Hankyu Umeda relaunches its 10th-floor beauty hall as a "longevity"-focused Beauty Maison, with Chanel joining November 18
Hankyu Umeda's flagship beauty floor in Osaka reopens November 11 under a new "longevity" concept, with 18 brands running private treatment cabins, Chanel joining a week later, and Mikimoto Beauty opening what the company calls a department-store first.
Hankyu Hanshin Department Stores, Inc. (株式会社阪急阪神百貨店) said it will relaunch the 10th-floor beauty hall at Hankyu Umeda Main Store (阪急うめだ本店) in Osaka as "HANKYU BEAUTY MAISON" on Wednesday, November 11, with Chanel joining the floor a week later, on November 18, according to the company's November 2 announcement.
The floor is built around what Hankyu calls "longevity" (ロンジェビティ) -- a beauty approach the company frames as treating ageing positively rather than chasing a single moment's glow -- and will run private treatment cabins for 18 brands, including Estée Lauder, Clé de Peau Beauté, Guerlain, Lancôme and Cosme Decorté's AQ Meliority skincare line, the company said.
Mikimoto Beauty will open a counter on the floor that Hankyu describes as a department-store first (百貨店初), and a new "Beauty Station" area, organised around what the company calls "holistic longevity" (ホリスティック・ロンジェビティ), will carry hair and scalp-care brands chosen by salon professionals, plus a dedicated space for rotating, limited-run beauty events.
Hankyu listed a run of launch-week offers: Guerlain will give its "Orchidée Impériale Gold Nobile" gift set to the first 50 customers who spend ¥121,000 (tax included) or more; Sisley and Pola will sell Hankyu-exclusive kits at ¥18,150 and ¥13,200; La Mer's exclusive "Genaissance de la Mer" set is priced at ¥143,770; and ReFa will pre-sell a handheld device it calls "Biri Bari Bari" (ビリバリバリ), with stand, at ¥58,850, ahead of its nationwide department-store release.
The relaunch is a Presentation move as much as a Product one: Hankyu is handing its best beauty real estate to the handful of houses -- Chanel, Guerlain, Lancôme, Clé de Peau Beauté -- that can fill a private treatment cabin and carry a premium price, while first-time entrant Mikimoto Beauty gets a counter it can call unique in Japan's department-store trade. For a flagship floor, who gets a cabin and who doesn't says as much as any sales figure Hankyu could publish.