GINZA SIX EDITORS
Fashion, jewelry & watch, lifestyle, beauty, food…
Unique editors familiar with each genre swing GINZA SIX.
I will spell out how to enjoy walking.
The more you know, the more you want. A stroll looking for "hit cosmetics" The More You Know, The More You Want: Wandering in Search of Hit Cosmetics
GINZA SIX EDITORS Vol.69
"GINZA SIX" where you can see, touch and experience the most advanced of Tokyo's fashion, beauty, food and culture.
There are many occupations and beauty floors, but each brand's cosmetic counter has a wide selection of standard cosmetics lineups, as well as limited items and new color cosmetics that can only be purchased at that time. It's not just me that my wallet is loose for each brand.
"SUQUU" has a store on the B1F, where journalists and writers who are active at the forefront of beauty are paying attention to "likes". It debuted in 2003 and celebrated its 15th anniversary this year. This year, in the "Kusumi-style" makeup special feature introduced in women's magazines and beauty magazines, it is always a good name, and it is one of the most "hot" brands that are perfect for adult specifications.
In particular, word-of-mouth communication of foundations is increasing year by year, saying that "it easily fulfills greedy needs of adult women", and "Extrarich Grow Cream Foundation", which was renewed this fall (7 colors ¥ 10,000 * All prices in + tax price, which is particularly popular.
"The number of foreign tourists visiting is increasing year by year. In addition to Asia such as China, Korea and Taiwan, there were also customers from Germany," said Fuko Yamaguchi, a staff member. The reputation of "beautiful foundation" seems to be spreading not only in Japan but also overseas.
The point is that it meets the needs of adult women. The dullness and stains that stand out by age. It covers them naturally, obtains the "gloss" of the trend, and keeps moisture. Cream with smooth texture and smooth spreading on the skin. Even so, it fits firmly to the skin. If you feel unsatisfactory in the foundation you are using, please try this foundation.
The GINZA SIX store also has a brand's first treatment room. You can get a hands-on lesson from the brand's synonymous with "face muscle massage", or try the latest makeup while receiving counseling. By the way, in the spring collection of 2019, you can see items that make surprising novelty and makeup fun as "Oh!"
Next, go to the brand “RMK” on the B1F, a brand loved by many women of all ages. Recently, limited-volume makeup collections and coffles have become so popular that young women are said to be "difficult to obtain."
On the other hand, there are also long-selling items that continue to sell well without special advertising activities. The "Makeup Base" (30mL \ 3,700), which is an iconic of RMK.
In 1997, when RMK made its debut, the mainstream foundations were high-covering, matte thick coatings, when Japanese people made their skin at the time. "Make-up base" and "required foundation" born from the idea that "it is wasteful to cover and hide the beautiful skin with the texture of Japanese women" are now representative items of RMK. In particular, in the makeup base that emphasizes the importance of makeup foundations, editors, journalists, and writers who participated in the press presentation introduced their splendor in magazines, and their heat spread to women with high beauty. And dominate the world. It is no exaggeration to say that this is a pioneer in the current "glossy" boom.
"It's been more than 20 years since its release, but it's rare that you've never changed your prescription. Erina Otake, Chief Beauty Communicator of GINZA SIX, says that it is a "preparation" item that cleans up the uneven surface of the skin and makes the ideal glossy skin.
The product's ability is marked by numbers. It is popular not only in Japan but also with foreign tourists, and is often nominated. The makeup base is included in sales TOP3 at RMK stores nationwide, and here GINZA SIX has set an amazing record of selling more than 200 a month, so to speak, it is a "legendary cosmetic".
Leave the cosmetics floor and take the escalator to "# 0107 PLAZA" on the 4th floor. This Shops, which PLAZA works on, is a “lifestyle proposal store” where you can enjoy a pleasant shopping experience while touching selected items. When I heard during the opening preview, there were many good-looking props displayed everywhere. According to what I heard, some private items of PLAZA's famous buyer were also displayed. I also like the stylishness of the name "#0107 (Otona)", conscious of the Otona gathering in Ginza.
The shop, which is divided into three areas: Fashion ＆, Food ＆ Kitchen, and Health ＆ Beauty, has a relaxing space where you can tickle your shopping gokoro. The stand bar at the entrance of the store can order cold press juice and coffee. Fresh and delicious because it squeezes vegetables and fruits on the spot.
The Health ＆ Beauty Area, which spreads out in the back, has a wide range of items, from reasonable petit bra cosmetics to natural cosmetics. Now, it is displayed so that you can see the products that are hit by trendy makeup and word of mouth, so when you come to GINZA SIX, it is a place to stop by as much as possible.
For example, "Takami Skin Peel" (30mL \4,584). In fact, it is known as a huge hit product that boasts immovable popularity among beauty journalists and hair makeup. "It's popular that anyone can use the horny layer care beauty essence used immediately after washing their face, regardless of age or skin type," says Kazutane Togo, a PR officer.
