followed by the most users? It’s Naomi Watanabe!
She’s a Japanese comedian, actress, and fashion designer. Naomi is a significant Japanese cultural influencer, and her colourful and glitter based make up leads the modern trends in Japan. As an example, Instagram made a “Watanabe Naomi filter” which changes your face into her. She is used in ads for many beauty companies such as Shu Uemura and SKⅡ. Recently she just started her career in NY.
The hashtag#カラフルメイク#渡辺直美#渡辺直美コラボ＃渡辺直美愛用
As you can see, Japan is a big beauty market where people have various styles. Delivering a strong message to your customer will be the key to succeed in the Japanese market in 2019! Instagram is the perfect platform to get known Japanese modern trends and start your campaign with Instagram!
if you’re looking to run an influencer campaign in Japan please get in touch!
