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J-beauty Brands Counteract K-beauty's Prominence on Social Media

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Wearisma, a company specializing in influencer analytics, has released "The State of Japanese Beauty Influence."

The report, comprising data from Summer 2019, provides insight into how beauty brands are performing online, including "fruitful" content, top-ranking brands and popular hashtags. 

Summer 2019's Top Brands 

  1. Canmake: ¥ 468 million in media value
  2. Dior Beauty: ¥ 438 million in media value
  3. Shiseido: ¥ 433 million in media value
  4. Shu Uemura: ¥ 336 million in media value
  5. Nars: ¥ 323 million in media value
  6. Aesop: ¥ 251 million in media value
  7. Chanel Beauty: ¥ 250 million in media value
  8. YSL Beauty: ¥ 243 million in media value
  9. RMK: ¥ 242 million in media value
  10. Suqqu: ¥ 237 million in media value
  11. Kiko Milano: ¥ 205 million in media value
  12. MAC Cosmetics: ¥ 194 million in media value
  13. Laura Mercier: ¥ 176 million in media value
  14. Jill Stuart BEauty: ¥ 157 million in media value
  15. Maybelline: ¥ 141 million in media value

Summer 2019's Top Content

Top-performing hashtags expressed the following sentiments among Japanese beauty influencers: 

  • With so much choice available, influencers want to carve out their own tribe and foster a community with fellow beauty enthusiasts.
  • Affordability is a key consideration among Japanese beauty influencers.
  • Women's empowerment is a popular movement among influencers in Japan.