Shiseido reopens Japanese store with new counselling counter

Shiseido has reopened its Ginza Six store in Japan following the renovation and installation of a new counselling counter featuring a digital counselling mirror.

Designed for personalised and thorough counselling, the mirror comes with a touch-panel system and provides different data such as product information, application instructions and skin check results to beauty consultant (BC).

The mirror further allows consumers to check their counselling data at home by scanning the QR code using a smartphone.

The firm’s aesthetics and science technology brand Shiseido originally opened the directly managed store at Ginza Six commercial complex in April this year.

The new counselling counter targets women aged between 20 and 30 and includes a digital testing device developed to provide product try on for customers.

The counter displays 3D product and texture images, while the digital testing device provides better insights into the brand’s products through digital contents.

Upon approach of a customer within 2m, the screen’s usual promotional display changes, and shows information such as characteristics and application instructions of the product picked up by the customer.

The brand plans to continue installation of its new counselling counters worldwide toward 2020.

Shiseido has also begun installing a social counter with a functional tester at its stores to facilitate a convenient view and try on of products.

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Image: Counselling scene using a digital counselling mirror. Photo: courtesy of Shiseido Company.