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Beauty Industry, Beauty Launches

Shiseido’s New Counter: A First in Japan

Premiers a digital counseling mirror

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By: Jamie Matusow

Editor-in-Chief

A newly installed counselling counter is the star at Shiseido’s renovated Ginza Six store, which opened last Friday. The new counter features a Digital Counseling Mirror which is equipped with a touch-panel system and allows a beauty consultant to offer personalized, in-depth counseling. The mirror does more than just reflect a consumer’s face; touching its surface activates various data, including product information, application instructions, and skin check results. Moreover, consumers can check their counseling data at home. Shiseido says the system is the first of its kind in the Japanese cosmetics industry. Following the renovation of the Ginza Six store, the brand will upgrade its counseling counters around the world.
 
The new counter delivers standard 3D images of products and their texture. When a consumer approaches, the images change, intriguing the consumer. A Digital Testing Device is installed to offer digital contents that help a consumer understand information on major Shiseido products. A standard promotion movie shows on the screen and changes when a consumer comes within two meters. If the consumer picks up an item, the screen shows the product information including characteristics and application instructions.
 
When beauty counselors use the touch-panel of the mirror which reflects a consumer’s face, various data including product information, application instructions and skin check results appear. Furthermore, the consumer can check the counseling data at home by reading the QR code with a smartphone. This system helps offer more visually understandable, as well as personalized in-depth counseling, which is the first of its kind in the Japanese cosmetics industry.
 

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