The beauty industry in Tokyo has been making waves when it comes to retail. Here is where the biggest changes and trends have been developing around is the unique spirit of Omotenashi. While translated as Japanese hospitality, it would be more apt and accurate to call it other-awareness. Omotenashi represents Japan's distinctive approach to hospitality, where service is delivered with a focus on anticipating and exceeding customer expectations. Nowhere is this more felt than in the high-end retail spaces of global brands like Louis Vuitton, @Cosme, Gucci and Levi’s, which all boast remarkable flagship stores. Tokyo’s beauty retail scene is renowned for its innovation, futurism, and digital marvels. Shoppers embarking on a retail journey in Tokyo are treated to an experiential adventure from the moment they set foot in these stores. In 2022, Japan's beauty and personal care market reached an impressive $15.8 billion and is projected to grow to $21.39 billion by 2027. The pandemic, acting as a catalyst for digital transformation across industries, prompted Japanese companies to expedite automation and digitalization in their stores to enhance efficiency and customer experiences. New Retail is here to stay. One example is Shiseido, founded in Tokyo's Ginza district in 1872. The brand chose Ginza, a district synonymous with innovation and upscale shopping, to establish its largest global store. Here, East seamlessly merges with West. Upon entering Shiseido's Ginza store, customers are equipped with an 'S connect' smart bracelet, offering a hands-free, seamless shopping experience. This bracelet records the digital content experience and enables customers to add desired products to their virtual shopping cart. At checkout, a simple swipe of the bracelet completes the purchase. Digitalization is woven into every facet of the shopping journey from touchless testers and lift-and-learn displays to a foundation bar where digital testers pinpoint the perfect foundation shade for each customer.