When cosmetics companies open cafes one after another, there is a perfect combination of fashion and coffee.

Laduree, one of the three major brands of Japanese girl cosmetics, started as a dessert maker. On November 20, 2015, JILL STUART opened a limited-time Cafe at Toji PLAZA in Harajuku. Like the girl packaging of JILL STUART cosmetics, the fantasy silver store is so popular with women that even dessert makes people want to say "cute" when they see it.

However, in fact, cosmetics, fragrance care brands in Japan to open Cafe has formed a trend.

Oshudan opened the world's first Cafe in Shibuya in May 2008, followed by a second Cafe in Ikebukuro in June. The first floor of Oshudan Cafe is used to display and sell Oshudan goods, the second and third floors of Cafe decoration are full of South French style, the wooden bookcases and pottery placed in the store make people feel quiet, and the warm light makes people feel as if they are in Provence. As a natural plant skin care brand, Oshudan Cafe offers natural and fresh cuisine.

Biaoshandao, Aoyama area gathered a lot of organic food as the selling point of Cafe, so those who emphasize environmental protection, organic concept of cosmetics, fragrance care brands will choose Cafe in this area, Estée Lauder Group under the washing brand AVEDA and Japan's popular organic cosmetics brand THREE is the representative. AVEDA Cafe's name is "PURE CAFE". Purity has been put on the name, and all the dishes are naturally made of organic food. In addition to Cafe, AVEDA also offers pre-booked head and body SPA services, and then going to "PURE CAFE" after SPA is an ideal weekend. THREE operates "Revive Kitchen" in a similar way to AVEDA. "Revive Kitchen" is located in THREE's flagship store in Northern Castle Peak, and the same organic food menu and SPA service are designed to convey the concept of organic care to consumers.

Products such as oil-absorbing tissue paper and hand cream from YOJIYA, an old cosmetics shop in Kyoto, have always been one of the most popular hand letters for female tourists traveling to Kyoto. YOJIYA Cafe, run by YOJIYA, is often listed as a must-visit in Kyoto. If Oshudan, AVEDA and THREE are the biggest selling points of pure nature, then the biggest selling point of YOJIYA Cafe is Kyoto amorous feelings. In the eyes of ordinary tourists, such as fruit, matcha, and kabuki face, "what Kyoto should look like" is all included in YOJIYA Cafe, but YOJIYA Cafe is not all breeze. Matcha Bafei and cappuccino with kabuki face matcha powder pattern are all products of combination with foreign countries. Most of YOJIYA Cafe's shops in Kyoto are located in the antique homes of the ancient people of Kyoto, sitting in the wooden homes of the ancient people while tasting some refreshing desserts while looking out of the window at the Kyoto courtyard. This kind of ancient and new experience is really unique, so during the peak season, there are always long queues at branches near the philosophy Road of Yinge Temple.

Of course, for Shiseido, the above brands are just newcomers. As early as 1928, Shiseido founder Youxin Fukuhara founded Shiseido Parlour, which is widely known as a gathering place for upper-class people at that time, and it is equivalent to a business card of Shiseido. Shiseido opened in October 2013 at the Shiseido Building in Ginza, raising funds for Shiseido Parlour, Shiseido Gallery and SHISEIDO THE GINZA. The tableware used by Shiseido Parlour all bear the "flower pile" logo of Shiseido logo. As an established cross-border Cafe (by the way, Shiseido Parlour also manages western food), there are also signature desserts. If you want to choose Tokyo Nabafi TOP10, Shiseido will certainly be able to be shortlisted, cross-border Cafe to do this, it seems that only Shiseido.

It is not difficult to find that Cafe operated by cosmetics brands has a display and sales area in the store without exception. Cosmetics brands do not open Cafe to operate Cafe, but set up Cafe in stores to prolong consumers'in-store consumption time. In this era when everything can be bought online, if Cafe has some advantages such as "special atmosphere in the store", it is enough to be a reason for consumers to go to this store often. Cafe is also a derivative of the brand's own image. Take JILL STUART, which belongs to the KOSE Group, as an example. JILL STUART marches into counter makeup of 1000-7000 yen. This price belt is the most competitive price belt for over-the-counter makeup. As soon as JILL STUART is launched, it all depends on the brand concept of "thoroughly implementing the sense of loveliness." while JILL STUART, no matter how cute drinks or desserts are, as long as people can see the first blurt out of "cute" is enough. Shiseido for the "Shiseido Building" evaluation is "this is a new stronghold to create brand value."

Source: curiosity Daily