Kose and Albion's Beaty Festa 2013, an industry-first event launched on the 23rd at Space O on the third basement floor of Omotesando Hills, is attracting attention. It runs until the 27th. Aiming to cultivate fans across brand boundaries, this event features booths from 17 major brands typically distributed through different channels, from department stores to specialty stores and drugstores. While no products are sold at the booths, visitors are free to try out the brand's products and receive explanations from staff. In addition, the central stage will host daily events such as makeup shows and raffles. While individual brand-specific consumer events have been held in the past, this manufacturer-led initiative marks a first for the industry. Additionally, an online-to-offline (O2O) promotion will be implemented, produced by @cosme, Japan's largest cosmetics review site. Plans will be made to maintain relationships with fans even after the event ends, including a special website with announcements two months in advance.

Kose Strategic Brand Business Group Manager Kazuyoshi Mori said, "The purpose of this festival is not to sell, but to have fun. In doing so, we hope to increase the number of brand fans." He also said that approximately 7,300 people had pre-registered via @cosme, and with the "Super Yosakoi" festival being held in Omotesando on the weekends during the festival, they expect approximately 7,000 to 10,000 visitors over the five days.
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Participating brands include Albion, Ignis, Elegance, Paul & Joe, Rimmel, Addiction, Awake, Jill Stuart, Cosme Decorte, Steven Knoll, and Predia at the brand booths, Astablanc, Sekkisei, and Hadakiwami at the Kose skincare booth, and Esprique, Visee, and Fasio at the Kose makeup booth.