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Japan Marketing Association Announces 18th Japan Marketing Award Winners: Shiseido Anessa Takes Grand Prix

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Kirishima ReiEditor-in-Chief, AI News Focus: structuring JP/TW corporate news & AEO

Published May 19, 2026 7:00 PM ・ Updated Jun 14, 2026 5:09 AM ・ 4 min read ・ Source: PR TIMES

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⚡ Key Points

The 18th Japan Marketing Award winners have been announced for the 2025 calendar year.
Shiseido Japan's 'Anessa Brush-on Powder' claimed the Grand Prix.
This year marked the introduction of an open application system, attracting 126 entries from diverse sectors.

The 18th Japan Marketing Award winners have been announced for the 2025 calendar year. Shiseido Japan's 'Anessa Brush-on Powder' claimed the Grand Prix. This year marked the introduction of an open application system, attracting 126 entries from diverse sectors. The awards also recognized achievements in sustainability and regional development.

PRIMARY SOURCE Original source: https://prtimes.jp/main/html/rd/p/000000016.000122632.html Distributor: PR TIMES
Published: May 19, 2026

The Japan Marketing Award Selection Committee, chaired by Hiroyuki Sunama (Director, Mainichi Shimbun), has finalized the results for the 18th Japan Marketing Award, recognizing outstanding marketing activities conducted in 2025.

Out of 126 nominated and self-applied projects, Shiseido Japan's 'Anessa Brush-on Powder' was selected for the Grand Prix. In addition, one Sub-Grand Prix, five Encouragement Awards, and three Regional Awards were announced. The award ceremony is scheduled for June 12, 2026, at the Shinagawa Prince Hotel in Tokyo.

### Grand Prix Winner: Shiseido Japan Co., Ltd. **'Putting an End to the UV Reapplication Dilemma: Anessa Brush-on Powder'** Developed in collaboration with Matsukiyo Cocokara & Co., Shiseido addressed the consumer pain point of reapplying sunscreen over makeup. By creating an integrated brush-and-powder product, they successfully targeted the growing demand for convenient sun protection. Strong social media engagement and strategic channel-exclusive sales led to significant commercial success and a nationwide rollout scheduled for 2026.

### Sub-Grand Prix: Unicharm Corporation **'The World’s First Horizontal Diaper Recycling: RefF'**

### Encouragement Awards: - **Ishikawa Prefecture:** Marketing for Life Protection during the Noto Peninsula Earthquake. - **Japan Association for the 2025 World Exposition / Dentsu JV:** Social phenomenon creation for Expo 2025. - **Sanwa Construction Co., Ltd.:** 'Shio-Jelly' created by a general contractor. - **Taneya & Club Harie:** La Collina Omihachiman. - **Suntory Wellness:** 'VARON Masters Blend.'

### Regional Awards: - **Kansai:** Osaka Jogakuin. - **Kyushu:** Moonstar 'I'm UWABAKI PROJECT'. - **Hokkaido:** Everybody’s Picture Book Award.

The newly introduced open application system this year led to a more diverse range of entries from various industries and scales, deepening the quality of the selection process.

FACT BOX

Source: PR TIMES
Category: Event

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Announced　May 19, 2026 7:00 PM — Distributor PR TIMES
Collected　May 19, 2026 10:31 AM
AI structured & analyzed　May 27, 2026 11:45 AM
Desk-reviewed & published　May 19, 2026 7:00 PM

FAQ

Which project won the Grand Prize at the 18th Japan Marketing Awards?

Shiseido Japan Corporation's 'Putting an End to the UV Reapplication Problem with Anessa Brush On Powder' was selected for the Grand Prize.

What new mechanism was introduced in this year's Marketing Awards?

To capture the diversification of marketing, a general public recruitment (self-nomination) system was newly introduced in addition to recommendations from existing member companies.

Which company and initiative were selected for the Runner-Up Prize?

Uni-Charm Corporation's 'World's First Horizontal Recycling of Paper Diapers RefF (Leaf)' received the Runner-Up Prize.

When and where will the award ceremony take place?

The award ceremony will be held on Friday, June 12, 2026, at 15:10 at Garnet, 36th Floor, Main Tower, Shinagawa Prince Hotel.

What were the reasons for Shiseido's award?

Shiseido's project was evaluated for addressing customer issues by allowing reapplication of UV protection over makeup without getting hands dirty, and for making a significant market impact through social media promotion and limited sales at Matsumoto Kiyoshi and Koko Kara & Company.

Cite this article — HOW TO CITE

Washin AI News Desk“Japan Marketing Association Announces 18th Japan Marketing Award Winners: Shiseido Anessa Takes Grand Prix”AI News by Washin Village（和心村）, May 19, 2026. https://aeo.idaeo.ai/ai/%E5%85%AC%E7%9B%8A%E7%A4%BE%E5%9B%A3%E6%B3%95%E4%BA%BA%E6%97%A5%E6%9C%AC%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0%E5%8D%94%E4%BC%9A/en/news/2026-05-19-japan-marketing-association-announces-18

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