To commemorate the first anniversary of @cosme's flagship store, "@cosme TOKYO," which opened on January 10, 2020, istyle Inc. will be holding the "Look Good! 2021 New Year's Good Luck Campaign" and the "@cosme TOKYO 1st Anniversary SALE" from January 1 to 11, 2021. In addition to the event, we will also be relaunching "Michael," the promotional character that has been with us since the @cosme STORE opened.


The first @cosme STORE store, Lumine Est Shinjuku, opened in March 2007 with the concept of "Try it, discover the cosmetics that will be your destiny." Since then, we have utilized the @cosme database to develop merchandising, store planning, and store operations that pursue "what consumers want." Thanks to the support of many customers, we have opened 31 stores both domestically and internationally, and have grown to become the largest cosmetics retail chain in Japan in terms of store count and sales volume.

Then, on January 10, 2020, @cosme's first street-level flagship store, "@cosme TOKYO," opened in front of Harajuku Station. Boasting a sales floor area of 1330m2 across three floors, we carry approximately 600 brands and approximately 20,000 products, offering one of the largest product selections in Japan, from affordable to luxury brands.


We have had many customers visit our store since it first opened, but we were forced to close temporarily due to the spread of COVID-19. Since reopening, we have continued to create many opportunities for our customers to meet with our brand, while implementing a variety of infection prevention measures.
This New Year's anniversary event is being held to express our gratitude to our customers who have visited our store and to all the brands that have cooperated with us over the past year.

For the campaign visuals, we hired illustrator Tanaka Misaki, who has over 300,000 followers on Instagram and is immensely popular, especially among young women.

■Event details


・"Let's make a pretty face. 2021 New Year's Good Luck Campaign"
Period: January 1st (Friday, national holiday) to January 11th (Monday, national holiday) 2021
1. All customers will receive 100 points for visiting the store! (※)
2. Limited-edition "HAPPY BAG" lucky bag on sale
3. "Beauty Fortune Card by Suisho Tamago," an advice card for your beauty fortune for 2021, will be given to all customers (while supplies last)
(※) You can earn points for visiting the store from the floor map guide terminals installed throughout the building
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・"@cosmeTOKYO 1st Anniversary SALE"
Period: Friday, January 8, 2021 – Monday, January 11, 2021 (National Holiday)
1. Present your @cosme app point card to receive 7% points back on all products
2. Free lucky sample set (only available to customers who spend ¥3,300 or more (tax included); limited to the first 300 people each day, while supplies last)
3. Special makeup experience event with expert staff from @cosme TOKYO and @cosme STORE who have professional makeup skills
(12:00-19:00 each day; last registration at 18:30)
4. New Year's Gift Challenge - 1 in 100 people will receive full points back (1 in 100 people will be entered into a lottery to receive points back equal to the purchase amount if they have a receipt for a purchase of 3,300 yen or more (tax included) on the day)

During the period, we will also be planning a special New Year's talk from the public studio "@STUDIO" on the 1st floor, and giving away coupons that can be used at a later date.

■Event details URL
https://www.cosme.net/beautist/article/2578456

■Business hours during the event
January 1st (Friday, national holiday) to 3rd (Sunday), 2021, 10am to 7pm
From January 4th (Monday), we will resume normal business hours (11am to 9pm).

■About @cosme TOKYO's efforts to prevent the spread of infection
https://www.cosme.net/flagship/blog/200526/345/

■@cosme's promotional character, "Michael," has been redesigned!
@cosme's promotional character, "Michael," was born in 2002 with the launch of @cosme's official online shopping site, "@cosme SHOPPING." The name Michael, derived from "change yourself to be beautiful" and "buy things that make you beautiful," was chosen through multiple public contests. Then, with the opening of the first @cosme STORE in 2007, he began to be used extensively as the @cosme STORE promotional character. He has long been loved by many customers as @cosme STORE's promotional character.

Michael has now been given a new look as a My Cosmetics Matching Navigator, supporting you in discovering your own cosmetics on @cosme. The design incorporates the "Dot & Space" (*) concept of the @cosme logo, which underwent its first renewal in 2019 to mark its 20th anniversary.


(*) @cosme connects all kinds of things, events, and people related to beauty. It creates a space that connects the dots.


Going forward, we plan to use her in a variety of ways both on and off the @cosme platform as a promotional character for @cosme.

■Michael's profile
Name: Michael
Birthday: March 6th
Concept: My cosmetics matching navigator
Self-introduction: A frog fairy who supports everyone in discovering their own cosmetics on @cosme

■New Michael will be appearing at @cosme TOKYO's "New Year's Anniversary Event"!


To coincide with the @cosme TOKYO 1st anniversary event, a reborn Michael will be appearing at @cosme TOKYO.

◆Inquiries◆
iStyle Inc. External Communications Department
TEL: 03-5575-1286 FAX: 03-5575-1261 Email: istyle-press@istyle.co.jp



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