Major cosmetic brands' autumn product launches – Takashimaya Japan creates a "beauty trend" buzz

    As is well known, Japanese women place great emphasis on 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 essential.

  Japanese-style makeup is influenced by trends and reflects changes in eras and seasons. The launch of new products by major cosmetic brands also takes place successively before seasonal transitions. Japan’s high-end department store — Takashimaya — also uses its various outlets as stages to host new product launches for brand cosmetics, being the first to sell seasonal 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 kick off from Wednesday, August 19 to Tuesday, September 15. In line with the arrival of the autumn cosmetics sales peak season and the release of new products from various brands (foundations, color cosmetics), limited-edition and early-release items will be prominently featured at major Takashimaya department stores across Japan, along with collaborative promotional campaigns by each brand. Product and event details will also be featured in Takashimaya’s cosmetics magazine — “Bifuu (Beauty Wind)” Autumn Issue, which is expected to distribute 143,000 copies.