Shiseido has reigned supreme for the past year at Narita Airport's duty-free shops, where visitors to Japan rush to finish off their shopping sprees. The top six brands in the duty-free cosmetics section are overwhelmingly dominant, with Shiseido at the top, followed by Chanel, SK-II, Estée Lauder, Lancôme, and Dior. The Ginza, a premium Shiseido brand sold only in Japan, is popular among the wealthy. While its products are expensive—¥18,000 for a toner, ¥30,000 for a daytime serum, and ¥180,000 for a six-week intensive care serum consisting of two products in the morning and evening—its prestige is actually the reason for its popularity. The Ginza is focusing on increasing brand recognition in mainland China, boosting its brand recognition through advertising in travel magazines aimed at upper-class Chinese consumers, such as "good luck" and "Japan Premium," as well as word-of-mouth from pro-Japan influencers. Furthermore, the company is targeting customers not only from Asia but also from Europe and the United States, and is expanding its offerings to include first-class amenities on ANA's international flights to Europe and the United States. The company also partners with Kuramure, a luxury inn in Asarigawa Onsen, Otaru, Hokkaido, a popular destination for foreign tourists. The company believes that customers will experience the benefits of its products and make a purchase if they try them.
Since around 2005, The Ginza has increased its number of foreign staff and foreign-language speaking staff, and currently has 50 beauty consultants available to assist customers from Taiwan, Korea, China, and Thailand. Even in the rush to get to the airport, The Ginza offers speedy skin diagnosis and consultations, sample distribution, and Chinese-language pamphlets, further solidifying the trust placed in its "Made in Japan" brand.
In particular, in China, where souvenir culture is customary, customers who use these samples often ask their friends to buy them for them when they visit Japan. They make souvenir shopping lists for their friends and bring them with them. Apparently, one customer even asked for as much of a ¥180,000 intensive beauty serum as they could find. The most popular products are basic lotions and emulsions, followed by eye creams, sheet masks, and creams. Value kits containing full-size versions of these products are also popular and are often bought in bulk.
People who receive these souvenirs love them, and then they go on a buying spree when they visit Japan again. This trend is likely to continue for some time.
