The Ginza Co., Ltd. to Open New Store in Ginza - Shiseido group ...

The Ginza Co., Ltd. to Open New Store in Ginza
– Launch of Fee-Based Counseling –
On April 16, 2009, The Ginza Co., Ltd. (hereinafter “The Ginza”), an affiliated company of Shiseido
Co., Ltd. (hereinafter “Shiseido”), opened a new THE GINZA store in 8-chome of the Ginza district.
The Ginza withdrew from the boutique business in March 2009 and plans to sell Shiseido Group
cosmetic products and related items that have been carefully selected with the original aesthetic
sense of The Ginza cultivated through its boutique business. Additionally, The Ginza will seek an
optimal image for marketing new cosmetic products through conducting testing and verification,
thereby functioning as an information hub that will provide feedback to Shiseido’s businesses. As
part of its operations, fee-based counseling will be launched as Shiseido’s flagship store.
Concept of THE GINZA Ginza Store
The concept of THE GINZA store is to “care for you skin and care for yourself ” and “discover ways
to care for your skin and realize greater beauty.”
Acting with “consideration” is a cultural aspect rooted in ancient times as well as an
aesthetic sense connected to traditional Japanese customs, which may be considered in this day and
age as a beautiful and ecological way of living. At THE GINZA, staff possessing a spirit of
hospitality and a high level of expertise will provide counseling to customers, who are visiting the
Ginza district and are highly conscious about beauty, by utilizing the latest beauty equipment. At the
same time, an optimal image for marketing new cosmetic products will be proposed to convey the
importance of skincare treatment and respective methods.
Features of THE GINZA Ginza Store
“The Ginza Mini Seminar” (free of charge, reservations required) will be organized for
approximately 60 minutes to enable customers to learn about skincare and makeup techniques.
Additionally, as Shiseido’s flagship store in Ginza, private, fee-based lessons will be
developed by staff specialized in Shiseido’s superb beauty techniques (Beauty Solution Counselors)
on a reservation basis to address the beauty needs of customers, who are highly aware of cosmetics,
and enable them to actually feel a sense of “beauty that goes beyond one’s expectations.” Beauty
Solution Counselors are beauty consultants who have acquired Level 1 in Shiseido’s formal in-house
examination certified by the Ministry of Health, Labour and Welfare, and also have acquired color
analyst and other qualifications. Staff are also well-versed in makeup techniques as well as have an
abundance of knowledge on other aspects ranging from methods for managing one’s health to food
and fashion. Together with these capabilities, Solution Navi Analyzer cutting-edge beauty equipment

will be utilized on a one-on-one basis to scientifically analyze respective customers’ skin conditions
and facial characteristics, thereby proposing treatment methods to address customers’ needs and skin
concerns.
The following four private lessons will be launched initially; however, Shiseido plans to
consecutively develop new programs as well.
Private Lesson Programs
Private Makeup Lesson 【Basic】
90 minutes
Fee: ¥10,000 (incl. tax)
Private Makeup Lesson 【Special】
130 minutes
Fee: ¥15,000 (incl. tax)
Private Skincare Lesson 【Basic】
90 minutes
Fee: ¥10,000 (incl. tax)
Private Skincare Lesson 【Special】
130 minutes
Fee: ¥15,000 (incl. tax)
This program will scientifically analyze the appeal
of facial characteristics and realize an ideal look
using makeup based on the “golden balance of
beauty” in accordance with the Golden Balance
Theory * .
This program will scientifically analyze the appeal
of facial characteristics and enable customers to
discover new aspects about themselves through the
“golden balance of beauty” in accordance with the
Golden Balance Theory * together with the selection
of suitable colors and makeup look.
This program offers scientific analysis of skin
conditions. In addition to clarifying the cause of
problems having the greatest concern, understanding
the environment or effects within the skin that are
linked to such concerns and providing guidance to
solve these problems, the program also allows
customers to experience treatment methods
according to respective skin conditions.
This program offers scientific analysis of skin
conditions. In addition to comprehensively seeking
solutions to achieve beautiful skin according to
respective skin conditions and understanding the
environment or causes from within the skin that are
conducive to changing skin conditions, the program
also enables users to experience suitable treatment
methods that lead to beautiful skin.
* The Golden Balance Theory was developed under the initiative of hair and makeup artist Ms. Etsu
Nishijima of the Shiseido Beauty Solution Development Center to indicate the balance that gives a sense
of “beauty” in numerical terms based on accumulated empirical data.

