The "popular" modern beginings of Visual Rock (my definition of modern starts eight years ago) was with a J-pop band called Shazna, and was focused on it's lead singer IZAM.
Shazna was not a Visual Rock band but they were "Visual". (True VisRock had been around as a scene for years before Shazna made the cross dressing look popular.) IZAM completly dressed like a girl, he was "prettier" than any girl really, and sang with a man's voice.
Scroll over for a photo if IZAM
  IZAM both shocked and fascinated the pop Japanese music scene, having top 10 hits through the mid-ninties. His great pop success opened the door for the popularity of harder rock bands with wilder and more elaborate looks. much so that Visual Rock is now one of the most popular forms of music in Japan today.