In addition, it is interesting to develop products for customers with high beauty, such as "GUHL LABORARARORY" and "rms beauty". "#0107 PLAZA" is a place where you can meet reasonable and useful cosmetics.
Finally, introduce "SENNENKOUJIYA is the lasts on the B2F food area, is introduced. Hakkaisan, a famous sake that everyone knows if they like sake, can be said to be a key player in the "local sake boom" that arrived in the 1990s. It is surprising that there are various types of Mt. Hakkai when you go around the store slowly.
“Junmai Ginjo Snow Room Storage Three Years” (280ml ¥ 1,400, 720ml ¥ 3,100), which is rapidly gaining in popularity.
"The sake is made by making use of the snow room, which has been known for a long time in Uonuma, Niigata, where there is a lot of snowfall," said Shinichi Abe, the store manager. It took three years to sleep in a warehouse containing a large amount of snow. Sake aged at a stable temperature is said to have a mild and refreshing taste.
In addition, the dressing “Kojire” using “koji” from Mt. "It is a product that is instructed by those who are interested in food and is purchased repeatedly," said Abe. The most popular season is citron flavor (200ml, \550). It has a refreshing taste, so it can be matched with meat, fish and hot pot dishes.
The Hakkaisan brand has cosmetics.……That's not surprisingly known. Mt. Hakkai, carefully brewed in the rich nature of Niigata and Snow Country Uonuma, contains abundant amino acids that are indispensable as beautiful skin ingredients. "The hand cream contains 10% of Mt. Hakkai," said Abe. What a luxury!
"Face Gel" attracted attention. It is called a fresh and light texture, and after washing your face, this one is the easiness of skin care OK. I was surprised to see the trend in the cosmetics market. The package is also written in English and is popular with foreign tourists. A serious cosmetic that shows the "preparation" that the brewing company did not make it because of the trend. Recommended for women who don't like sticky cream.
The hit brand has some reason and commitment. Shopping while enjoying a conversation with the staff who knows the history and the goodness of the product. GINZA SIX has such fun.
Text: Mayumi Hasegawa Photos: Yoriko Sakaito Edit: Yuka Okada
GINZA SIX lets you see, touch, and experience the absolute latest in Tokyo fashion, beauty, and food.
As part of my work responsibilities, I often visit the Beauty Floor, where the cosmetic counters for various brands offer limited edition products available only that season and cosmetics in various new colors. The lineups of standard products are extensive, too. I know I’m not the only one who loosens her purse strings for these brands.
One boutique to which journalists and writers on the frontlines of beauty have conferred both attention and numerous “Likes” is SUQQU, on the first belowground floor. Debuting in 2003, the brand is celebrating its 15-year anniversary this year. It’s a virtual certainty the brand will be mentioned in women’s and beauty magazines this year in makeup features that discuss ways to remedy dull skin. It’s currently the hottest brand targeting mature buyers.
In particular, word-of-mouth concerning the brand’s foundation—that it easily meets the lofty requirements of adult women—has gained momentum year after year. Upgraded this past fall, the Extra Rich Glow Cream Foundation (seven colors, 10,000 yen each; all prices listed before tax) is also drawing the attention of seasoned beauty professionals.
“We’ve been getting more customers from overseas each year, from China, Korea, Taiwan, and other parts of Asia, as well as from Germany,” says staff member Hiroko Yamaguchi. The foundation’s reputation as something of a beauty elixir has clearly spread far and wide—not just in Japan, but to countries overseas.
The key point is that the foundation meets the needs of adult women. Dullness and spots grow more prominent with age. This foundation is an effortless fix for dullness and spots. It gives skin a trendy sheen and maintains moisture—just what adult skin needs. I expected a thick texture. Instead, when I first tried it, I found the cream spreads smoothly, as if sliding on the skin. Yet it also stays perfectly on the skin. If you’re not quite satisfied with the foundation you’re currently using, I recommend giving it a try.
The GINZA SIX boutique offers the brand’s first treatment room. Here you can get hands-on lessons on the brand’s trademark facial massage and try the latest makeup while receiving expert advice. Incidentally, you can soon experience the surprising freshness of the 2019 spring collection and other fun makeup items—so, don’t miss it!
My next stop is RMK, also on the first underground floor. It’s a brand loved by countless women of all ages. Its makeup collections and limited production sets have been so popular, primarily among younger women, that they’ve become hard to obtain.
The brand also offers a long-running item that continues to sell well even without special advertising: RMK’s iconic Makeup Base (30 ml, 3,700 yen).
RMK debuted in 1997. At the time the mainstream cosmetic trend in Japan for foundation was strong coverage and a thick matte application. Makeup Base and Liquid Foundation were conceived based on the notion that it’s a shame to cover up the smooth, beautiful skin of Japanese women. Today, it’s fair to say they’re RMK’s best known products. Makeup Base, in particular, which emphasizes the importance of the base layer below the makeup, garnered rave reviews in magazines from editors, journalists, and writers who attended the product release press conference. The enthusiasm spread to women attuned to beauty, eventually giving the product the status of a major sensation. It’s no exaggeration to say it marked the start of the glossy boom.
