The Right Tweet-ment for Japan’s Beauty Boom

For cosmetics and beauty enthusiasts in Japan, adding the hashtag #biyoaka (or beauty accounts) to get various news and feeds on Twitter is the latest fad.

The reason for choosing Twitter over Instagram is that the “real” voice of regular users can be heard. Following this trend, BeautyTech.jp tracked down and interviewed a popular blogger and Twitter influencer, me@美容 (or beauty).

An office worker in her 20s

As yet unknown to the public, the real face behind me@美容 is a full-time office worker in her 20s. The ardent user of cosmetics started a Twitter account just over two years ago and now has nearly 40,000 followers. She’s a big fan of American e-commerce site “iHerb” which sells natural and organic cosmetics and sundries as well as supplements. All review products are purchased, actually used and then given an honest review, gaining her a strong following.

Q: Why did you choose to use Twitter rather than Instagram?

The reason I chose Twitter was that there is a large community of cosmetics and beauty lovers there. And the news circulating is not that of PR messaging but the real honest feedback and comments of users. I could identify with their messages. Likewise, I wanted to be the first to introduce new cosmetics or supplements, which have not yet been launched in Japan and recommend products with good value for money. It’s great to know that your review is of use to somebody else. And Twitter provided the best platform to do that.

I also like the fact that Twitter has RT or a “Like” feature. This allows me to make new discoveries as the likes and interests of my followers also show up on my timeline, even if I am not following their account. I can also fix the placement of a story that I want everyone to see, which is a very convenient feature.

Twitter users also don’t have to use their real profile in public, so it’s easier to speak your mind. Compared to Instagram where one feels the need to gain public recognition, Twitter is more self-contained and so it’s easier to find users who are seriously committed to cosmetics and beauty care.

Q: What sort of content or posts do you make?

First I start a new tweet and see what sort of reaction there is from followers or people interested in cosmetics and beauty. For content or DM that gains a good reaction, or questions on the content, I usually recommend them to view my Web content version which is more detailed. My motto is “conveying the news that is necessary in an appropriate manner”.

Q: How do you differentiate between what forms of SNS to use to disseminate information?

For new cosmetics products, especially color-cosmetics, I use Instagram which is visually direct. When I actually do a skin test or know how to use particular items, I prefer to use YouTube. For comments of people who have purchased the product, do check @cosme, Japan’s biggest beauty and cosmetic platform, or Twitter.

Q: As you get more followers and gain attention as an influencer, do you get requests by corporations to do PR for their products?

I usually post about imported cosmetics, so I don’t get many requests from local corporations, but if I do get such requests I make it clear that these are sponsored posts with the hashtag # brand/product_PR. If there is a need to compare it with other products, I inform the company of such an intention. In any case, I only accept jobs from brands and products that I have an interest in. If the job is one that doesn’t match my principles regarding the use of Twitter then I reject it.

Q: Is there any message you have for makers or brands?

In general, there is a trend for accounts with a large number of followers to be viewed as important influencers, but amongst fellow Twitter users, there is an understanding of the need to use Twitter with “proper understanding of information”. Hence, bearing in mind the end user, transmitting the truth, and expressing the content in an easy to understand fashion is important, and that is something I hope that brands and makers will understand as well.
Beauty accounts on Twitter are meant for tweets from ordinary consumers and their honest comments and real reviews, and not bound by corporate concerns. It’s a platform for free expression. I make my comments hoping to be able to solve somebody’s worries.

Translation: Ching Li Tor
Original text (Japanese): Megumi Hattori