#Japan #TikTok #Tokyo #Fourm #CanCam

A New Era in Beauty Marketing: The Launch of 'CanCam Beauty Division'

In April 2026, Fourm Co., Ltd., under the leadership of CEO Kazuma Watamoto, is set to launch 'CanCam Beauty Division' in collaboration with Shogakukan's fashion magazine, 'CanCam.' This innovative TikTok-focused media initiative aims to provide beauty brands with a novel advertising partnership menu that combines CanCam's exceptional editorial strength and brand power with Fourm's expertise in TikTok management. The ultimate goal is to foster a deeper consumer connection, encouraging them to see beauty products as personally relevant and driving genuine purchase actions.

The Background

Recently, social media has increasingly influenced consumer decision-making in the beauty sector. Modern users are finding it harder to commit to purchases based solely on admiration for influencers or brands. With trends emerging at a rapid pace and from various sources, consumers now seek realistic and relatable information tailored to their specific skin concerns and usability. To address these market challenges, the 'CanCam Beauty Division' merges the long-established trend-setting capabilities of CanCam with Fourm's analytical prowess and operational insights from social media data.

Value Proposition for Brands: Three Key Strengths of 'CanCam Beauty Division'

1. Empathy Through Authentic Experiences: The partnership will feature five 'CanCam Beauty Divisions' members, including early 20s models and university students, who resonate closely with the target demographic. By sharing their personal experiences and honest reviews, they will provide relatable perspectives that consumers can connect with deeply, while the esteemed reputation of CanCam ensures a high level of brand safety and credibility.

2. Innovative TikTok Video Formats: Unlike traditional advertising, the content will prioritize compelling video formats that engage users without a sales-heavy approach. Formats such as 'Verification Vlogs', 'T.P.O.-Based Makeup', and candid 'Face Reviews' are specifically designed for TikTok's algorithm and user insights. This strategy minimizes the chance of users swiping away and enhances viewer retention.

3. Comprehensive Support from Fourm: Addressing the challenges of brands lacking TikTok know-how or production resources, Fourm will provide end-to-end support—from planning and casting to video shooting, editing, and post-distribution data analysis. This full-service approach aims to reduce operational burdens on brands while maximizing ROI.

Future Prospects

Looking forward, Fourm plans to leverage its unique social media operational expertise and technology to create new media values for publishers like CanCam, thus aiding brands in overcoming their marketing hurdles.

Comments from Leadership

Koichiro Watanabe, Head of the CanCam Brand Department

"As 'CanCam' approaches its 45th anniversary in 2026, it has consistently offered women a range of trend benchmarks and lifestyle proposals. A key element in our production process has been engaging with our readers directly. By merging CanCam's diverse information channels and interview capabilities with Fourm's technical and creative strengths, we aim to produce relatable content rapidly for our readers and users."

Kazuma Watamoto, CEO of Fourm Co., Ltd.

"As social networks continue to grow, the sources from which users seek information in beauty marketing are shifting from mere admiration to more reality-based, relatable content. By combining CanCam's established editorial skills with our expertise in TikTok operations, we will deliver content that resonates deeply with the audience. This approach will help foster a genuine motivation to purchase among consumers, ultimately contributing to the growth of our partners' businesses."

Contact Information

• - Email: [email protected]
• - URL: Fourm Contact

About Fourm Co., Ltd.

• - Name: Fourm Co., Ltd.
• - Location: 31F, Roppongi Hills Mori Tower, 6-10-1 Roppongi, Minato-ku, Tokyo
• - Representative: CEO Kazuma Watamoto
• - Business Activities: Media product business, media partner business, technology support business
• - URL: Fourm