The Real Life of Teenage Girls [4]What are the real feelings of high school girls about makeup? [Blogger Momo and Girls' Gathering: Part 1]
Harajuku Kawaii Lab researches trends among teenage girls. This time, we welcomed blogger Momo, hugely popular with teenage girls, and Harajuku Kawaii Lab member Ayaka Asami from Dentsu Inc. Marketing Solutions held a girls' gathering with three modern high school girls. We explore why Momo is beloved by teenage girls and delve into the real makeup and fashion trends among today's high school girls.
❤Gaining New Teen Fans on Twitter Despite Not Using Twitter
Asami: Momo-chan, you're known as a popular cast member from the dating observation variety show "Ainori" (*). You appeared on the show from 2007 to 2008, so that was when all of you current high school freshmen were in third grade. Did you watch "Ainori"?
High School Girl A: What's "Ainori"?
High School Girl B: It's like "Terrace House" (*), right? During the "Terrace House" boom, I saw online that it was similar to "Ainori," so I know the show's name.
High School Girl C: I think it was on TV, but I was little then, so I don't really remember.
※Ainori: A Fuji TV variety show that followed the romantic entanglements of seven men and women traveling around the world in a vehicle called the "Love Wagon." It aired from 1999 to 2009.
※Terrace House: A Fuji TV variety show depicting the communal living of six men and women in their teens and twenties in a share house, aired from 2012 to 2014. It gained attention as the successor to "Ainori," with its portrayal of romantic entanglements under one roof becoming a hot topic. Participants like models Hana Imai and Mae Nagatani broke into the spotlight thanks to the show.
Asami: So, how did everyone first learn about Momo-chan?
High School Girl B: The first time was when an image of "half-face makeup" started circulating on Twitter.
High School Girl C: Same here. I saw the "half-face makeup" on Twitter, thought it was amazing, and looked her up.
※Half-Face Makeup: Applying makeup to only half of the face while leaving the other half bare. In April 2013, Momo-chan posted her own "half-face makeup" photo, which became a huge sensation and sparked a major trend among girls.
Momo: Oh, really? I don't use Twitter, so maybe someone shared it with me?
Asami: This way of finding out feels very modern. It's more passive, like watching TV, rather than actively seeking information. But since it comes through the filter of "people connected to me on SNS," the probability it's interesting to me is high. As a result, the information spreads wrapped in empathy, I suppose.
❤Modern girls readily accept what people with clear achievements say
High School Girl B: Momo-chan, why did you decide to share your "half-face makeup"? It made an impact, but I wondered why you did it since people wouldn't know about the gap with your bare face unless you said so.
Momo: When I post photos on my blog, people write things like "Momo-chan, you're cute," right? But I always thought, "That's not quite right." When I saw comments like "Momo-chan, you're cute, so it's fine," I wanted to convey that "I'm putting in effort." And to those who thought "Momo-chan is cute, so she's lucky," I thought, "You could change too if you put in the effort."
Asami: What did everyone actually feel when they saw the "half-face makeup"?
High School Girl B: My reaction was just, "Wow." I was amazed makeup could change someone so much. I think you have to really study your own face to find makeup that suits you this well, so I was impressed by that too.
High School Girl C: Realizing it was the result of real effort made me think, "If I put in the work, maybe I could become cute too."
Asami: I bet there wasn't a single girl who saw Momo-chan's "half-face makeup" and didn't have her heart captured. Definitely.
Momo: Thank you. Guys called me a "monster," but that's fine. For this photo, I'd rather people think it's amazing. I want more people to see it.
High School Girl B: What makes Momo-chan's blog so helpful is that she shows the actual results—like, "I used this, and I changed like this..."
Asami: So what people want to reference is someone who can show clear results, right?
❤Mental Self-Defense Against Insults
High School Girl B: When you share information on your blog or SNS, Momo-chan, don't you worry about criticism?
Asami: Today's high school girls have been exposed to blogs and social media since elementary school, so they're sensitive to what people say about them. They care deeply and are very cautious.
Momo: Of course, it doesn't mean I don't get hurt, but a lot of what's written online actually becomes useful for me. For example, when I appeared on TV, someone wrote mean things about my eyes. That's when I started wearing color contacts (*). I try to take criticism positively, accepting each comment with a "Oh, I see" and using it to change myself.
※Colored contacts: Colored contact lenses. Unlike standard "clear" contacts, these have colored tints applied to the lens, creating the effect of larger pupils. Natural "black" and "brown" are standard, but they can also change the pupil color to "blue," "pink," and other shades.
