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Details of the Keynote & Special Sessions
Tick the session(s) you want to attend.
Jan. 24th (Wed) 10:30 - 12:00
Learning from Companies in Growth!
-Their Efforts in Cosmetics Product Development-
POLA's Challenge of R&D Innovation
-Behind-the-scenes Story of its Wrinkle Shot Medical Serum-
Noriko Suenobu
Corporate Officer, R&D Planning, POLA Chemical Industries, Inc.
"Wrinkle Shot Medical Serum", the Japan first quasi‐drug (medicated cosmetics) that improves wrinkles launched by POLA Inc. on Jan. 1st, 2017, has been sold over 250,000 pieces, 3.6 billion yen totally in the first month after its release, and it is steadily boosting its sales. It took POLA Chemical Industries, Inc., responsible for research and manufacturing of the cosmetics, 15 years from discovering the active ingredient "NEI‐L1" to receiving the first approval in the history from the Ministry of Health, Labor and Welfare, based on the effects of improving deep wrinkles through the action in dermis. In this seminar, behind‐the‐scene stories of the development of the product and the future prospect of our innovation will be delivered.

Revlon's Vivid Marketing Strategy
Saori Kanno
Companies with classical brands are well experienced in vicissitudes. They challenge recovery of their brands in a short period with an innovative marketing strategy, particularly in an unfavorable situation. This presentation presents the story about Revlon's six‐year epic recovery and marketing strategy, which allowed the company to achieve double‐digit growth for the sixth consecutive year, and maintain its leading position in the mass market.
* With more attendance than expected, we will also offer live broadcast in the other room.
Seats in the original room are available on a first-come-first-served basis.

Jan. 25th (Thu) 13:00-14:30
To Make Heart-winning Cosmetics
Shiseido and its Outstanding Brand Marketing Strategies
Harunobu Horii
Associate Marketing Director, Makeup Dept., Marketing Dept., Cosmetics Brands Div.,
Shiseido Japan Co., Ltd.
Brand marketing has been a core element in Shiseido's marketing revolution since 2014. Using the example of makeup brand MAQuillAGE, for which the speaker has been responsible, this talk presents Shiseido's outstanding strategies, including its branding and brand management.

The Latest Consumer Trends from a Viewpoint of @cosme
Meyumi Yamada
Executive Director, istyle Inc.
Asia's largest cosmetics review and beauty info site "@cosme" is checked by two-thirds of female from 20's to 30's every month. I will speak about the current consumption trends among females based on the 13 million reviews posted to @cosme.
* We recommend you to come early as the seats are available on a first-come-first-served basis.
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