The 18th Japan Marketing Awards Ceremony was held. The Grand Prix went to “Anessa Brush-On Powder.”

On June 12, the Japan Marketing Association (JMA) held the awards ceremony for the “18th Japan Marketing Awards.” The Japan Marketing Awards honor outstanding marketing activities that create new demand in society, revitalize markets, and bring about positive change for people and society.

Starting this year, the award’s logo design was revamped with the aim of establishing the award as a long-term fixture in society.Furthermore, an open call for entries was introduced for the first time, inviting submissions from a wide range of organizations, regardless of whether they were members of the Japan Marketing Association or not. As a result, 126 entries were received—an increase of approximately 30% compared to last year. From these, a total of 10 winners were selected: one Grand Prix, one Runner-up, five Encouragement Awards, and three Regional Awards.

Hiroyuki Sunama (Director, Mainichi Shimbun), Chair of the Selection Committee, commented on the trends in this year’s entries: “Projects focused on solving social issues or realizing a sustainable society stood out. Going forward, I believe that marketing—which goes beyond simply ‘selling products’ to include addressing social issues and protecting the global environment—will resonate more deeply with consumers.” He also touched on the future direction of marketing.

The Grand Prix was awarded to Shiseido Japan’s “Anessa Perfect UV Brush-On Powder.” This initiative focused on a real-life challenge faced by many consumers: “makeup smudging when reapplying sunscreen over it.” It was highly praised for its attempt to combine UV protection with the finishing powder effect of makeup in a single product.Furthermore, Mr. Sunama commented on the limited-edition sale conducted as a joint project with Matsukiyo Kokokara & Company, a major drugstore chain, stating, “This offers valuable insights for the marketing of everyday consumer goods.”

Upon receiving the award, Shiseido Japan’s Shigehiko Ito said, “While prioritizing a deep understanding of consumers’ genuine feelings of ‘resignation,’ we aimed to create and establish new usage habits. I believe it was the passion of every project member that led to this achievement. Moving forward, we aim to build a better world by leveraging the dual forces of creating new value and marketing.”

The Runner-up Grand Prize was awarded to Unicharm’s “RefF (Recycle for the Future)” project, which transforms used disposable diapers from “disposable waste” into “recyclable resources.” This initiative embodies the circular economy by utilizing the world’s first horizontal recycling technology based on ozone treatment to develop a diverse range of products—such as disposable diapers and paper clay—made from reused materials derived from used disposable diapers.

Ryoko Yagi of Unicharm noted that this initiative has been expanded in collaboration with local residents, municipalities, and numerous corporate partners, and expressed her enthusiasm for the future, stating, “Encouraged by this award, we want to use the power of marketing to steadily increase the number of people participating in the RefF project.”

List of Award Winners
[Grand Prix]
Projects were selected for achieving remarkable results—including market impact, originality, and brand retention—based on a comprehensive and well-thought-out marketing plan
● Putting an End to the Problem of Reapplying Sunscreen: Anessa Brush-On Powder / Shiseido Japan

[Second Place]
Projects that achieved results comparable to the Grand Prix were selected
● “RefF (Leaf)”: The World’s First Horizontal Recycling System for Disposable Diapers / Unicharm

[Encouragement Award]
Marketing projects that, despite their small scale, shine brightly due to their originality, pioneering nature, ability to solve social issues, or potential for new marketing approaches were selected
● “Life-Saving” Marketing: Ishikawa Prefectural Government’s Two-Year Journey Through the Noto Peninsula Earthquake / Ishikawa Prefecture
● “Osaka-Kansai Expo,” which achieved a V-shaped recovery in momentum and became a social phenomenon / 2025 Japan International Exposition Association–Dentsu Inc. Joint Venture
● Heatstroke-Prevention Jelly: “Salt Jelly Created by a General Contractor” / Sanwa Construction
● La Collina Omihachiman / Taneya & Club Harie
●New Release : “VARON Masters Blend” / Suntory Wellness

[Regional Award]
Outstanding marketing projects that leverage regional characteristics and contribute to regional revitalization were selected
●Osaka Jogakuin University and Junior College: “From Osaka to the World—Outspoken Women” / Osaka Jogakuin (Kansai Region)
●I’m UWABAKI PROJECT / Moonstar (Kyushu Region)
● “Everyone’s Storytime Picture Book Grand Prix,” Selecting “The Picture Book You Most Want to Read Aloud Right Now” / Everyone’s Storytime Picture Book Grand Prix Executive Committee (Hokkaido Region)

Click herefor details on the “18th Japan Marketing Awards.”