Major cosmetics brands' autumn launch events: Takashimaya in Japan creates a stylish buzz to attract attention

    As is well known, Japanese women pay great attention to their appearance and enjoy makeup. From office workers in high-end corporate buildings to full-time housewives taking care of their families at home, applying makeup is a daily must-do.

 Japanese makeup trends are influenced by fashion, reflecting the characteristics of different eras and seasons. Major cosmetics brands also release new products before each seasonal change. Meanwhile, Japan’s high-end department store — Takashimaya — uses its various retail locations as stages to host new product launch events for brand-name cosmetics, exclusively selling that season’s new arrivals and limited-edition items. This large-scale, multi-store cosmetics event is unique in Japan and highly popular among the public.

 This autumn, the event will run from Wednesday, August 19 to Tuesday, September 15. In line with the peak sales season for autumn cosmetics and the release of new products from various brands (foundations, color cosmetics), limited-edition and early-release items will be prominently featured across major Takashimaya department stores in Japan, along with promotional campaigns in collaboration with each brand. Product and event details will also be featured in Takashimaya’s cosmetic magazine — “Bifu” (Beauty Style) Autumn Issue, which is expected to distribute 143,000 copies.

 The cosmetics launched this season are based on autumn beauty trends and present the theme: “More volume, more vibrant color. An elegant and alluring intellectual look this autumn.” It further enhances feminine charm with an elegant vibe, creating a “seasonal expression.” Basic skincare focuses on intensive moisturization to combat autumn dryness, strengthening skin vitality and achieving a flawless, pure-textured complexion. Over a “subtle and understated base makeup,” eye makeup takes a bold and open approach to unleash feminine allure.

 Below are some of the popular products featured in this season’s event.

 Shiseido Elixir Superieur L’Extrait Essence 50ml – 12,960 yen (approx. 648 RMB) including tax

 30ml – 8,640 yen (approx. 432 RMB) including tax [Image ①]