The Japanese beauty giant Kosé Corporation has opened its first stand-alone store in the US with a launch in Los Angeles.
Located at The Shops at Santa Anita, the store offers an immersive experience combining shopping with entertainment, education and community interaction, aiming to popularise Japanese beauty (J-beauty) in the American market.
Managed by Kosé’s subsidiary, Kosé America, Inc., the store’s innovative approach includes showcasing Kosé’s renowned brands such as Decorté and Sekkisei. Among the featured products is the Decorté Liposome Advanced Repair Serum, a best-selling serum in Japan with over 117 beauty awards to its name, underpinned by four decades of advanced liposome research.
The store opens with a special in-store area dedicated to Kosé’s global ambassador, Shohei Ohtani, from the Los Angeles Dodgers. The area offers several exclusive experiences including a makeover service for both children and adults to show their team spirit and the chance to create upcycled fan art using SminkArt, paint made from recycled cosmetics.
Other special in-store features include a custom gift experience where personalised text can be printed on products and ribbons.
Coinciding with the store opening, Kosé is also rolling out a new advertising campaign in the US featuring Ohtani.
