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Appeared In
Special Issue
Beauty Inc issue 03/13/2009

ISETAN, Tokyo
Kenichi Kambayashi
, Buyer, Cosmetics & Fashion Accessories

This story first appeared in the March 13, 2009 issue of WWD. Subscribe Today.

This leading department store is a trendsetter in beauty. Located in Shinjuku, one of the hottest shopping areas in Tokyo, Isetan is known for wrangling exclusive product launches.

CLÉ DE PEAU BEAUTÉ SERUM BLANC EXTRA
Clé de Peau’s basic whitening item has new ingredients to protect from UV damage and give skin a bright, transparent, smooth look. This will lead the category. 15,000 yen ($158.90)

NATURA BISSÉ C+C COMPLEX
The vitamin C in this lineup will give skin a bright and transparent look. It’s recommended for customers who like easy and effective vitamin C care. 23,000 yen for regimen ($243.70)

LANCÔME ÔSCILLATION
Lancôme is popular for its mascaras. This will attract both those with a beauty mania and new users. The early launch has shown massive sales, and nationwide sales are expected to be even more. 5,000 yen ($53)

YVES SAINT LAURENT MATT TOUCH
This is expected to make a trend. It prevents skin problems such as noticeable pores, sunburn and uneven color, and creates ideal skin. 5,700 yen ( $60.38)

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RMK POWDER FOUNDATION EX
The brand is one of our top liquid foundations. This time it challenges the market with powder foundation. We are keeping an eye on the powder foundation product group. 6,500 yen ($68.85)

NEXT: Pharmaca Integrative Pharmacy, U.S. >>

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