“More than 20 years have passed since it was launched,” says Erina Otake, the GINZA SIX boutique’s chief beauty communicator. “The formula hasn’t changed even once, which is rare. It beautifully addresses skin texture and provides an ideal glossy sheen. It’s an item you’ll want to stock up on.” The story of the product’s power lies in the numbers. It’s popular, of course, among Japanese customers. But it’s also popular among foreign tourists, who ask for it by name. Makeup Base ranks among the top three best sellers for all RMK boutiques nationwide. The GINZA SIX boutique alone sells over 200 units a month, an astonishing figure. It’s a legendary cosmetic.
Leaving the cosmetics floor, I head up the escalator to #0107 PLAZA on the fourth floor. This store by PLAZA proposes new lifestyles. It creates a pleasing shopping experience while letting visitors handle the carefully selected merchandise. When I went to a private viewing at the shop’s opening, I found small, tasteful implements and other objects displayed throughout the space. When I asked why, I was told the items on display included some of the personal possessions of PLAZA’s famous buyer. I like the fashionable whimsy of the name, too, which can be decoded in Japanese to mean grownup—reflecting the store’s awareness of Ginza’s reputation as a destination for the mature.
You’ll find three areas inside: Fashion & Stationery, Food & Kitchen, and Health & Beauty. The open, relaxed space piques my shopping zeal. The juice stand at the entrance offers cold-pressed juice and coffee. The vegetables and fruit are squeezed right on the spot; the drinks are fresh and delicious.
The Health & Beauty area toward the back of the store features an extensive range of reasonably priced cosmetics and natural cosmetics. They’re displayed so you can see all the trendy makeup and products making word-of-mouth waves in a single glance, which is why I drop in almost every time I come to GINZA SIX.
One example is TAKAMI Skin Peel (30 ml, 4,584 yen). Among beauty journalists, beauticians and makeup artists, it’s known as a major hit product of unwavering popularity. “As a keratin care beauty lotion you apply right after washing your face,” explains PR representative Kazutane Togo, “it’s popular because it’s ideal for anyone, regardless of age or skin type.”
The product lines for beauty-sensitive customers by brands like GUHL LABORATORY and rms beauty are also interesting. #0107 PLAZA is the ideal place to encounter helpful, reasonably priced cosmetics.
Finally, I’ll introduce Sennenkoujiya on the Food Floor, the second belowground floor. If you like sake, you’ll know about Niigata’s renowned Hakkaisan, which helped start the sake microbrew boom in the 1990s. As I walk around the store, I’m surprised to see all the Hakkaisan varieties.
There’s Snow Aged Junmai Ginjo 3 Years (280 ml, 1,400 yen; 720 ml, 3,100 yen), whose popularity is currently skyrocketing. “This sake is aged in insulated ‘snow rooms,’ traditional in Uonuma, Niigata, where the winter snowfall is heavy,” store manager Shinichi Abe tells me. The sake is aged for three years in a storehouse in which snow is installed. Sake that’s been aged at a stable temperature, he says, has a smooth, crisp flavor.
The Koji Dare, a dressing that uses koji malt from Hakkaisan, is another hit. “It’s a product customers with a strong interest in food buy repeatedly,” he says. The yuzu flavored dressing (200 ml, 550 yen) is most popular during the winter season. Its refreshing flavor goes well, Abe-san says, with meat and fish dishes and hot pot meals.
I was unaware the Hakkaisan brand has a line of cosmetics. Hakkaisan sake, carefully brewed in the rich natural setting of Snow Country, Uonuma, in Niigata Prefecture, is packed with amino acids, an essential component of beautiful skin. “The hand cream,” Abe-san tells me, “contains 10% Hakkaisan sake.” That’s a lot!
Face Gel catches my eye. It has a moist, light texture, I’m told, and is all you need for skincare after washing your face—a very contemporary convenience. I’m surprised how deftly it incorporates current trends in the cosmetics market. The package is inscribed in English as well, which is popular with foreign tourists. It’s an authentic cosmetic product that reflects the awareness of a brewer not preoccupied with mere trend-surfing. I can recommend it especially to women who don’t like sticky creams.
Popular brands have good reasons for popularity: passion and particularity. I shop while enjoying talking to the staff. All are well versed in the brand’s history and its products—something that’s characteristic and fun about shopping at GINZA SIX.
Text：Mayumi Hasegawa Photos：Yoriko Saito Edit：Yuka Okada
Began career as a beauty writer, editor, and producer, then worked for seven and half years at an advertising agency in cosmetic manufacturer sales. Awakened to the wonder of cosmetics, she joined INFAS Publications in 2009 and served as editor for weekly beauty magazine, WWD Beauty. She launched her freelance career in 2014. Energetically researches and writes on people, services, and products in the field of beauty. Her writing can be found in the online magazine mi-mollet, published by Kodansha, as well as on sites like @cosme and TOKYOWISE.GINZASIX_OFFICIAL Instagram