Entering the "ZOOM" Category for New Concepts and Brands!

The world-renowned Paris beauty expo, "Beyond Beauty," was held again this autumn. Amidst the gathering of cosmetic brands from around the globe, uka entered the "ZOOM" exhibition, a highly anticipated section dedicated to introducing new brands and products with innovative concepts.

Handcrafted Booth, "Hand" Communication in Practice

Our assigned booth was number 12. It featured a round counter, a small table behind it, and two chairs. While all booths start from the same basic setup, originality emerges as each exhibitor adds their personal touch.

Ultimately, the number of people drawn to a booth is a factor in the evaluation, making the display crucial. Some brands opted for vibrant, eye-catching decorations, while others chose a minimalist approach, which was quite insightful. However, lacking the budget for professional decorators (laughs), we couldn't afford elaborate setups. We relied on the collective effort of our staff to create a handcrafted display.



The staff members this time were all assembled by Yuka Ikeda, who was coordinating on-site. We conducted thorough meetings, including training on hand massage techniques and sales pitches. Our slogan was "Communication by Hand." We designated Japanese women fluent in French and English as "uka Girls," and the presentation officially began.

Hata, the manager of our Aoyama store, came from Japan to support us. Since none of us speak English or French fluently, we worked behind the scenes, primarily focusing on nail care at the table in the back.

So Many People Were Delighted, Saying, "This is the First Time My Nails Have Looked This Beautiful!"

While there seemed to be some general visitors during the expo, the majority were journalists and buyers. Beauty professionals from around the world, including a renowned French beauty editor, journalists from India and Italy, and buyers from Dubai, visited our booth.

Everyone was particularly impressed with the technique. This is because nail care, in the sense of a professional treatment, is not yet common in France. The overwhelming majority of people said, "Even when I go to a salon, it's painful and not done well, so I do it myself."



Experiencing proper Japanese nail care this time, they realized the wonders of professional nail treatments. They were truly delighted with the meticulous technique, exclaiming, "This is the first time my nails have looked this beautiful!" However, the follow-up question was invariably, "Where can I buy those tools?" which put us in a slightly awkward position. We wished they had focused more on the nail oil than the tools (laughs).



Next to uka's booth was "Evidence de Beauté," a skincare brand familiar in Japan. This brand was founded by Charles-Edouard Barthes, the husband of former announcer Eriko Nakamura. Ms. Nakamura herself made an appearance and visited the uka booth to offer her greetings.

Ms. Nakamura mentioned, "I used to go to nail salons often in Japan, but I haven't found a place here." So, we invited her to sit down for a treatment. Although it was our first meeting, she was very friendly, making it a delightful time. Such encounters abroad are truly heartwarming.

As the days went by, we saw more familiar faces. Some visitors from the first day returned to show off their still-perfectly-manicured fingertips, saying, "They're still sparkling!" Many others came after hearing about us, and the anticipation for the award grew.

Valerie, the head judge, also visited. When we met in June, she praised our concept, saying, "The concept is really good." Now, let's see how we do in the main event!

uka Nail Oil x Lucien Pellat-Finet Collaboration!