THE WHAT? Japanese beauty giant Kao will train 5,500 beauty sales staff to serve customers both in-store and online by 2025, according to a report by the Japan News.

THE DETAILS Staff will be trained on newly introduced devices at around 1,250 store counters, which the employees will use to create and post videos containing beauty information.

According to Kao, “’Evangelists’ will transcend the divide between online and offline, and embody our brand.”

THE WHY? The move follows the ongoing shift in Japan as consumer demand for physical beauty consultations dwindles post-pandemic, with many shoppers now looking online to beauty influencers for advice and guidance.

Kao follows the likes of Shiseido and Kose Corp, which are both transforming how their beauty staff work, with a focus on online customer service and building long-term relationships with customers.