Customer Care Takes Center Stage At Shiseido’s New Tokyo Flagship

Customer Care Takes Center Stage At Shiseido’s New Tokyo Flagship

Beyond makeup and skincare, the beauty brand's new flagship store is an experience-oriented location where customers can take classes or just relax

Matt Vitone
  • 30 january 2018

Japanese beauty brand Shiseido is giving customers the ultimate experience in luxury at its new flagship location in Ginza, Tokyo. While the location, named “SHISEIDO THE STORE,” is still a place to buy the brand’s skincare and makeup items, it also features a number of other experiential services that help bolster customer loyalty by pampering them to the utmost.

Built in response to the increasingly diverse needs of consumers, according to the company, the four-floor building houses various aesthetic, hair and makeup services. Customers are able to try on products, and once content with their look, can take photos at a photo studio, or simply relax at the in-store cafe, which features items made from “carefully selected ingredients.” Beyond this, beauty seminars are also offered, where specialists in various areas will offer education on a range of topics, including “everyday beauty care problems” and “beauty you want to achieve for a special day.”

Going beyond these services, the store’s creators thought of even the smallest details in order to appeal to high-end consumers. This includes the store’s display windows, which change based on the seasons, and the outfits of the store’s employees, all of whom are dressed elegantly in black in order to create “a sense of unity in a modern and dignified space where our consumers appear as beautifully blooming camellia flowers,” according to a quotation from Shiseido’s website. Even the store’s music is unique, featuring custom tunes from local composer Shuta Hasunuma.

“Shiseido The Store keeps working to provide, now and in the future, services that excite our consumers in order to create and transmit new values in beauty care that change with the times, taking advantage of its location in Ginza that enjoys a large number of visitors from all over the world,” said the company in a press release.


+experiential marketing

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