Shiseido reveals digital-led beauty destination Beauty Square

The Japanese store is set to open to shoppers today and is located near Tokyo’s Harajuku Station

Beauty giant Shiseido is set to welcome consumers to a new Japanese beauty destination today.

On the first floor of the new Beauty Square, situated in front of Tokyo’s Harajuku Station, shoppers will be able to buy personal care products and visit an in-store hair and make-up salon.

Brands on offer include IPSA, Clé de Peau Beauté, Dolce & Gabbana Beauty, NARS and bareMinerals.

According to Shiseido, the store’s concept is to provide a space for consumers to ‘discover, enjoy and share beauty’.

Digital, experience-led content will be on offer throughout, including an interactive content space to represent the diversity of beauty, as well as a virtual experience.

In a statement, Shiseido said: “In Harajuku, where many savvy consumers of cosmetics, fashion and food gather from Japan and overseas, the store will act as a spot welcoming chiefly young people to discover and experience the fun of beauty and new charm of themselves.”

Inside there will also be pop-up stores to introduce cosmetics and other beauty-related products.

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