Makeup artist brand NARS will open a store in Beauty Square (Shiseido Beauty Square), which is scheduled to open on the first floor of WITH HARAJUKU, a complex in front of Harajuku Station, on June 18, 2020. The store's counter design will change regularly to match the latest collections, creating a colorful space that offers a sense of freshness with every visit.

The step-less, flat tester display stand, a first for Japan, makes products easy to pick up and see the color lineup. Customers can easily place items they like on a tray and try them on at their leisure using the stepped seating installed on the left and right sides of the store. They can also receive advice from NARS makeup stylists tailored to their needs. (For the time being, we are refraining from using testers and having makeup stylists perform touch-ups to prevent the spread of COVID-19.)

Additionally, for customers who cannot visit the store in person, we will soon be launching a service that allows them to virtually experience "NARS Beauty Square." Users can "virtually" walk through the store and click on a product they're interested in. Product details and a campaign video will be displayed, and they can then purchase the product directly on the official NARS website. This digital experience, which makes them feel like they're actually at a counter, is a first for NARS.

NARS Beauty Square targets domestic and international millennials. In particular, women who enjoy shopping in trendy areas like Harajuku seek makeup that is "tailored" to them and "brings out their best features." Furthermore, while many typically source information from social media and YouTube, we also found that compared to other generations, more people view "in-store" as the place to obtain reliable information and ultimately make their purchases. (*1) Therefore, this shop has installed a tester station in the center of the sales floor so that customers can freely try out products themselves. We have created a space where customers who are trying NARS for the first time can easily understand the product lineup, try out products casually, receive advice, and spend time discovering a new you.

(*1) Internet research 400SS Nationwide Women aged 18-35 Prestige users (who regularly purchase cosmetics at department stores) December 2019


■Features of NARS Beauty Square
・Installation of NARS's largest LED screen in Japan, displaying brand content
・Displaying campaign visuals shot by NARS founder and creative director François Nars
・Counter design updated each season
・NARS's first flat tester stand in Japan, installed on a glossy white marble table
・Installation of a lip bar with all of NARS' iconic lip products lined up together
・Installation of a seating area where products can be tried on in a comfortable atmosphere
・A “Virtual shopping” experience service (coming soon)

■Opening events
1. The limited edition "Afterglow Collection", which was released nationwide this spring and was a huge hit, is back in stock! *Limited quantity



2. Receive a special size (2.8g) of "NARS Smudge Blue Eyeshadow Base" with any purchase of 6,050 yen (tax included). *Offer ends while stocks last.



■Store Information
"NARS Beauty Square"
Opening date: Thursday, June 18th, 2020
Address: 1-14-30 Jingumae, Shibuya-ku, Tokyo WITH HARAJUKU 1F
Phone number: 03-3475-5983 (direct)
Business hours: 11:00-20:00 *For the time being, hours are reduced to 11:00-19:00

What is "Beauty Square (Shiseido Beauty Square)"
A directly managed Shiseido store aimed at millennials both in Japan and overseas. The concept is "an experience-based space where you can discover, play, and share beauty." In addition to selling cosmetics, the store will feature a hair and makeup salon offering digitally-driven interactive content and high-quality services. By combining in-store experiences with digital content, the store will be developed as a space where young people, both in Japan and overseas, can discover and experience the joys of beauty and find new charms in themselves.



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