Brief Explanation

Over 10 million people from around the world visit Tokyo each year. Cosmetics are one of the top three items that they purchase and take home. However, as only 3% of Japanese people can speak a foreign language, foreigners have difficulties in Japan. AINZ&TULPE is the largest cosmetics shop in Japan. It is also visited by many foreigners, who have come to Japan for purposes such as tourism. The shop window of a store in Tokyo was automated. An establishment has been created where people from any country can enjoy shopping and having a makeup experience.

Results and Effectiveness

After being set up, the shop window gained exposure around the world, especially in fashion-related media. There was a PR effect of over 500 million yen, and there were 5,885,039,510 media impressions. At the store where the window was set up, there was a 40% increase in foreign customers. Sales increased by 10% each day.

Creative Execution

There are over 10 types of fashionable Japanese faces displayed on the signage. The faces were produced using only products sold to AINZ&TULPE by Japan's top makeup artists. Those fashionable faces detect people's movements and faces. When a person selects a fashionable Japanese face to his/her liking, coupons, makeup methods, and more are issued in that person's native language using facial recognition. If the person brings a coupon into the shop, not only are items used to create that face discounted, an experience is provided to all people in which makeup is applied to resemble that fashionable Japanese face in only three minutes.

Insights, Strategy and the Idea

Customers who travel to Tokyo spend an average of 10 times more than Japanese customers. The aim was to expand sales by creating a shop where people from any country could enjoy shopping and having a makeup experience. Signage was set up in the shop window of an AINZ&TULPE Tokyo store. A camera is embedded into the signage, and people who approach are detected with a sensor. When a person who has taken interest performs an action, the shop window communicates with that person in his/her native language using facial recognition.