The Ginza Co., Ltd.
Subsequent to establishing Shiseido Pharmaceutical & Cosmetics Sales Co., Ltd. in 1941, the
Company launched the boutique business in 1975 and changed the name to The Ginza Co., Ltd. in
1981. In line with its withdrawal from the boutique business in March 2009, the company primarily
will engage in the operation of directly managed cosmetic stores along with cosmetics wholesale
(domestic duty-free shops) and cotton wholesale as its main businesses.
Overview of THE GINZA Ginza Store
Location: Taiyo Building 1st Floor, 8-8-5 Ginza, Chuo-ku, Tokyo, Japan
Business hours: 11:00~20:00 (Open seven days a week except for the New Year holidays)
Brands handled: SHISEIDO, THE GINZA COSMETICS, SERGE LUTENS, D´ici là, etc.
Other merchandise: Makeup accessories including cosmetics pouches, Japanese lacquer
cosmetics boxes, cotton boxes and hand mirrors

Reference: The Ginza Co., Ltd. Launch
The Grand Opening of THE GINZA Ginza Store on April 16, 2009
New contemporary and luxurious salon opened by The Ginza, a pioneer in the select shop segment
through its continuous efforts in creating a new sense of values
Beauty of The Ginza
Beautiful ways of living in which you “care for your skin and care for yourself”
Acting with “consideration” is a cultural aspect rooted in ancient times as well as an aesthetic sense
connected to traditional Japanese customs, which may be considered in this day and age as a
beautiful and ecological way of living. The Ginza reviews the importance of skincare and its
techniques to draw out original beauty. Carefully and slowly repeating the treatment by being true
to oneself in a relaxed atmosphere will further enhance the radiance in one’s heart.
Techniques of The Ginza
“Discover ways to care for your skin and realize greater beauty”
Centering on a spirit of hospitality and counseling utilizing a high level of expertise, The Ginza will
propose solutions to realize the desired beauty of each and every customer while also being
conscious about being beautiful now and in the future.
Knowledge of The Ginza
A feeling of beauty is constantly flowing in The Ginza. The Ginza has been nurtured by customers
with an aesthetic sense who are visiting the Ginza district. The Ginza will polish the mind and
continuously convey messages of new values.
Fashion events: Original events of The Ginza, which has continuously proposed total beauty.
Mini seminars (free of charge, reservations required): Various programs will be offered to improve
skincare and makeup techniques. Seminars are conducted in groups of 2-3 persons.
Private, fee-based counseling (4 courses: fee-based, reservations required): Private lessons will be
provided by experienced and specialized staff possessing an array of beauty-related knowledge
including makeup techniques, as well as aspects ranging from methods for managing health to food
and fashion, directed toward enabling customers to feel “beauty that goes beyond one’s
expectations.”
Selections by The Ginza
Master works in which Japan can take great pride on the world stage are carefully selected with the
original aesthetic sense of The Ginza. Such a spirit, feeling of beauty and sense of value resonates

deeply in our hearts in modern times. Together with items such as a jewelry-like Satsuma Kuro
Kiriko perfume bottles, Japanese lacquer cosmetics box and hand mirrors, The Ginza will
disseminate high quality products of sublime perfection that give a sense of modern inspiration
while also carrying on Japanese culture and tradition.
Products handled: SHISEIDO cosmetics, THE GINZA COSMETICS, SERGE LUTENS, original
goods (cosmetic pouches, mirrors, etc.)
THE GINZA COSMETICS
“Solution skincare” required for all skin types, THE GINZA COSMETICS offer the ultimate
luxurious items developed using the latest technologies and lead to dewy, radiant and ideal
“premium skin.”
SERGE LUTENS
Developed in collaboration with French creator Serge Lutens, this line offers jewel-like fragrance
and luxury makeup items, which are recognized as masterpieces and have an unmatched presence
that continuously captivates people throughout the world. The Ginza is the only place in which one
can experience the world of Serge Lutens in Japan. Treasured items available exclusively in Japan
as well as limited items worldwide will also be sold at the store.
The Ginza Original Goods
Original goods “made in Japan” have been created based on The Ginza’s sense of value and beauty
accumulated through observing domestic and overseas luxury for over 33 years. Exquisite items of
rare beauty have been created from a beautiful culture in which Japan can take great pride. The
product lineup includes THE TAKUMI line of traditional handcraft products that have been newly
created in collaboration with modern maestros and The Ginza, in addition to THE CAMELLIA
COLLECTION goods featuring the camellia flower motif.

THE GINZA Ginza Store
Taiyo Building 1st Floor, 8-8-5 Ginza, Chuo-ku, Tokyo, Japan
Business hours: 11:00~20:00
Inquiries: 0120-500824