Revitalizing Communities Through Beauty: The Nationwide Beauty Project Launched in Japan

Introduction

In an inspiring new initiative, the Cosme Beauty Net in Japan has officially launched the Nationwide Beauty Project, a collaborative effort aimed at revitalizing both individuals and communities through the power of beauty. This project intends to redefine beauty from a luxury item to an essential cultural and fundamental aspect of life. By connecting local salons and cosmetic shops as Well Beauty Partners and promoting locally-sourced beauty products under Well Beauty Products, this project aims to create a sustainable cycle of beauty that benefits both people and their environment.

Background of the Project

For too long, beauty treatments have been regarded merely as indulgences, isolating them from everyday life. However, the Nationwide Beauty Project seeks to address this misconception by embedding beauty into the local culture and daily existence of residents across Japan. Despite having essential health infrastructures like medical services and elder care in place, the beauty sector lacks a robust framework to support confidence and joy in communities.

The challenges facing small salons and local cosmetic brands, especially in terms of attracting customers, effective outreach, and distributing their products, have led to the formation of this innovative social project, aiming for collaborative solutions through connections.

Two Pillars of the Project: Building Local Beauty Culture Through People and Products

1. Well Beauty Partner

At the core of this initiative lies the Well Beauty Partner concept, which aims to establish salons as local hubs for skincare, mental well-being, and lifestyle support. Instead of being perceived as excessive expenditures, beauty services will now be seen as integral to the culture of living well. The project focuses on delivering continuous value by integrating digital solutions and coordinated promotional efforts to local consumers.

Support offerings through Cosme Beauty Net include:

- Assistance with website development, online bookings, e-commerce, and customer relationship management (CRM);
- Support for social media, marketing, and design, including leveraging AI;
- Education and upskilling workshops and a nationwide networking community;
- Collaborative advertising campaigns and promotional support;
- Introduction of high-profit products from Well Beauty Products and OEM partnerships.

2. Well Beauty Products

The second pillar, Well Beauty Products, focuses on harnessing local resources, technologies, and insights to create health and beauty products. This initiative seeks to discover and cultivate regional beauty brands that utilize local materials and craftsmanship, providing a platform to showcase these innovations through salons and e-commerce outlets across the country.

Key support from Cosme Beauty Net includes:

- E-commerce selling support with low fees;
- Expansion of retail and event sales channels;
- Product planning, OEM development, and brand-building assistance;
- Regional branding, PR collaborations, production, logistics, and inventory support.

Future Aspirations

The ultimate goal of the Nationwide Beauty Project is to cultivate a society where beauty becomes an integral part of local culture, supported by beauty businesses and brands nationwide. The vision includes:

- Establishing salons and beauty shops as respected professions within their communities;
- Creating systems for local brands to gain recognition both nationally and internationally;
- Fostering a circular society where beauty nurtures connections between people and communities.

The motto powering this initiative is, "Through beauty, we bring vitality to people and beauty to towns." This guiding principle drives the commitment to expand this mission across all regions of Japan.

Upcoming Activities

Looking forward to its initial operational phase in 2025, the project aims to involve 50 participating salons and 15 brands and expand to 200 salons and 50 brands by 2026. Upcoming activities include:

- Online briefing sessions and participant registrations;
- Support for the introduction of Well Beauty Partners;
- Launch of regional product support and joint promotional campaigns;
- Special feature showcases of nationwide brands, alongside events celebrating collaborative achievements;
- Plans to establish a comprehensive beauty ecosystem that integrates regional beauty hubs, joint e-commerce efforts, and potential international expansions.

Call for Participation

The Nationwide Beauty Project is currently inviting beauty shops and estheticians to become Well Beauty Partners as well as cosmetic and health food manufacturers to join as Well Beauty Products. To help potential members understand the project, online briefing sessions are scheduled:

- November 4 (Tue) from 7 PM to 8 PM
- November 20 (Thu) from 7 PM to 8 PM
- December 3 (Wed) from 7 PM to 8 PM
- December 26 (Fri) from 7 PM to 8 PM

For those unable to attend the scheduled briefs, individual consultations can also be arranged.

About Cosme Beauty Net

Cosme Beauty Net, incorporated as a general incorporated association, is a versatile support organization for cosmetic and beauty businesses in Japan. With expertise spanning product development, e-commerce construction, marketing, and distribution, they provide comprehensive assistance tailored to the needs of the beauty industry. Backed by years of retail experience, brand launches, and strategic insights into effective sales approaches, Cosme Beauty Net stands out as a unique ally for companies operating within this vibrant sector.

Company Overview

- Name: Cosme Beauty Net / General Incorporated Association of Cosme and Beauty Comprehensive Research Institute
- Representative: Hidetoshi Yasakura
- Location: Nakano Central Park South 2F, 4-10-2 Nakano, Nakano City, Tokyo, 164-0001 Japan
- Established: April 2019
- Business Focus: Support for the cosmetic business, portal operations, IT introduction and digital transformation assistance, consulting services
- Website: Cosme Beauty Net