"We want to spread the best of Japan from Ginza," was the theme of the Ginza Mitsukoshi cosmetics floor's refreshed reopening on September 16th. To coincide with the remodel, the store launched the quarterly cosmetics magazine "Ginza Style BEAUTY." "We want to increase the visibility of our sales floor. On that basis, we carefully considered creating a fresh, unique aesthetic for Ginza Mitsukoshi," said Mitsukoshi Isetan cosmetics buyer Kinaka Sato, explaining the concept of the remodel. While the magazine is a public relations publication, as a buyer she also acts as editor. The pages are designed to bring readers closer to the magazine. For example, she invites a makeup artist as a guest to discuss the theme, "What is the essence needed to raise the level of beauty?" The opening message is in the style of a women's fashion magazine, and the content is packed with content. The tagline for the "Fall 2015 Inaugural Issue" is "From Ginza to the World." The book is packed with brand appeal, including introductions to newly launched brands, skincare, makeup, fragrances, and haircare.

"Foreign cosmetic brands are often eye-catching with their sophisticated packaging, modern and stylish, which is what makes them so cool. In contrast, Japanese brands give off a more modest and simple impression. However, it is well known among beauty professionals that their products are backed by excellent research and are of extremely high quality. I would like to convey and recommend this Japanese quality through the cosmetics selected by Ginza Mitsukoshi," says buyer Sato.

With "Ginza Style BEAUTY" in hand, buyer Sato hopes to discover the hidden beauty within himself, as he calls it, "for all Ginza customers striving to achieve the 'best beauty of their lives.'" With "Ginza Style BEAUTY" in hand, he hopes to help him find the hidden beauty within himself at the newly renovated Ginza Mitsukoshi.