The Hankyu Men’s Tokyo department store reopened last month following a complete refurbishment which saw the cosmetics department increase by 50 percent, a clear nod towards the continued emphasis on the profitability of male grooming.

The department store has now rearranged the layout of the store with a greater focus on male skin care taking prominence over items such as fragrances.

Since the renovation the store now carries a much larger selection of male grooming products including De La Mer, Clinique for Men, Aesop and D Skin Men, and has also gone one step further into male make up, stocking eight different brands.

Make up products include foundation and eye brow pencil, and such is the focus on eyebrow grooming that the store is now running seminars with one named, “Improve your appearance: Advice on eyebrow grooming.” Indeed, the store is working towards a ‘try before you buy’ movement with the installation of wash basins for customers to use the hair care products on offer.