Kose's "Beauty Festa," a cosmetics event held for the first time last year and a huge success with over 10,000 visitors, has returned this year for a limited five-day event at Space O on the third basement floor of the Omotesando Hills main building. The event runs until August 31st. Admission is free.
Popular brands from the Kose Group (Kose, Kose Cosmeport, Kose Provision, and Dr. Phil Cosmetics) will be exhibiting at the venue. Visitors can freely try new and popular products before their release at each booth. There will also be free samples, touch-ups, hair and makeup experiences, and a stage program packed with beauty information, all designed to help you look beautiful while having fun. Visitors will receive free gift tickets that can be used within the venue and exchanged for special services.
In addition to Kose's main brands, the event will also feature the new mail-order brand "Maihada," Dr. Cosmetics' "Formule" and "Fil Naturalt," and the drugstore hair care brand "Jurem." Twenty-two brands, spanning multiple sales channels, gathered at the event. Advance reservations through the cosmetics and beauty website "@cosme" alone reached 10,000, and including walk-in visitors, attendance is expected to exceed 14,000, surpassing last year's figure. Approximately 100 people lined up before the event opened on the first day. Limited-edition gifts were available daily on a first-come, first-served basis, so lines are expected to continue every day. Last year, the majority of attendees were in their late 20s, with those in their teens and 30s accounting for 80%. However, this year, with brands like "Elcia" specializing in anti-aging care exhibiting, an increase in visitors in their 40s and 50s and parent-child groups is expected. This year's theme is "Encounters, Connections, and Bonds." Benefits are being enhanced to offer not only on the day but also after the event, including the distribution of tickets for treatment services and samples at brick-and-mortar stores such as department stores, and a gift campaign linked to social media. Like Visee's Facebook page to receive special offers, while Cosme Decorte offers a photo booth where you can become a cover model for AneCan magazine, and a photo booth showcasing the world of Jill Stuart's new fragrances offers a chance to win prizes by posting a photo taken there.
"Last year was the first time we held the event, so we focused on providing a forum for visitors to meet the brand. This year, however, we focused on building connections and bonds between visitors and the brand after that encounter. Rather than selling products, we distributed samples and held the event as a place for visitors to try out the products. This will hopefully increase brand and product fan bases, attract more customers to retail stores, and support our distribution partners," said Kazuyoshi Mori, group manager of Kose's Strategic Brand Division. According to him, having manufacturers directly introduce their products also provides a valuable opportunity for product development staff at headquarters and research laboratories to hear customer feedback, rather than just sales staff.
[Event Information]
Beauty Festa 2014
Place: Space O, B3, Omotesando Hills Main Building
Address: 4-12-10 Jingumae, Shibuya-ku, Tokyo
Period: August 27th to 31st
Time: 11:00 to 20:30 (until 19:00 on the 31st, last admission at 18:00)
Free admission
Participating brands: Awake / Astablanc / Addiction / Infinity / Visee / Esprique / Elcia / Oleo D'or / Cosme Decorte / Jurem / Jill Stuart / Steven Knoll / Sekkisei / Softymo Natu Soap / Nature & Co. / Hada Kyoku / Fasio / Fil Naturant / Formule / Predia / Yonehada / Rimmel (22 brands in total)
