CONCEPT OF THE MONTH – Shiseido Beauty Square: When beauty becomes a show
A large 4×4 metre LED screen and projectors in the installation area that will host events.
In mid-June, luxury cosmetics brand Shiseido (sales of US$2 billion in Q1 2020 ending March 31, down by 17.1% from the previous year) opened a new concept store in the Harajuku district of Tokyo, Japan. The new sales focus is aimed at young customer and visiting tourists. The Beauty Square is on the 1st floor of the With Harajuku shopping centre. Covering 793 sq.m, the unit is divided into 4 areas: Go-live, Brand, Installation and Lounge. At the entrance, the Go-live zone offers Millennials a digital dramatisation of beauty trends. The space uses an L.E.D. screen with daily video programs and changing promotions. In the Brand zone, customers find branded products as well as Dolce & Gabbana Beauty, Nars, BareMinerals or Laura Mercier.
