Takashimaya wins a 12-day head start on PAUL & JOE BEAUTE's new face powder
Albion's PAUL & JOE BEAUTE is putting its newest face powder on Takashimaya's counters a full 12 days before the national launch, wrapped in a store-only gift set — a clean, small example of a department store trading floor space for a beauty brand's first flush of demand.
Albion Corporation's PAUL & JOE BEAUTE has given Takashimaya a 12-day exclusive on its newest face powder, putting the product on the department store's counters from 20 August, a full 12 days ahead of the brand's national release on 1 September, according to the company.
The powder, called Poudre Visage Lumière Douce, is priced at ¥7,480 for the full set, with a refill and case sold separately at ¥5,500 and ¥1,980 and a brush at ¥880, Albion said. It will be sold at eight Takashimaya stores as well as on the group's TBEAUT online platform, ahead of wider availability from September.
During the exclusive window, Takashimaya is also offering a store-only bundle it calls the Poudre Selection, priced at ¥9,900, that pairs the new powder with a compact, a setting mist, a cleansing gel, a concentrated serum and an original tote bag carrying the brand's motifs, according to the release.
The mechanics are familiar but instructive: a beauty house trades a short window of national exclusivity for a department store's counter theatre and gift-bundle pull, letting Takashimaya's beauty floor claim the launch moment before the product is available anywhere else, including the brand's own channels. For Albion, the arrangement buys a controlled soft launch inside a trusted retail environment before the wider release tests demand nationwide.