Status make-up is getting a brand new participant.
Dependancy Tokyo, the stylish Kosé Company-owned make-up model, is making its U.S. debut, beginning Friday at Bloomingdale’s. Costs for eye, cheek, nail and lip merchandise, which embrace its hero eye shadows obtainable in additional than 90 shades and 6 textures, vary from $10 to $52.
Taking the model Stateside is a part of Kosé’s bigger strategic objective of penetrating the U.S. market. As reported, the corporate goals to quadruple the U.S. enterprise by 2026. Akira Matsubara, Kosé’s chief government officer of the Americas and Europe, Center East and Africa, mentioned the launch matches his recreation plan for hitting these gross sales targets.
“The primary [priority] is to amplify the Japanese method to magnificence and wellness globally, and the second level is to develop aggressive manufacturers and broaden their international presence,” he mentioned.
Matsubara didn’t touch upon gross sales, however trade sources estimate the gathering’s gross sales may attain $10 million throughout its first 12 months within the U.S. He’s pondering that the artistry-driven ethos of the model will resonate with status customers. “Our mission within the U.S. is to create a medium for self discovery and a celebration of artistry with each particular person,” he mentioned. “Dependancy Tokyo is the place magnificence isn’t outlined, however as a substitute liberated to be its most genuine and vibrant.”
He added that the U.S. is globally the most important make-up market, and after specializing in Japan, China and Asia, the Americas made a pure subsequent step. “U.S. curiosity in Japanese magnificence is rising 12 months by 12 months,” he mentioned. “The U.S. market is larger, extra dynamic, extra diversified than the Japanese make-up market.”
Dependancy Tokyo’s international inventive director, Kanako Takase, will even be taking the model to New York Style Week following the Bloomingdale’s launch. The objective is to enhance Dependancy Tokyo’s model consciousness by way of social media protection of the reveals, whereas additionally changing into a staple for skilled make-up artists.
“I deeply hook up with the model philosophy and its roots in make-up artistry. My objective is to assist individuals in every single place by creating high quality make-up merchandise which have professional efficiency in thoughts but are straightforward to make use of so that everybody can uncover the artist in themselves,” Takase mentioned through e mail. “I would like individuals to get pleasure from and embrace their very own magnificence however not be afraid to discover and experiment with quite a lot of appears to be like, colours, textures and merchandise.”
The Bloomingdale’s launch will even embrace a monthlong pop-up on the retailer’s 59th Road flagship. “Japanese shops have a tendency to spend so much of time on one buyer with Japanese hospitality, which known as ‘ometanashi,’” Matsubara mentioned, of the model’s retail technique. “They don’t push any product, however are tuned in to what the shopper actually needs to have.”
Although the model will ultimately broaden past that, Matsubara mentioned his focus is first getting Dependancy Tokyo on stable footing. “For the primary three years or 5 years, we’re very formidable,” he mentioned. “However for the primary two years, we wish to give attention to solidifying the model fairness. So as to do this, we wish to give attention to make-up artists slightly than put every little thing in every single place.”
