GINZA SIX EDITORS
Fashion, jewelry & watch, lifestyle, beauty, foods…
Unique editors who are familiar with each genre GINZA SIX aimlessly
We spell way of enjoying that we found on foot.
I come to want so as to know if we know. We take a walk to look for "hit cosmetics" aimlessly The More You Know, The More You Want: Wandering in Search of Hit Cosmetics
GINZA SIX EDITORS Vol.69
"GINZA SIX" which we touch on seeing fashion, beauty, foods of Tokyo, the most tip of culture and can experience.
Because of the profession, we often go to visit beauty floor, but lineup of standard cosmetics is prepared let alone limited article and new color cosmetics which we can purchase now on cosmetic counter of each brand only at the time abundantly, too. It cannot be only me that the purse strings loosen for each brand.
"SUQQU" (SUQQU) that journalist and writers playing an active part in the front line of beauty set up shop in clicking the like button and B1F paying attention. We made our debut in 2003 and reached the 15th anniversary in this year. It is introduced with women's magazine and beauty magazine this year; "is dark; the name is almost always given with is system" make special feature, and is one of the brands which are just the first "hot" which just fit in into adult specifications.
Word of mouth of foundation increases year by year saying "he/she easily grants greedy needs of adult woman", and professionals good at beauty acknowledge in particular superiority of "extra Rich glow cream foundation" which they renewed in this autumn (all all seven colors of 10,000 yen ※ lower than + tax price).
"The number of the visits of foreign tourist increases year by year. Other than Asia such as China, Korea, Taiwan, it is Shinko Yamaguchi of the staff that says, customer from Germany came. Reputation called "foundation such as liquid cosmetics" seems to spread out surely abroad without staying in Japan.
Place "where point met needs of adult woman." Dullness and stain which repeat age, and have bad showiness. Skin trouble of adult whom we cover them naturally and obtain "luster" of fashion now and moisture keeps is.of what Cream which grows to be slippery on texture or omoi breath and skin which we did approvingly, and spreads. A feeling of fitting to adhere to skin suddenly nevertheless. We want you to try this foundation by all means if we feel lacking something to foundation using now.
We add brand first treatment room to GINZA SIX shop. Though receive trial lesson of "face sinew massage" that is pronoun of brand; excellent; do, and what try the latest make in spite of being reputation by counseling is good. By the way, as item becoming fun the novelty and make, "oh!", to be surprised at Collection in spring of 2019 comes out, in fun.
Brand loved regardless of age successively by many women is the same; to "RMK" (RMK) in B1F. In here these days, limited number of makeup Collection or coffret raise popularity so that it is said, "it is hard to obtain" led by young women.
On the other hand, there is longtime seller item which continues being sold to be popular even if we do not do special public relations. It is "pre-makeup" becoming Aiko Nic of RMK (30 mL of 3,700 yen).
Foundation of thick painting specifications that were mat which was high in cover power speaking of 1997 when RMK made its debut, the making of Japanese skin at the time was mainstream. "Pre-makeup" and "liquid foundation" which were born from thought, "it is a shame that it covers regular beautiful skin of texture of Japanese woman" can be also known as representative item of RMK now. Particularly, in the pre-makeup which advocated importance of the makeup groundwork, editor, journalist, writers who participated in press presentation introduced the splendor with magazine, and the heat capacity was predominant in influence, generation to high women of beauty sensitivity. It is not exaggeration even if we say pioneer of current "shiny skin" boom.
"We are 20 years or more after the release, but it is unusual to never change prescription of. It is Erina Otake of pocket chief beauty communicator of GINZA SIX shop that we fix irregularities of the skin surface neatly, and say, it is the "training" to grant ideal shiny skin item.
Number shows ability of product. We are popular among foreign tourists and, let alone Japan, are often made nomination buying. Pre-makeup enters sales TOP3 of RMK stores of the whole country, and propose wonderful record to make a profit of higher than 200 in here GINZA SIX in month, because is, so to speak, "legendary cosmetics."
Leave cosmetics floor, with escalator to "#0107 PLAZA" (adult plaza) of 4F. "Lifestyle suggestion type store" where there is comfortable shopping experience in this Shops which PLAZA deals with while touching selected things. When we called in preview of opening, good small tools of sense were displayed everywhere. According to the place to hear, it is said that we gave glory to part of private properties of popular buyer of PLAZA. We really like dandyism that named "#0107" (adult) being conscious of adults gathering in Ginza.
In fashion & stationery, foods & kitchen, the shop which parted from health & beauty in three areas, shopping gokoro is tickled in spacious space. Bar with only a counter in entrance in shop is available for order of cold press juice and coffee. It is delicious with fresh to squeeze vegetables and fruit on the spot.
We gather in health & beauty area spreading out in the depths from reasonable petit Bra cosmetics to natural cosmetics abundantly. As product making a hit by make and word of mouth of fashion now is displayed to know at first sight, it is place that almost always drops in when we came to GINZA SIX.
For example, "Takami skin peel" (30 mL of 4,584 yen). In fact, we are known for very popular product proud of immovable popularity between beauty journalist and hair make. As for "keratin care liquid cosmetics to use right after face-wash do not choose age and skin type anyone saying it is of popularity that is usable"; 1, Higashigo Tsuzuki in charge of PR.
Among others, product development for customer with high beauty sensitivity including "GUHL LABORATORY" (ghoul laboratory) and "rms beauty" is interesting, too. "#0107 PLAZA" is place that can meet reasonable, helpful cosmetics.
Finally, introduction of "SENNENKOUJIYA" nestling in foods area of B2F. Famous sake "Hakkaisan" representing Niigata that anyone knows if we like sake can be also known as central figure of "local sake boom" that came in the 1990s. We are surprised at there being really various types of Hakkaisan when we go around the shop slowly.
Now rising "purely U.S. brewing sake from the finest rice snow room storage three years" (280 ml of 1,400 yen, 720 ml of 3,100 yen).
It is Shinichi Abe of manager that told, "it is Niigata, liquor which made use of "snow room" in sake making known for a long time in Uonuma with much snowfall". Labor and time or one article of figure to spend time called three years in storehouse which accommodated a large quantity of snow, and to lay. It is said that sake matured at stable temperature is mellow and is clean taste.
In addition, that Hakkaisan dressing "ricemalt anyone" using "ricemalt" makes a hit. "It is ordered by person who is highly concerned with meal, and repeat buying is done product" (Abe). This time, best popularity yuzu flavor (200 ml of ￥550). As it is frank taste, it is said that we are matched with meat and fish, food served in a pot.
There are cosmetics to such Hakkaisan brand……That means, we are not known unexpectedly. Indispensable amino acid is included in Hakkaisan aroused in rich nature of Niigata, snowy district Uonuma carefully as fair skin ingredient abundantly. "10% of Hakkaisan is combined with hand cream" (Abe). It is deluxe with what!
What paid attention to "face gel." We say fresh and young, light texture, and, after the face-wash, simplicity called skin care OK is-like in one of this in now, too. We were surprised that we caught trend of cosmetics market well. That English notation is done in package and is popular with foreign tourists. Seriousness cosmetics to see "readiness" that we did not make with brewing companies or fashion. We want to recommend to woman to be weak in stickiness of cream by all means.
There are some reasons and feelings to brand making a hit. We do shopping while enjoying conversation with staff knowing everything about good history and product. There is such a pleasure in GINZA SIX.
Text: Mayumi Hasegawa Photos: Yoriko Saito 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