Shiseido Opens Flagship Store

With COVID-19 cases in the news, it may seem like an odd time to open a flagship store anywhere in the world, but the pandemic hasn't scared Shiseido from creating a three-story beauty experience in Tokyo's Ginza district that's heavy on customer service, while limiting physical contact between staff and shoppers.

“What can be done digitally will be done digitally; what cannot be done digitally will be done by people,” said Yoshiaki Okabe, chief brand officer, Shiseido, during a virtual press conference to unveil the store.

At street level, product stations offer products to sample. Shoppers wear wristbands to add products to virtual carts that they can pickup at checkout. At the Digiskin Tester, customers use a stylus to answer a questionnaire on a touch screen, at the end of which the machine recommends skin care products that fit their needs and skin type. If they wish to test the products, a staff member will sterilize them before handing them to the customer to try. The Make Me Up area allows customers to test color cosmetics on a mirror-like touch screen, where customers can change products and colors.

The second level is focused on novel services. For example, trained beauty consultants teach tips and tricks of applying makeup, and guide customers through it as they try it for themselves. There is also a wrapping station where customers can choose from a variety of origami papers, ribbons and gift boxes, as well as an engraving machine.

The basement features Somadome meditation pods where customers can book an appointment online and then visit the store for an entirely solitary, technology-enabled session.