The Fusion of Comfort & Workability: The New Cosmetic Store Proposed by Maison KOSÉ Harakado

Maison KOSÉ Harakado opened in August this year at Tokyu Plaza Harajuku.

This facility was born as a retail DX base to realize the mission of Maison KOSÉ, "Find Your Own Beauty," focusing on shortening the distance between customers and the brand. To respond to recent changes in consumer behavior and to reach the younger generation, a new store style has been conceptualized, differing from existing directly managed stores.

While Maison KOSÉ Ginza serves as a place to enjoy the latest beauty attractions in collaboration with research institutions and external resources, Maison KOSÉ Harakado aims to provide a comfortable and satisfying customer experience by integrating online and offline for a targeted self-oriented approach towards digital-native youth.

This time, we will explore the charms of Maison KOSÉ Harakado.

Breaking Conventional Concepts & Supporting Diverse Customer Groups

KOSÉ breaks free from the traditional notion that "cosmetics are for adult women" and adopts "3G"—the initials for Global, Gender, and Generation—as keywords for customer development, aiming to engage diverse customer groups. As part of this effort, the main target has become the younger generation in order to increase touchpoints with this next generation.