Shiseido to unveil concept store aimed at millennial shoppers

Shiseido to unveil concept store aimed at millennial shoppers

THE WHAT? Shiseido is set to cut the ribbon on a new beauty facility, named Beauty Square on Thursday.

THE DETAILS The store, which is based in the With Harajuku commercial complex and spans 793,390 m2, will offer a series of services including a live streaming zone, shopping area, pop-up space and interactive entertainment arena, and a hair and make-up salon.

Further, the complex will house a restaurant and lounge operated by Shiseido Parlour and a hair and make-up academy.

THE WHY? The store is aimed firmly at millennial shoppers from Japan and overseas, and is designed to attract young consumers with its emphasis on the experiential and social.

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