Mimi Beauty and Hakuhodo's Kaiwai Marketing Research Project Jointly Conduct 'Survey on the State of the Beauty Community' - Unveiling the 'Chain of Influence' from the Core 'Active Beauty Accounts' and Cluster-Specific Strategies

The beauty media outlet 'Mimi Beauty' and Hakuhodo's 'Kaiwai Marketing Research Project' have jointly conducted a 'Survey on the State of the Beauty Community.' The study targeted women aged 15-44 interested in beauty, identifying five distinct clusters (e.g., Active Beauty Accounts, Silent Heavy Spenders) based on their attitudes and information-gathering behaviors. It revealed a 'chain of influence' structure where the core group, 'Active Beauty Accounts,' originates trends that ripple through other segments. These findings suggest the importance of diverse, cluster-specific approaches in future beauty marketing.