Asami: So you mean accepting criticism honestly and using it as fertilizer for self-improvement.
High School Girl B: I love doing my nails, and I once wrote a blog post about it just for my own satisfaction. Then, a stranger commented something like, "Your nails aren't that pretty, you know."
Momo: No way!
High School Girl B: At first, I did get down about it sometimes. Even when I got a little bit featured in a magazine, people would occasionally say something. But then I started thinking positively: "Well, that person is paying attention to me. Maybe if I get cuter, they'll think better of me?"
Momo: Wow, that's impressive!
Asami: I hear a lot of people solve it by making separate accounts and using them for different purposes. Is having multiple Twitter accounts and using them differently kind of normal now?
High School Girl C: I have a bunch.
Momo: You have a lot? Accounts?
High School Girl C:My main account is for my regular school friends. But for things like this project or JOL magazine shoots, I don't really want to talk about it on my main account... People say all kinds of things. I hate that, so I made a different account.
※Main Account: The primary account used by the actual person when they have multiple accounts on SNS, etc. Also written as "本垢". Accounts other than the main account are called "別アカ" (alternate account), "サブアカ" (sub account), or "裏アカ" (secret account).
Asami: What kind of things do people say?
High School Girl C: I accidentally posted a photo I took on my main account. Then people were like, "Are you doing that?"
High School Girl B: That's annoying.
High School Girl C: I hated that, so I quit.
High School Girl B: Troublesome people are just troublesome. Some talk behind your back. Others wonder why it wasn't them.
Momo: High school is tough, huh? Like with your class. I didn't have that because I appeared on "Ainori" after graduating college, but there's definitely weird jealousy, right?
❤Your fan base expanded from teens to older guys on Twitter?!
Asami: Momo-chan, as you've continued blogging, have you noticed any changes before and after social media became widespread? Things that got harder, or conversely, things that got better?
Momo: Once you post something, it spreads instantly, people can save it, and sometimes it leads to irreversible consequences, so you have to be extremely careful. There have been times I thought, "I messed up."
But it's absolutely essential for work. I couldn't do it without it, so I'm really glad we live in this era.
Asami: Is blogging alone not enough?
Momo: Twitter was how I first reached them. With blogs, you have to actively seek them out, but Twitter just flows to you,right? Likeretweets (※) . So, it's really helpful.
※Retweet: Retweet = ReTweet, meaning "to tweet again." On Twitter, it's when you repost another user's "tweet" you liked as an introduction to your own followers. One often-cited characteristic of Twitter is how information "spreads," and this happens through "retweets."
Asami: You're gaining new fans, right? Momo-chan's popularity among high school girls also seemed to spread because of the "half-face makeup" photos, didn't it?
High School Girl B: Yeah, everyone knows the "half-face makeup" image.
Momo: Before, it was just people who watched "Ainori," but now the range of people who know me has broadened. Like high schoolers, or even when I'm walking around town, some older guy will say, "Oh, it's the half-face girl!" (laughs). Guys like that definitely wouldn't have known me before. It's really broadened.
❤Today's girls' makeup: "Avoiding one-pattern looks, creating fake moles, prioritizing cost-performance"
Asami: It seems modern girls want variety in both makeup and fashion to avoid looking repetitive.
High School Girl C:I change it up. I want to try different styles, so I change my clothes, hairstyle, makeup, and even my colored contacts to match.
Momo: This is a fake mole, right?
※Fake moles: Also called "drawn-on moles." This makeup technique involves creating "moles" by drawing them on with eyeliner or black eyeshadow. They can be placed in various spots, like under the eyes ("tear moles") or around the mouth.
High School Girl C: That's right (laughs).
Momo: Wow. Do you change that mole often too?
High School Girl C: This one's a staple. I really wanted it right here.
Momo: Huh. Wow. It looks like a natural mole.
Asami: Modern makeup is all about looking natural, right? There's even makeup that creates tear troughs.
Today, we've asked all the high school girls to bring their makeup pouches. Can you tell us about your favorite items?
Momo: Wow! Ah, so this is it, Nivea Cream (*)...
※Nivea Cream: It became a hot topic because its ingredients are similar to a certain high-end cream, leading to an increase in girls who love Nivea Cream. The standard way to finish is to use baby powder to control stickiness.
