The New Way to Sell Cosmetics at the Popular Experience-Based Beauty Theme Park "Tierland" for Gen Z & Gen Alpha

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Last November, the experience-based beauty theme park "Tierland" opened, allowing visitors to try the latest cosmetics. Popular among Gen Z and Gen Alpha, it has surpassed 10,000 visitors. However, "Tierland" isn't primarily focused on selling products. Instead, it collects in-store experience data through its app and provides this data to exhibiting manufacturers, a business model now adopted by many, including major companies. We spoke with Kyosuke Nikaido, CEO of Trend Casquette Inc., which operates the shop and service, to learn more about its unique system.

Technology × Retail: Visualizing User Data

The concept of providing retail systems using technology and data to other companies, known as "RaaS (Retail as a Service)," is drawing attention. "Tierland" is also a service based on the RaaS model, offering data from in-store experiences and the app.

"Our business model involves monthly contracts with each manufacturer, providing opportunities for e-commerce referrals and in-store experiences. For instance, until now, major cosmetic brands could only offer customer experiences at department stores. 'Tierland' acts as a middle ground between department stores and drugstores, providing places where customers can 'try' and 'experience' products, and delivering Gen Z and Gen Alpha data gathered there to manufacturers."

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