Concept and design
On 1st June 2017, the Japanese luxury name announced the unveiling of its ‘first of its kind’ boutique store. Following the inauguration of Clé de Peau Beauté’s new store in Ginza Six, Tokyo, Japan, the skin care and make up label has continued to focus its concept and design on beauty from within and light.
Adopting the theme of “Limitless Radiance”, Clé de Peau Beauté has incorporated architectural lighting along the storefront in its latest investment to give the impression of opulent jewels that mirror its values.
As its brand mission is to deliver ‘services beyond expectations’, Shiseido stated in a recent press release that it has designed the store “with the modern woman’s comfort in mind”.
The entrance of the Singapore-based store is labelled as the “degustation area”, where customers can try tester products. Designed to build brand awareness, Clé de Peau Beauté is increasing its brick-and-mortar store presence and opportunities to engage with consumers.
Customisation continues to be a significant trend shaping the marketing approaches of both large and small beauty brands. To appeal to consumers embracing this trend, the new boutique will offer one-to-one consultations on its cosmetics ranges including its Synactif and La Crème lines.
The store also houses a ‘private zone’ that enables consumers to apply make up to indicate its exclusivity and personalisation values to its target markets.
Clé de Peau Beauté’s recently-opened store also contains a specific area for gift-giving, along with two facial cabins that aim to promote “relaxation and replenishment”, with hand and arm massages served to store visitors.
The bigger picture
The new store opening comes less than six weeks after Clé de Peau Beauté another physical store in Ginza Six, Tokyo, Japan. Designed to represent the epitome of experiential shopping, the store was conceptualised by architect Tsuyoshi Tane to captivate the senses.
In its mid-long term Vision 2020 strategy, Shiseido announced its plans to grow its Clé de Peau Beauté to around ¥50 bn (€406 mn).