GINZA SIX EDITORS
时尚、珠宝&手表、生活方式、美容、食品…
精通各种类型的个性丰富的编辑们,在GINZA SIX上闲逛
记述走路发现的乐趣。
越了解越想要。寻找“热门化妆品”的闲逛 The More You Know, The More You Want: Wandering in Search of Hit Cosmetics
长谷川真弓
GINZA SIX EDITORS Vol.69
“GINZA SIX”可以看到、触摸、体验东京的时尚、美食、文化最先进的“GINZA SIX”。
因为职业的关系,经常会去美容层,但是各个品牌的化妆品柜台里不仅有只有在这个时期才能买到的限定商品和新色化妆品,还有很多固定的化妆品阵容。每个品牌的钱包都会松弛的不只是我。
活跃在美容最前线的记者和作家们都说“真好啊!”在B1F开设了一家店的“SUQQU”。2003年出道,今年迎来了15周年。今年,在女性杂志和美容杂志上介绍的“暗妆系”化妆特集里,一定会提名出名,是最适合成熟风格的现在最热的品牌之一。
特别是“能够简单地实现成熟女性贪婪的需求”,粉底的口碑每年都在增加,今年秋天更新的“Extrach冰淇淋粉底”(全7色¥10000※以下全部不含税价格),擅长美容的专业人士也予以了看。
“外国游客来店的数量逐年增加。除了中国、韩国、台湾等亚洲之外,还有来自德国的客人。”“像美容液一样的粉底”这样的评价,不仅在日本,在海外也确实广泛传播。
重点是“满足成熟女性的需求”。随着年龄的增长,黑眼圈和污点。自然地覆盖这些,还能获得现在流行的“光泽”,而且还能保持湿润,大人的肌肤烦恼也是什么。本以为是纤细的纹理,没想到在肌肤上是滑溜的。尽管如此,与肌肤紧密相连的合身感。如果对现在使用的粉底感到不足的话,请一定要试试这个粉底。
GINZA SIX店还设有品牌首个护理室。可以接受品牌代名词“脸部肌肉按摩”的体验课程,也可以一边接受咨询一边尝试最新的化妆。顺便一提,2019年的春季集装也有“啊!”的崭新感和让人妆容愉悦的商品,敬请期待。
接下来,不论年龄大小都受到很多女性喜爱的品牌,同样位于B1F的“RMK”。最近,限量化的化妆包和配套元件等在年轻女性中被称为“难以入手”的人气。
另一方面,也有即使不做特别的宣传活动也能持续畅销的长期畅销商品。这是RMK的眼神“化妆基础”(30mL\3700)。
RMK出道的1997年,说起当时日本人的肌肤塑造,大多是遮盖力高、厚厚的粉底。“遮住了日本女性漂亮的肌肤,太可惜了”这样的想法而诞生的“化妆基础”和“重粉底”,现在可以说是RMK的代表项目。特别是在提倡化妆基础重要性的化妆基础上,参加新闻发布会的编辑、记者、作家们在杂志上介绍了其精彩之处,其热量波及到了美容灵敏度高的女性们,风靡一时。可以说是现在“光泽肌”热潮的先驱也不为过。
“虽然发售已经过了20多年了,但是一次也没有变更处方的情况也很少见。GINZA SIX店的首席美容院大竹惠里奈说,这是一款能够将肌肤表面的凹凸整理干净,实现理想光泽肌肤的“搭配”。
产品的实力由数字来说明。日本自不必说,在外国游客中也很受欢迎,经常被指名购买。化妆基础进入了全国RMK店铺的销量TOP3,GINZA SIX也创下了每月销售200个以上的惊人记录,可以说是“传说中的化妆品”。
离开化妆品层,乘坐自动扶梯前往4F的“#0107 PLAZA”。PLAZA亲手制作的这家店,是一家可以一边接触精选的东西,一边体验愉快购物的“生活方式提案型商店”。在开幕式的内部展览会上拜访的时候,到处都展示着品位好的小道具。据说,PLAZA的名产买家的私人物品也装饰了一部分。意识到聚集在银座的大人们,命名为“#0107”的时尚感也很喜欢。
店内分为时尚&文具店、食品&厨房、健康&美容三个区域,可以在舒适的空间里寻找购物心灵。店内入口的看台,可以点冷面果汁和咖啡。因为可以当场榨取蔬菜和水果,所以新鲜又好吃。
在里面展开的健康&美容区,从合理的小乳胶化妆品到自然化妆品,种类繁多。现在,流行的化妆和口碑都很受欢迎的产品,所以来GINZA SIX的时候一定会顺路去。
例如,“鹰米斯金针锋”(30mL\4584)。其实,在美容记者和发型妆容之间以不可动摇的人气而闻名。负责宣传的东乡一胤先生说:“洗脸后马上使用的角质护理美容液不分年龄和皮肤类型,谁都可以使用,这也很受欢迎。”
除此之外,“GUHL LABORATORY”、“rmseautiful”等面向美容灵敏度高的顾客展开的产品也很有趣。“#0107 PLAZA”是一个与合理、有用的化妆品相配合的地方。
最后介绍一下伫立在B2F食品区的“千年古屋”。喜欢日本酒的人都知道的新潟代表性名酒“八海山”,可以说是1990年代到来的“地方酒热潮”的重要人物。在店内慢慢转动的话,会让人吃惊的是有各种各样种类的八海山。
现在人气急速上升的“纯米吟酿雪室储藏三年”(280ml JPY¥1400,720ml JPY¥3,100)。
店长阿部慎一先生对我说:“这是一种将降雪量多的新潟・鱼沼自古以来就为人所知的‘雪室’活用于酿酒的酒”。在收容了大量雪的仓库中,花了3年的岁月睡觉的一道菜。在稳定的温度下成熟的日本酒,味道醇厚、清爽的味道。
另外,使用八海山的“曲子”的调味汁“曲子谁”也很受欢迎。“这是对食物感兴趣的人指示的,被反复购买的产品”(阿部)这个时期,最受欢迎的是柚子风味(200ml¥550)。因为味道清淡,所以可以配合肉、鱼、火锅料理。
八海山品牌中有化妆品……意外地不为人知。在新潟・雪国鱼沼丰富的自然环境中精心酿造的八海山,含有丰富的美肤成分不可或缺的氨基酸。“护手霜中加入了10%的八海山哦”(阿部饰)。多么奢侈!
