The cosmetics floor of the main building of Isetan Shinjuku will undergo a major transformation this fall and winter. Previously, the section was only available on the first floor of the main building, but it has now been expanded to two floors: the first floor (opening November 20th) will feature makeup based on the concept of "self-production," which allows you to beautify yourself from the outside, and the second floor will feature skincare based on the concept of "self-care," which conditions your skin and enhances its natural qualities. This article will report on the first part of the transformation, the second floor of the main building, which was refreshed and reopened on September 25th.



With increasing inbound demand, this floor saw sales double in 2018 compared to 2012. With the new slogan "BEAUTY EVOLUTION!" (Beauty evolves. Beauty is vibrant.), Isetan aims to create the world's best "Isetan Beauty Floor." How has its cosmetics floor evolved?

Main Building 2nd Floor Skincare Floor
Concept: "Self-Care"

The Main Building's 2nd Floor is centered around the concept of "self-care," which aims to condition and enhance your skin's natural beauty. The floor is divided into three main zones: the "Japan Skincare Zone" featuring domestic brands, the "International Skincare Zone" featuring foreign brands, and the "Beauty Device Zone."

Shiseido

Brands in the Japan Skincare Zone include ACSEINE, Albion, ITRIN, IPSA, SK-II, EST, Epistame, Kanebo, Covermark, Clé de Peau Beauté, COSME DECORTE, Shiseido, SUQQU, SENSAI, Decenssia, and Pola. The International Skincare Zone features Estée Lauder, Clarins, Clinique, Guerlain, Sisley, de La Mer, Helena Rubinstein, La Prairie, and Lancôme.

Clinique

The beauty device zone is home to Dyson Hair, Bioprogramming, Panasonic Beauty Premium, YA-MAN, and ReFa.

YA-MAN

Quick Counters for Efficient Shopping

Quick counters have been installed at counters selling brands like IPSA and Clé de Peau Beauté, allowing customers to quickly purchase what they want even when they already know what they want or are short on time. Additionally, each brand has introduced the latest skin measurement tools, creating an environment where customers can receive counseling at the counter in a relaxed atmosphere.

IPSA

Helena Rubinstein has introduced an AI-powered "Biometric" system that allows for personalized skin measurements. The test takes about five minutes and prioritizes and recommends skincare products that are tailored to your individual needs. Shiseido has introduced a "Digital Tester" that allows customers to touch icons in response to a few questions, such as, "What are the bestsellers at Isetan Shinjuku?" and "What items would you recommend for the skin I want to achieve?" and receives product suggestions. Furthermore, when customers pick up a recommended item, product information appears on a monitor, allowing them to research it themselves even when a salesperson is not available, allowing them to shop without the stress of waiting.

Helena Rubinstein's "Biometric"

Shiseido's "Digital Tester"

Pay Attention to New Brands

As mentioned above, there are over 30 brands on the second floor, but four new brands are particularly noteworthy. SENSAI, a global luxury brand from Japan that has been loved in Europe for around 40 years, will make a triumphant return, while Decenscia, a brand specializing in sensitive skin that was previously only available online, will open as the only directly managed store offering counseling services. The Beauty Device Zone will house Bioprogramming, which offers everything from hair devices utilizing cutting-edge bioprogramming technology to skincare items, and Dyson Hair, which offers a range of haircare items, including the hair dryer that has astonished the beauty industry. Dyson Hair will also feature a salon space, marking a world first for a department store shop-in-shop. Here, Dyson stylists offer exclusive paid services, from shampooing and blow-drying to styling from a selection of nine options.

Dyson Hair Salon Space

Beauté Concierge Moves to the Second Floor

The "Beauté Concierge," previously located on the first floor, has relocated its counter to the back of the second floor to provide a more relaxed environment where customers can focus on their individual concerns. They offer support in selecting items from a wide range of brands, from cosmetics available at Isetan Shinjuku to those unique to department stores. There are one or two concierges on duty at all times, and appointments are required.

Beauté Concierge


On November 20th, the makeup department on the first floor of the main building will be refreshed, marking the grand opening of the new Isetan Shinjuku cosmetics floor on the first and second floors. In addition, on October 23rd, the fragrance corner on the first floor of the main building will also be given a new look. We will be keeping our eyes on future evolution.