Japanese Beauty x Beauty" in Ginza in Summer - A guide to experiencing 120% of Japanese beauty spun by Shiseido's Ginza flagship store

Shiseido Ginza main store "SHISEIDO THE STORE" will hold a special summer campaign from July 1 to August 26, 2025, titled "JAPANESE BEAUTY: Wa x Bi". 150 years of pursuit of beauty is packed into this experience, which will bring back to life a cool sensuality and a deep sense of Japanese beauty. The experience is filled with more than 150 years of pursuit of beauty. We will guide you through a quality time together with the streets of Ginza.

What this article will tell you

Aesthetics of history and evolution, where the spirit of "wa" (harmony) lives on.

More than 150 years of history has produced a DNA of beauty.

• Established in 1872Established in Ginza as Japan's first private Western-style dispensing pharmacy.

• **The first cosmetic product "Eudermine" (1897)** was nicknamed "red water" and was a symbol of cutting-edge science and beauty at the time.

• In 1916, an in-house design department was established.He was a pioneer in the design of posters and containers. Focused on poster and container design, pioneering "show beauty".

• Seven-color powder white powder sold in 1925is a revolutionary item that can be freely colored in 7 colors to add beauty according to taste and occasion.

Evolution of Beauty to Accompany Changing Values

• Consistency backed by history and flexibility to change with the times

• Values of beauty evolve with scientific, cultural, and social trends

Five-Sense Experiences in Ginza: Special Window x In-Store Exhibits

Window Displays Reflecting Summer in Ginza

• theme: "Japanese Summer Sunshine" x "Fireworks in the Night Sky

• ornamentTurning a Kazaguruma: Cool rotation and sound are produced by turning a Kazaguruma.

• (small) scaleAir blower operates once every 15 seconds, adding a cooling sensation to visitors.

• effectThe colorful feathers fluttering in the air instantly give passersby a "special summer Ginza feeling"!

Experience the "harmony and beauty" in the restaurant.

• Beauty Solution ProposalCustomized proposals by professional staff according to skin types and lifestyles

• Photo Studio & SeminarMakeup and photography techniques and knowledge useful for improving aesthetics can also be acquired at events for visitors only.

• Fusion of tradition and cutting-edge technologyFrom white powder to the latest science-based skincare, a lineup that resonates with the past and the future

Points to fully enjoy the campaign

✅ Advance reservations and pre-visit checks are key.

• Reservations and inquiries should be made as early as possible because of expected crowds on weekends during the summer season.

• Check our Instagram and official website for updates.

✅ Model Plan for a tour in Ginza

1. 7 min. walk from Tokyo Metro Ginza Station (Exit A2) / 5 min. walk from Shinbashi Station

2. Window presentation → in-store photo spot → route to beauty counseling

3. Souvenirs: Be sure to check out the limited samples and cosmetics in Japanese-patterned packages.

A summary of the charms of "harmony and beauty" to reach you

• Shiseido-ism realized by the numbers

  • More than 150 years of history

  • 7 colors, 15 seconds, 2-month summer experience

• experienced value (marketing term used for valuing products on customer subjective basis)

  • Visual (window movement, color)

  • Tactile (cool sensation felt by airflow)

  • Knowledge and emotion (beauty suggestions, photo experience)

• Commemorative memory available

  • Seasonal packages and samples

  • Sessions where you can find a style of beauty that suits you.

JAPANESE BEAUTY Wa x Bi is a place where you can experience not only coolness and visual surprises, but also the history of Japanese sense of beauty, which has been refined with the times and spun out to the present day. We hope you will visit Ginza to experience a summer time that will sink into your heart and skin.

Article Supervisor