Japan's Largest Selection and Enhanced Services in Department Store Cosmetics

In April 2010, the first-floor cosmetics department at Seibu Ikebukuro Main Store was reborn. The four zones—Makeup, Skincare, Global, and Organic/Natural—feature 40 sections and 97 brands, including curated displays, offering a scale that is among the largest in the department store industry. Furthermore, the introduction of "Organic Market," a select shop for organic cosmetics, and the establishment of "Ikesei Beauty Station," which serves as a portal for the cosmetics floor, have expanded our choices as consumers. It has become a cosmetics floor that can be used differently according to needs, whether you want to consult about your skin condition, try new brands, or make a quick purchase.

A Select Shop for Organic Cosmetics Where Brands Can Be Compared

Among the four zones, the Organic/Natural zone, which has been significantly enhanced this time, is particularly noteworthy. Popular brands such as "Kiehl's," founded as a New York apothecary, "L'Occitane," which enjoys overwhelming support from younger generations, and the much-talked-about Japanese organic cosmetics brand "THREE" have been added. In addition, the newly introduced select shop "Organic Market" offers 20 brands, including those making their debut in Japan, focusing on products certified organic by organizations like ECOCERT and Demeter from around the world.

The appeal of a select shop lies in its ability to compare various brands. Inside, items for skincare, haircare, and body care are clearly displayed with testers and brand introduction panels. Expert staff are also stationed at the counter, ready to answer questions and offer advice. This makes it a valuable resource not only for those seeking products suited to their skin but also for beginners who are interested in organic cosmetics but unsure where to start.

First, let's check out the brands making their official debut in Japan this time. "Anaï," which uses Amazonian plants sourced through fair trade as its raw materials; "Pomarium," which incorporates oil, extract, and water derived from apple seeds; and "Nominoe," which uses local specialties such as buckwheat, artichokes, and brown sugar as ingredients. All three are French skincare brands from a country at the forefront of organic beauty. Experience their efficacy and delightful textures for yourself.

Other notable brands include "Huiles & Baumes," popular for its SOS balm that soothes dryness and irritation and can be used on both face and body, and "Infinistoria," which stands out with its unique music-themed concept and affordable price point, differing from typical organic brands. The floor is a delightful place to explore, whether you have a specific purchase in mind or are just browsing. You're sure to find the perfect cosmetics every time you visit.

Beauty Advisors Offer Cross-Brand Consultations

To address feedback such as the difficulty of shopping in brand-specific sections and the intimidating nature of department store cosmetic counters, "Ikesei Beauty Station" has been created to guide your cosmetic choices.

Its most distinctive feature is the "cross-brand consultation" offered by beauty advisors who are not affiliated with any specific brand. They provide personalized service by conducting skin analysis with specialized equipment, advising on product selection based on your needs and skin condition, and offering support that transcends brand boundaries. The store also features areas where you can try products on-site. It disseminates the latest information, including new arrivals, seasonal recommendations, and best-selling cosmetics for various concerns. Furthermore, it functions as a convenient pickup point for items purchased from the cosmetics shopping site "Ikesei Beauty," and offers starter sets. It truly serves as a central hub connecting all the zones.

The cosmetics floor is a place to "try before you buy." Thinking of it that way makes it rather exciting. Let's head out to this new cosmetics floor where you can make choices tailored to your needs!

Skin Analysis with Specialized Equipment (Free)

Beauty advisors offer consultations using three types of equipment: the Robo Skin Analyzer, which measures overall skin tone, spots, wrinkles, and pores; a microscope to measure surface texture; and a sebum-moisture meter to measure oil and moisture levels in relation to ambient temperature and humidity. These consultations (20 minutes, 50 minutes: reservation required) are available, along with a self-consultation via touchscreen that takes about 10 minutes.

Seibu Ikebukuro Main Store
Tel. 03-3981-0111 (General Inquiries)
www2.seibu.jp/wsc-customer-app/page/010/dynamic/top/Top