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The 18th Japan Marketing Awards Announced

The Japan Marketing Association has revealed the winners of the 18th Japan Marketing Awards, honoring exceptional marketing initiatives scheduled for 2025. The announcement was made by the selection committee, chaired by Hiroyuki Sunama of Mainichi Shimbun. This year's awards show a significant evolution in marketing, highlighting various sectors and innovative approaches.

Award Winners

Among 126 entries, Anessa Brush-On Powder by Shiseido Japan, which tackles the challenge of reapplying UV protection, was awarded the Grand Prix. Other accolades included one runner-up and several commendations, emphasizing innovative marketing strategies across regions.

Grand Prix Winner

• - Project: Ending the UV Reapplication Problem with Anessa Brush-On Powder
• - Company: Shiseido Japan

The Anessa Brush-On Powder was developed in collaboration with Matsukiyo Cocokara & Company to allow easy UV protection application over makeup, addressing common user pain points such as ease of use and reapplication. Positioned perfectly to meet the rising awareness for UV protection, the product aims to simplify the process while maintaining makeup integrity. Its strategic marketing leveraged social media, resulting in significant growth in sales and plans for nationwide launch in 2026.

Runner-Up

• - Project: World First Horizontal Recycling for Diapers - RefF
• - Company: Unicharm Corporation

This project showcases Unicharm's cutting-edge ozone treatment technology that converts used diapers from disposable to recyclable resources. The campaign focuses on changing consumer perceptions around disposables into a more sustainable practice, reinforcing their commitment to environmental responsibility. Over 704,000 used diapers have already been recycled, showcasing measurable reductions in CO2 emissions.

Commendation Winners

The jury recognized five commendable projects:
1. “Life-Saving” Marketing by Ishikawa Prefecture - Responsive communication during the Noto Peninsula earthquake to provide accurate information and support recovery efforts.
2. Osaka-Kansai Expo V-Shaped Recovery - Leveraging AI for effective visitor engagement to improve attendance amidst initial skepticism.
3. Salt Jelly for Heatstroke Prevention by Sanwa Construction - Built around addressing heat-related workplace hazards with a convenient jelly format for on-site consumption.
4. La Collina Omihachiman by Taneya and Club Harie - A unique facility merging confectionary sales with experiences tied to nature and sustainability, bringing long-term engagement.
5. Launching VARON Master's Blend by Suntory Wellness - Aimed at middle-aged and senior men, offering a complete skincare solution that simplifies personal care and promotes self-esteem.

Regional Awards

In addition, regional awards were given to the following projects:

• - Kansai Region: “Noisy Women from Osaka to the World” by Osaka Jogakuin University, promoting women's voices.
• - Kyushu Region: I’m UWABAKI PROJECT by Moonstar, enabling children to design their own shoes, fostering creativity.
• - Hokkaido Region: “Reading Picture Books Award” initiative by the Picture Book Awards Executive Committee, encouraging literacy and community engagement.

The Japan Marketing Awards aim to elevate the prestige of marketing practices in Japan, reflecting on consumer lifestyle improvements and economic revitalization through innovative promotional strategies. Established in 2007, these awards seek to inspire various organizations to adopt progressive marketing strategies to meet modern consumer expectations. The awards ceremony is scheduled for June 12, 2026, at the Shinagawa Prince Hotel in Tokyo, where all recognized projects will be celebrated.