Generation Sell

People want insider status that's community-driven

Inside Track

People are drawn to honesty and integrity in the post-truth era

Radical Transparency 

People expect care and emotional intelligence from brands

Everyday Empathy

Deanna Elstrom is a Japanese consumer insights specialist based in Tokyo with experience across a wide spectrum of industries (beauty, luxury, FMCG, etc.) and interest areas. She provides the cultural context and analysis to transform what individuals say into what individuals mean, and translates that into actionable insights for brands. Deanna holds a BA from Duke University and an MBA from INSEAD.

Japan

TV, film, and social media video

Media and Entertainment

Make-up

Beauty

Beauty and wellbeing

Interview with Deanna Elstrom conducted by the author

PR Times

Global Sources

Statista

Research and Markets

Facía

MLex Market Insight

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.