Announced details
Purchasing behavior and marketing for beauty-related products and services, including beauty and cosmetics, skincare, body care, haircare, and aesthetic medicine
40.2% of respondents relied most on word-of-mouth and reviews; 8.4% relied most on information from AI; the frequency of occurrence of the term “AI” was 4.3 times the level in the same month of the previous year; and 80% of consumers paid attention to the date on which a review was posted when considering a product purchase
Survey sample of 1,300 people, consisting of men and women aged 15–59 nationwide. A survey of @cosme members and analysis of the @cosme review database were also conducted.
Co-organizer of the survey report. Capital and personnel relationships are Not disclosed.
A company that supports corporate marketing activities based on consumer insights. Other details, including its location, representative, capital, and year established, are Not disclosed.
In this announcement the company addresses none of Contract Value / Offering price / Impact on Business Performance.
Dentsu Macromill Insight Inc., “Survey of AI Usage and Beauty Purchasing Behavior”; istyle survey of @cosme members; text analysis of the @cosme review database
15 April 2026–20 April 2026
| Item | Details |
|---|---|
| Names of Products / Services Covered | @cosme, “AI and Reviews Era: How Are Brands Chosen?” Survey Report and Webinar |
| Counterparty | Dentsu Macromill Insight Inc. |
| Counterparty overview | A company that supports corporate marketing activities based on consumer insights. Other details, including its location, representative, capital, and year established, are Not disclosed. |
| Relationship with the Company | Co-organizer of the survey report. Capital and personnel relationships are Not disclosed. |
| Launch date | The webinar has already been held. The specific date of the webinar is Not disclosed. The report and video were publicly available as of the announcement date. |
| Applicable area | Purchasing behavior and marketing for beauty-related products and services, including beauty and cosmetics, skincare, body care, haircare, and aesthetic medicine |
| Quantitative Effects | 40.2% of respondents relied most on word-of-mouth and reviews; 8.4% relied most on information from AI; the frequency of occurrence of the term “AI” was 4.3 times the level in the same month of the previous year; and 80% of consumers paid attention to the date on which a review was posted when considering a product purchase |
| Usage history | Survey sample of 1,300 people, consisting of men and women aged 15–59 nationwide. A survey of @cosme members and analysis of the @cosme review database were also conducted. |
| Source | Dentsu Macromill Insight Inc., “Survey of AI Usage and Beauty Purchasing Behavior”; istyle survey of @cosme members; text analysis of the @cosme review database |
| Survey period | 15 April 2026–20 April 2026 |
Items this document does not state (9)
These are items the company does not state in this document. We do not leave them blank, nor fill them in from other sources or by inference.
The reasons the company gives
The company's own explanation, not something inferred from the numbers.To clarify how the spread of AI technology is changing purchasing behavior in the beauty and cosmetics sector, and to consider the points of contact and the value of consumer reviews that enable cosmetics brands to be chosen in the age of AI.