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TOKYO — Isetan has just finished remodeling the Beauty Apothecary section of its Shinjuku flagship store, roughly doubling its previous size so that it occupies an entire floor.

With a mission to cultivate “inner and outer beauty,” the section carries a variety of beauty products from brands such as Bare Minerals, Annemarie Borlind, Dr. Hauschka, Erbaviva, Jurlique and John Masters Organics. There is also an organic cafe; a spa offering massage and reflexology treatments; a book section stocking titles related to health and beauty; and a selection of organic wines for sale.

As reported, Isetan is in the process of testing new retail concepts to compensate for the fact that traditional departments stores are losing market share in Japan. Earlier this year, it rolled out a multi-brand beauty store, Isetan Mirror, in a shopping mall as well as a travel-themed shop in Tokyo’s Haneda airport.