Make Up For Ever opens a touch-up pop-up on Daimaru Umeda's cosmetics floor
Make Up For Ever's Japan operator is opening a pop-up on Daimaru Umeda's second-floor cosmetics department from 12 September, built around touch-ups and consultations rather than a full counter.
L.C.S. Corporation, which operates Make Up For Ever in Japan, is opening a pop-up shop for the Paris cosmetics brand on the second floor of Daimaru Umeda's cosmetics department from 12 September, according to the company's own announcement. The brand, founded in 1984, frames the space as a calm spot for touch-ups and one-on-one consultations rather than a full-line counter.
Visitors who spend ¥22,000 or more receive a complimentary Super Boost Lip Gloss in the shade 05 Anywhere Caffeine, while a touch-up using the brand's newer products comes with a 1.2ml sample of its Mist & Fix setting spray, the company said.
A pop-up rather than a full counter renewal is the low-cost way a mid-size prestige brand keeps a department store's busiest floor from going stale between resets — cheap to install, easy to time to a product push, and gone before it needs restocking or a lease renegotiation.