Many department stores have been renovating their cosmetics sections -- some have expanded these areas to create a relaxed atmosphere and others have enhanced the various experiential services they offer.
As cosmetics suppliers diversify through channels such as online shopping, this move is aimed at making customers feel the joy of visiting department stores. This way, consumers may more easily choose products that suit them.
In September, Isetan 's Shinjuku flagship store in Tokyo began to expand its cosmetics section to include the second floor, as it had only been on the first floor since the store opened. The renovation will be completed in November and will make the floor space for cosmetics 1.5 times larger. People in wheelchairs and with strollers are able to easily get around the space as well. The first floor is mainly for makeup and the second floor mainly for skin care, and there are about 100 brands available.
"I was able to shop in a relaxed atomosphere," said a 47-year-old woman who visited the new cosmetics section on the second floor.
The store has also set up counters that allow customers to purchase items without being treated by beauty advisers, for 18 brands. "Some customers want to receive detailed face-to-face explanations but others just want to feel free to buy products," an official at the store said. "We have aimed for a sales floor that can be visited easily by all sorts of customers."
Cosmetics sections are usually located on the first floor, which is treated as the "face of the department store." It is common for customers to sit down in the cosmetics section and receive detailed explanations from beauty advisers. However, more and more customers want to save time when shopping, because cosmetics have become easier to buy online and at drugstores. Against this backdrop, department stores have been looking for ways to add value to their cosmetics sections and the number of such department stores has increased across the country.
Takashimaya's Osaka store introduced a tablet device in September that allows customers to try makeup on the screen without actually putting it on their faces. For example, a customer can choose a lipstick color from about 140 colors of 13 brands found in the store, after which the color appears on her lips on the screen. She can find a color that suits her without going to the trouble of removing the makeup or visiting the counter of each brand.
Sogo's Yokohama branch was renovated last year and a free counter was set up where customers can get suggestions on the brands available at the store and makeup methods that suit their skin and their personal concerns. It is so popular that reservations fill up quickly. There is also a shampoo chair where customers can experience a shampoo and treatment for free the first time, and for 1,320 yen after that.
Yasuko Matoba, an executive researcher at the Dai-ichi Life Research Institute Inc., said, "Consumers are now able to shop at home, but as the benefits of visiting a store increase, it will become more fun for them to choose the right product."
Analyzing skin condition
Cosmetics makers are also focusing on developing specialized equipment to analyze the condition of a customer's skin. Customers can measure the amount of moisture and the smoothness of their skin by applying a sensor at the store. This leads to providing more helpful suggestions on which products to use and how to care for their skin.
Ipsa Co., a cosmetics retailer based in Tokyo, developed a device that can suggest the right foundation, eye shadow or lipstick color for a customer based on the results of skin tests. The results are stored and can be referenced when they visit the store.
Kanebo Cosmetics Inc. introduced a skin analyzing device that combines a sensor, camera and touch-panel screen this year. The camera function has been enhanced to measure 14 items such as skin firmness, pore condition, moisture and oil content. The condition of the scalp and hair can also be checked.
According to the company, a person's skin changes depending on the season and their stress. "We are now in a time when beauty information is easily available on smartphones and other devices," an official at the company said. "However, we would like customers to feel the advantages of face-to-face service, such as being able to find out information about your skin with advanced technology."
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