[Call for Participants] Dentsu Macromill Insight, Inc. × i-Style Co-hosted Webinar: “In the Age of AI and Reviews: How Are Brands and Cosmetics Chosen? — Decoding the Latest Purchasing Behaviors from Consumer Data by Generation: Gen Z, Millennials, and Older Adults —” to be held on June 24 and 25

Dentsu Macromill Insight, Inc. and iStyle are recruiting participants for a webinar they are co-hosting on Wednesday, June 24, and Thursday, June 25, titled “How Are Branded Cosmetics Chosen in the Age of AI and Reviews? — Decoding the Latest Purchasing Behaviors from Consumer Data by Generation Z, Millennials, and Older Adults —.”

Based on data from the “Survey on AI Usage and Beauty Purchasing Behavior” conducted by Dentsu Macromill Insight, Inc. in April of this year, the webinar will shed light on the real purchasing behavior of next-generation users.

With the spread of AI chatbots and review summarization features, users’ “brand discovery behavior” is changing rapidly. It has become an urgent priority for marketers to understand how younger demographics—particularly Gen Z—and beauty-conscious consumers differentiate between traditional social media and new AI tools, and how this leads to purchases.

This webinar goes beyond a simple explanation of AI trends to delve deeper into the reality of "how AI is actually driving purchases." Furthermore, by combining @cosme’s user reviews and data, we will explore "what brands must do to be chosen in the AI era" to ensure they remain top picks.

[Overview]
Date and Time: Wednesday, June 24, 3:00 PM – 4:00 PM
　　 June 25 (Thu) 1:00 PM – 2:00 PM *Recorded broadcast
Format: Online
Cost: Free
Registration Deadline: Tuesday, June 23, 6:00 PM
Organizers: Dentsu Macromill Insight, Inc., iStyle

■ Clickhere for registration and webinar details

[Speaker Profile]
Emiko Murata
Researcher, Marketing Promotion Department, Dentsu Macromill Insight, Inc.
After working for over 10 years in marketing for prescription drugs and consumer goods at a pharmaceutical manufacturer, she was drawn to "customer understanding" and joined her current position. Leveraging her experience, she handles a wide range of marketing research projects—not only in the medical field but also in sports marketing and various brands—to support clients’ decision-making.

Uiko Nishihara
i-Style Data Consulting, @cosme Research Planner
Aiming to gain a deep understanding of consumers in the beauty market, she conducts marketing research utilizing the @cosme member community and analyzes user and product characteristics based on user reviews accumulated on @cosme.She is actively involved in disseminating information on consumer trends and tendencies across a wide range of platforms, including contributing to and appearing in newspapers and magazines such as the Yomiuri Shimbun, Nikkei MJ, Nikkei TRENDY, and Kobunsha’s “bis”; speaking at seminars such as those hosted by Senden Kaigi; appearing at PR events for cosmetics manufacturers; and making radio appearances.