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Brief Published: 13 Apr 2018

Shiseido’s Tiered Beauty Playground Spoils Loyal Consumers


Japanese beauty brand Shiseido has redesigned its flagship The Store in Ginza, Tokyo, creating a tiered retailing ecosystem that reinforces brand loyalty.

Conceived in a minimalist palette of black, white and wood, The Store draws inspiration from Shiseido’s proprietary six-tier status membership scheme, with consumers receiving varying levels of access and benefits according to their annual spend or number of visits. 

While some areas are open to all shoppers, the members-only elements fuel consumer curiosity, along with their appetite for customisation. See Re-engineering Exclusivity and Membership & Tiered Retailing

  • Beauty Counselling: The first two floors are dedicated to customisable beauty, with experts offering one-to-one consultations and skincare solutions. At the Styling Bar, all consumers have access to free professional hair stylists offering speedy hair and make-up services.

    Store members benefit from additional customised consultations held in the private Beauty Up Cabin. Shoppers can also pay for personalised beauty sessions featuring Shiseido’s advanced skincare technology, while members are presented with gift certificates that can be redeemed against beauty services.
  • Photo-Ready: Tapping into Gen Z and young millennials’ desire for experiences, the third-floor Beauty Boost Bar offers hair styling and makeovers accompanied by an in-store photo studio, providing sharable content. 
  • Members Only: Creating a sense of exclusivity, a members-only café on the fourth floor offers healthy food and drinks, goods and books, as well as beauty seminars and events.

See also Asia’s Digi-Beauty Boutiques and Rise of the Exploratorium.