Shiseido breaks into bricks-and-mortar with debut phygital store

The brand has entered the retail space in an effort to boost its profile in its domestic market of Japan

Beauty brand Shiseido has ventured into bricks-and-mortar with its first-ever flagship in Tokyo, Japan.

Inside, across the three-floor space, customers will be able to shop all of the brand’s collections, as well as a line of limited edition in-store ranges.

Across the three-floor space, shoppers will also be able to engage with digital content throughout the store.

The Japanese conglomerate decided to enter the physical retail space in an effort to meet new and existing customers, and to boost its profile.

Today, Shiseido is available in 85 countries and stocks products across skin care, sun care, make-up and fragrance.

Asia’s booming retail market

Asia’s booming beauty market has prompted a number of brands to open eastern flagships in the region.

This year, beauty brands Lush and Miller Harris entered the market with stores in Japan, China and Hong Kong.

Meanwhile, L’Oréal-owned Lancôme chose Beijing, China, to open its first-ever standalone travel boutique.

The market has also experienced success online, with brands such as Fenty Beauty and Chanel launching on Alibaba’s Tmall website.

An e-commerce surge is expected on 11 November, as consumers snap up Singles Day deals.

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