The 6th Tokyo Cosmetic Collection, an invitation-only cosmetics exhibition, was held at Shibuya Hikarie in Tokyo on the 15th. Exhibiting brands included Isetan Miller, which had a large booth, Lady Gaga's perfume Fame, THREE, OPI, and L'Oréal. There was also a booth showcasing trendy organic cosmetics.

Attendees were invited by invitation only, with bloggers making up the majority. Since the first event in 2008, 300 bloggers have been invited, but for the 5th event held at Pacifico Yokohama, the number was expanded to 3,000. This year, 1,000 bloggers were invited, double the number of press members. The joint exhibition allowed for the cosmetics manufacturers' weaknesses of locking in members and promoting their products, but no special contracts were signed with the bloggers. While bloggers were required to register, they were not sent sales-oriented email newsletters; instead, they only provided meaningful information.

Tamaki Hideki, CEO of Media Plus, which runs Tokyo Cosmetic Collection, says, "What we do is promotion, not sales. We want to take a give-and-give stance toward bloggers and manufacturers."

Japanese cosmetics are also attracting a lot of attention from Asian countries, and at the Tokyo Cosmetic Collection held in Shanghai in July this year, cosmetic brands with an eye on expanding into China exhibited, attracting 3,000 local bloggers. It has been decided that the event will be held in Taiwan in the fall of 2013.