The Beauty Apothecary, located on the second basement floor of the Isetan Shinjuku store, reopened on September 12, 2012 after a remodel. Based on the concept of "staying beautiful and healthy for 10 years from now," the store offers a comprehensive selection of beauty and health products, including cosmetics, groceries, and books. It also houses a clinic, spa salon, and cafe. Music critic Peter Barakan serves as the floor's music selector, offering new ideas for enjoying beauty from various perspectives. Two and a half months after relocating from the second floor, the most noticeable change is the increase in shoppers mingling within the store. "We had anticipated more shoppers buying cosmetics and food, but the response has been greater than we expected. Customers are sharing their impressions of food products with our staff, which then becomes interested and engages them in conversations about a wide range of lifestyles. It's creating a synergistic effect," says buyer Aya Yoshino. Nearly 60% of customers who shop in the food section also shop for cosmetics, beauty drinks, and other items on the floor. The book corner and the restaurant "Hatake Cafe & Deli" are also elements that attract shoppers. Yoshino, the buyer, says, "We've had customers try our beauty drink collaboration menu at Hatake and then buy the drink in the sales area, or buy cosmetics after seeing our books. We'd like to continue to propose more organic links between each corner." Before the remodel, the store was located on the young floor, with 70% of customers in their 30s and 40s. Since moving to the second basement floor, there has been a slight increase in customers in their 40s and older. Furthermore, the proportion of female customers has slightly decreased from 98% to 92%, while the number of male customers has increased. "I get the impression that most of our male customers are in their 30s and have a high level of interest. They purchase brands like Molton Brown, John Masters Organics, and Of Hair. Many customers come specifically for the biodynamic wines," says Yoshino. The total floor area has been doubled, and the retail space has expanded by 1.7 times. The previous top three sales areas have been removed, and instead, brands with a stronger natural and organic reputation have been carefully selected. Brands exclusive to Beauty Apothecary, such as KORA Organics by Miranda Kerr, an Australian brand overseen by Miranda Kerr, ila from the UK, known for its products used in the spa at the Shangri-La Hotel Tokyo, and BIOFFICINA TOSCANA from Italy, will be available. Additionally, an iPhone app will be released at the time of the remodeled reopening to attract new customers. Users can check out the cosmetics used by similar users and popular rankings. As of mid-November, approximately 1,400 users have downloaded the app. The store also plans to hold seminars and events for users in the future.