[Participants Sought] Dentsu Macromill Insight, Inc. × i-style Co-hosted Webinar "Understanding the Beauty and Cosmetics Attitudes and Realities of the 'Adult Generation' – Effective Communication Revealed by a Survey of 1,000 People" Re-broadcast on December 18

Dentsu Macromill Insight, Inc.and i-style, operatorof@cosme, are recruiting participants for their co-hosted webinar "Understanding the Beauty and Cosmetics Awareness and Actual Practices of the 'Adult Generation' – Effective Communication Strategies Revealed by a Survey of 1,000 Individuals," scheduled for Wednesday, December 18. This webinar is a rebroadcast of the recorded archive from the well-received webinar held in October.

Recently on @cosme, there has been an increasing trend in user reviews using words related to mature women, such as "mature women" and "mature generation." Additionally, words related to mature skin concerns, such as "dark spot improvement," "wrinkle improvement," "elasticity care," and "ageing skin," are also on the rise.

Conversely, it's also evident that as age increases, discussions about cosmetics and beauty in real-life settings with family and friends decrease. Dentsu Macromill Insight, Inc. conducted a survey to understand the actual values held by those in their 40s and older, and the sources from which they obtain beauty-related information.

This webinar will reveal survey findings on the characteristics of the "adult generation" compared to other age groups and their attitudes toward beauty and cosmetics. Furthermore, an @cosme Research Planner will explain insights into this particularly beauty-conscious adult generation and key points for communication design, cross-referencing with Istyle's review data and @cosme user survey results.

【Overview】
Date & Time: Wednesday, December 18, 1:00 PM - 2:10 PM
Format: Online (Zoom)
Fee: Free
Hosted by: Dentsu Macromill Insight, Inc. × Istyle

■Register and view webinar details here
 

【Key Takeaways from This Webinar】
・Latest survey findings on beauty and cosmetics among the adult generation
・Insights into the mature generation
・Effective communication strategies for the mature generation

【Speaker Profile】

Yuki Nakamura
Researcher, Dentsu Macromill Insight, Inc.
After joining Dentsu Inc. Research (now Dentsu Macromill Insight, Inc.), he specialized in "regional revitalization" and "healthcare." Leveraging the macro-level consumer insights gained there, he planned and analyzed marketing research across diverse industries including finance, housing, and food manufacturing. Has been in charge of the Dentsu Inc. Wellness 10,000-Person Survey since 2015. Received the Best Oral Paper Award at the 2020 Japan Marketing Academy ("A Study on the Typology of Meaning Structures in City Brands: Toward Building New Brand Strategies in the Era of Related Populations").

@cosme Research Planner, i-style
At i-style, operator of @cosme, aims to gain deep understanding of consumers in the beauty market. Conducts marketing research utilizing the @cosme member organization and analyzes user and product characteristics based on accumulated user reviews. She contributes to disseminating consumer trends and information across diverse platforms, including collaborations and appearances in newspapers and magazines such as "Yomiuri Shimbun," "Nikkei MJ," "Nikkei TRENDY," and Kobunsha's "bis"; seminar presentations at events like the Advertising Conference; speaking engagements at cosmetic manufacturers' PR events; and radio appearances.