High School Girl B: Yeah. It's essential! It's the best value for money. We also mix it with BB cream sometimes.
※Great value: Good cost (price) performance (efficiency). Getting high satisfaction for the price. A favorite phrase among modern kids who grew up in an era where recession is the norm, yet still love shopping.
❤What I really want to know are techniques that are easy to replicate! I want to do it for my friends and share it.
Asami: I've seen that project where Momo-chan does "half-face makeup" for people, and no matter who does it, it turns out amazing...
Momo: They end up looking like me (laughs).
Asami: (laughs). So you've been researching makeup techniques on your own?
Momo: I've done tons of research on making monolids look like double eyelids.
Asami: I heard high school girls read Momo-chan's blog and use it for makeup inspiration. Do they really focus on the detailed techniques?
High School Girl B: I have double eyelids naturally, but I often get asked by girls with monolids to do their makeup. Since the techniques for monolids and double eyelids are totally different, I always think I want to create double eyelids first before applying makeup. It's just easier for me that way.
Asami: I see. So you want to do your friends' makeup.
Momo: That moment when they say, "Oh, it changed!" is so satisfying, right?
High School Girl A: I'm naturally monolidded or have deep-set double lids, so it bothers me.
Momo: Do you use anything?
High School Girl A: I use eyelid tape. But it's probably already come off now.
Momo: There's something I really recommend. It's for creating a base.
High School Girl B: Oh, the kind you apply and let dry.
Momo: (Taking it out of her pouch) Isn't this pretty amazing? Want to try it?
Momo: I think it's done. Okay, open your eyes slowly.
Everyone: Oh, wow.
High School Girl B: It's changed.
High School Girl A: They look so much bigger. (Looking in the mirror) Oh, wow.
Asami: Moments like this are nice, aren't they? When girls do each other's makeup or want to share information, it might be because they want to share that joy of that "Wow, it's changed!" moment.
❤What is Harajuku Kawaii Lab?
Launched in December 2012 as a joint project between "Dentsu Inc. Gal Lab" and Mynavi's " JOL " service (which supports girls' dreams), it's a team specializing in researching the "now" of teenage girls in junior high, high school, and college. While based in Harajuku, their research isn't limited to Harajuku; they study the real lives of girls nationwide.
Related Projects
❤Dentsu Inc . Gal Lab
A cross-functional planning team within Dentsu Inc., primarily composed of young female employees. It aims to revitalize not only businesses but also Japanese society as a whole by harnessing the mindset and powerful lifestyles of gals.
❤Mynavi JOL
With 60,000 teenage female members nationwide (primarily junior high and high school students) registered. " Dream Station JOL Harajuku " has become such a staple destination that it's considered a must-visit spot when in Harajuku.
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Author
Peach
Born March 12, 1985. From Tokyo. Lived in the UK for six years starting from elementary school. After graduating university, appeared on the dating observation variety show "Ainori" from 2007 to 2008. Returned to Japan after traveling through eight countries. Started blogging on Ameba Blog in February 2009. Quickly gained popularity, and by the end of June that same year, her blog was upgraded to the official "Celebrity/Famous Person" blog category, consistently ranking among the top blogs. She is actively involved in a wide range of activities, including appearing in magazines like 'mer' and in artists' music videos. In 2013, her "half-face makeup" gained significant attention. She has also produced numerous hit products, including hair accessories, loungewear, false eyelashes, and colored contact lenses. Privately, she married in 2010. <a href="http://ameblo.jp/momo-minbe/" target="_blank">http://ameblo.jp/momo-minbe/</a><br/>
Ayaka Asami
Dentsu Inc.
As a strategic planner, I have been involved in marketing, management strategy, business and product development, research, and planning for numerous companies. In 2010, I joined GIRL'S GOOD LAB (formerly Dentsu Inc. Gal Lab), the industry's first female-focused marketing team. I researched the ever-evolving insights of women and female consumption trends. From 2011, I participated in the Dentsu Inc. Diversity Lab. As leader of the "LGBT Unit," conducted Japan's first large-scale LGBTQ+ survey on the challenges facing Japan's LGBTQ+ community and consumption patterns centered around LGBTQ+ individuals. Utilized these research findings to provide strategic solutions and ideas for companies and executives. Official columnist for Forbes JAPAN. Author of 'The Hit-Making Research Guide: Marketing Research Techniques to Boost Your Product Sales' (PHP Institute). Her core belief is: "When the form of LOVE changes, consumption changes."
