Japanese cosmetics & personal care brands Anessa, Senka, and Tsubaki have partnered with Watsons Singapore to launch a My Japanese Beauty pop-up store in Orchard Road.
The three Shiseido brands are hosting the store from September 20 to October 20 at a location just outside Takashimaya as an educational and experiential event that invites the public to discover the secrets of Japanese beauty on a multi-sensorial journey.
The pop-up brings to life Shiseido’s heritage and showcases the three brands. Visitors will discover eight historical products, all Shiseido Museum artefacts flown out of Japan for the first time with special escort and white-gloved treatment. Highlights include first-generation products such as Tsubaki’s Classic Shampoo and Conditioner, Anessa’s Sunscreen Milk, and Senka’s Perfect Whip.
Adding an immersive element into the event are high-tech digital touchpoints that are triggered by footsteps to deliver sound, music and animation. Guests will also be introduced to customised collagen tea and interactive product-discovery experiences. Guiding them along the way is a pop-up experience microsite, accessible via the Watsons app/website or a QR code. The seamlessly integrated platform enables them to navigate the space like a museum, and offers tasks for them to complete. It is also an offline-to-online shopping app that allows users to scan QR codes to read product descriptions and add items to their carts. After checking out online, Watsons will deliver their shopping to them within the next few days. If guests prefer buying on the spot, they may also purchase products from a cashless vending machine or at an on-site store.
Watsons Singapore is Shiseido Singapore’s “strongest supporter and top local beauty retailer” according to a statement released by the group.