关注的是“脸凝胶”。水灵灵、轻微的纹理,洗脸后用这一瓶就可以进行皮肤保养,这种简单的感觉也很简单。对化妆品市场的流行趋势感到惊讶。包装上也有英文标记,受到外国游客的好评。酒造公司并不是因为流行而制造的“觉悟”的真正的化妆品。推荐给不喜欢吃奶油的女性。
热门品牌有相应的理由和讲究。和了解历史和产品优点的工作人员们一边享受对话一边购物。GINZA SIX有这样的乐趣。
Text:Mayumi Hasegawa Photos:Yoriko Saito Edit:Yuka Okada
GINZA SIX lets you see, touch, and experience the absolute latest in Tokyo fashion, beauty, and food.
As part of my work responsibilities, I often visit the Beauty Floor, where the cosmetic counters for various brands offer limited edition products available only that season and cosmetics in various new colors. The lineups of standard products are extensive, too. I know I’m not the only one who loosens her purse strings for these brands.
One boutique to which journalists and writers on the frontlines of beauty have conferred both attention and numerous “Likes” is SUQQU, on the first belowground floor. Debuting in 2003, the brand is celebrating its 15-year anniversary this year. It’s a virtual certainty the brand will be mentioned in women’s and beauty magazines this year in makeup features that discuss ways to remedy dull skin. It’s currently the hottest brand targeting mature buyers.
In particular, word-of-mouth concerning the brand’s foundation—that it easily meets the lofty requirements of adult women—has gained momentum year after year. Upgraded this past fall, the Extra Rich Glow Cream Foundation (seven colors, 10,000 yen each; all prices listed before tax) is also drawing the attention of seasoned beauty professionals.
“We’ve been getting more customers from overseas each year, from China, Korea, Taiwan, and other parts of Asia, as well as from Germany,” says staff member Hiroko Yamaguchi. The foundation’s reputation as something of a beauty elixir has clearly spread far and wide—not just in Japan, but to countries overseas.
The key point is that the foundation meets the needs of adult women. Dullness and spots grow more prominent with age. This foundation is an effortless fix for dullness and spots. It gives skin a trendy sheen and maintains moisture—just what adult skin needs. I expected a thick texture. Instead, when I first tried it, I found the cream spreads smoothly, as if sliding on the skin. Yet it also stays perfectly on the skin. If you’re not quite satisfied with the foundation you’re currently using, I recommend giving it a try.
The GINZA SIX boutique offers the brand’s first treatment room. Here you can get hands-on lessons on the brand’s trademark facial massage and try the latest makeup while receiving expert advice. Incidentally, you can soon experience the surprising freshness of the 2019 spring collection and other fun makeup items—so, don’t miss it!
My next stop is RMK, also on the first underground floor. It’s a brand loved by countless women of all ages. Its makeup collections and limited production sets have been so popular, primarily among younger women, that they’ve become hard to obtain.
The brand also offers a long-running item that continues to sell well even without special advertising: RMK’s iconic Makeup Base (30 ml, 3,700 yen).
RMK debuted in 1997. At the time the mainstream cosmetic trend in Japan for foundation was strong coverage and a thick matte application. Makeup Base and Liquid Foundation were conceived based on the notion that it’s a shame to cover up the smooth, beautiful skin of Japanese women. Today, it’s fair to say they’re RMK’s best known products. Makeup Base, in particular, which emphasizes the importance of the base layer below the makeup, garnered rave reviews in magazines from editors, journalists, and writers who attended the product release press conference. The enthusiasm spread to women attuned to beauty, eventually giving the product the status of a major sensation. It’s no exaggeration to say it marked the start of the glossy boom.
“More than 20 years have passed since it was launched,” says Erina Otake, the GINZA SIX boutique’s chief beauty communicator. “The formula hasn’t changed even once, which is rare. It beautifully addresses skin texture and provides an ideal glossy sheen. It’s an item you’ll want to stock up on.” The story of the product’s power lies in the numbers. It’s popular, of course, among Japanese customers. But it’s also popular among foreign tourists, who ask for it by name. Makeup Base ranks among the top three best sellers for all RMK boutiques nationwide. The GINZA SIX boutique alone sells over 200 units a month, an astonishing figure. It’s a legendary cosmetic.
Leaving the cosmetics floor, I head up the escalator to #0107 PLAZA on the fourth floor. This store by PLAZA proposes new lifestyles. It creates a pleasing shopping experience while letting visitors handle the carefully selected merchandise. When I went to a private viewing at the shop’s opening, I found small, tasteful implements and other objects displayed throughout the space. When I asked why, I was told the items on display included some of the personal possessions of PLAZA’s famous buyer. I like the fashionable whimsy of the name, too, which can be decoded in Japanese to mean grownup—reflecting the store’s awareness of Ginza’s reputation as a destination for the mature.
You’ll find three areas inside: Fashion & Stationery, Food & Kitchen, and Health & Beauty. The open, relaxed space piques my shopping zeal. The juice stand at the entrance offers cold-pressed juice and coffee. The vegetables and fruit are squeezed right on the spot; the drinks are fresh and delicious.
The Health & Beauty area toward the back of the store features an extensive range of reasonably priced cosmetics and natural cosmetics. They’re displayed so you can see all the trendy makeup and products making word-of-mouth waves in a single glance, which is why I drop in almost every time I come to GINZA SIX.
One example is TAKAMI Skin Peel (30 ml, 4,584 yen). Among beauty journalists, beauticians and makeup artists, it’s known as a major hit product of unwavering popularity. “As a keratin care beauty lotion you apply right after washing your face,” explains PR representative Kazutane Togo, “it’s popular because it’s ideal for anyone, regardless of age or skin type.”
The product lines for beauty-sensitive customers by brands like GUHL LABORATORY and rms beauty are also interesting. #0107 PLAZA is the ideal place to encounter helpful, reasonably priced cosmetics.
Finally, I’ll introduce Sennenkoujiya on the Food Floor, the second belowground floor. If you like sake, you’ll know about Niigata’s renowned Hakkaisan, which helped start the sake microbrew boom in the 1990s. As I walk around the store, I’m surprised to see all the Hakkaisan varieties.
There’s Snow Aged Junmai Ginjo 3 Years (280 ml, 1,400 yen; 720 ml, 3,100 yen), whose popularity is currently skyrocketing. “This sake is aged in insulated ‘snow rooms,’ traditional in Uonuma, Niigata, where the winter snowfall is heavy,” store manager Shinichi Abe tells me. The sake is aged for three years in a storehouse in which snow is installed. Sake that’s been aged at a stable temperature, he says, has a smooth, crisp flavor.
The Koji Dare, a dressing that uses koji malt from Hakkaisan, is another hit. “It’s a product customers with a strong interest in food buy repeatedly,” he says. The yuzu flavored dressing (200 ml, 550 yen) is most popular during the winter season. Its refreshing flavor goes well, Abe-san says, with meat and fish dishes and hot pot meals.
I was unaware the Hakkaisan brand has a line of cosmetics. Hakkaisan sake, carefully brewed in the rich natural setting of Snow Country, Uonuma, in Niigata Prefecture, is packed with amino acids, an essential component of beautiful skin. “The hand cream,” Abe-san tells me, “contains 10% Hakkaisan sake.” That’s a lot!
Face Gel catches my eye. It has a moist, light texture, I’m told, and is all you need for skincare after washing your face—a very contemporary convenience. I’m surprised how deftly it incorporates current trends in the cosmetics market. The package is inscribed in English as well, which is popular with foreign tourists. It’s an authentic cosmetic product that reflects the awareness of a brewer not preoccupied with mere trend-surfing. I can recommend it especially to women who don’t like sticky creams.
Popular brands have good reasons for popularity: passion and particularity. I shop while enjoying talking to the staff. All are well versed in the brand’s history and its products—something that’s characteristic and fun about shopping at GINZA SIX.
Text:Mayumi Hasegawa Photos:Yoriko Saito Edit:Yuka Okada
长谷川真弓
经过美容编辑·作家编辑制作,在广告代理店担任化妆品制造商的营业7年半。意识到化妆品的趣味之后,2009年进入INFAS出版公司。担任美容周刊杂志《WWD Beauty》的编辑,2014年转业到自由职业。精力充沛地采访了有关美容的人·事·物。现在除了讲谈社的Web杂志《mi-mollet》之外,还在@cosme、TOKYOWISE等地执笔中。
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