From 'Selling' to 'Experiencing' Professional Products: HISTORIC Demonstrates New Marketing Model at Salons Nationwide

HISTORIC Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture; CEO: Hitomi Ishihara) announced the start of a proof-of-concept for a new experiential promotion utilizing salon spaces, in collaboration with wowwe Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates the eyelash salon 'MARIE TERESIA' nationwide.

This initiative transcends the traditional boundary between 'salon treatments' and 'self-care beauty,' establishing a new beauty pathway where customers can experience and purchase professional-quality products through real-world touchpoints.

Furthermore, the project aims to create new connections with demographics that have not been sufficiently reached previously, such as 'people who cannot visit salons' or 'those who temporarily want to enjoy beauty.'

During the period from May 25 to August 25, 2026, experiential and sales events for Miss eye d'or's '1-Second Eyelash Extension' and oui nails' 'Peel-Off Manicure' will be held at targeted MARIE TERESIA stores nationwide.

[Target Stores]

▪ MARIE TERESIA Sapporo Station Store (Location: Sapporo City, Hokkaido) ▪ MARIE TERESIA Shibuya Hikarie Entrance Store (Location: Shibuya Ward, Tokyo) ▪ via Nagoya Station Front Store (Location: Nagoya City, Aichi Prefecture) ▪ MARIE TERESIA Meieki TSUBAKI Store (Location: Nagoya City, Aichi Prefecture) ▪ MARIE TERESIA Umeda Chayamachi Store (Location: Osaka City, Osaka Prefecture) ▪ MARIE TERESIA Hakata Station Store (Location: Fukuoka City, Fukuoka Prefecture)

Background

In recent years, while the beauty market has continued to expand, the widespread use of SNS and e-commerce, along with the diversification of lifestyles, have significantly changed consumer beauty behaviors.

Amidst this, the company noticed that many people who want to 'enjoy beauty' are unable to choose salon experiences for various reasons, including work, school, age, time constraints, and cost.

Those who cannot wear eyelash extensions due to their jobs. Teenagers who cannot freely enjoy makeup because of school rules. Those who cannot find the time to visit a salon every month. Those who want to temporarily enjoy beauty only for special events.

There are many situations where choices are limited by lifestyle or environment, even if there is an interest in or aspiration for beauty.

On the other hand, a belief has long existed in the beauty industry that 'if self-care beauty improves, it will lead to customers abandoning salons.' However, the company believes that 'salon' and 'self-care' are not in opposition but should coexist to suit different lifestyles.

The value obtained precisely because it is a professional treatment. The freedom realized precisely because it is self-care. Both are necessary beauty experiences for consumers.

The company believes that the necessary value for the coming era is not a binary choice of 'visiting a salon or making do with self-care,' but being able to choose beauty that fits one's lifestyle at any given time.

The Company's Philosophy

As a professional beauty product manufacturer, the company has developed products centered around the theme of 'value that does not yet exist in the world.'

A core tenet in this process is the idea of 'delivering professional quality to more people.'

This initiative is not just about selling products. It is a challenge to redefine salons from 'places to receive treatments' to places where encounters and experiences with new beauty are born.

Moreover, the company believes that precisely because AI and online touchpoints are increasing, the experiential value of actually seeing, touching, and trying products in a physical space will become even more important in the future.

Moving forward, the company will continue to focus on 'delivering value through experiences' rather than just 'selling,' expanding the possibilities of new beauty experiences.

About This Initiative

This initiative utilizes the salon spaces of MARIE TERESIA, which sees 300,000 visitors annually, to create real-world touchpoints where customers can actually see, touch, and experience professional-quality products.

By utilizing the physical store space itself as 'experiential media,' it generates customer touchpoints that cannot be achieved through traditional digital advertising.

Additionally, through proposals, finishing, and experiences provided by professionals, an environment will be built where the appeal of the products can be felt more intuitively.

Through this proof-of-concept, the potential of a new experiential marketing and customer touchpoint model utilizing salon spaces will be verified.

Implementation Details

1. Experiential and Sales Rollout in Retail Spaces

In the retail spaces of six MARIE TERESIA stores nationwide, products including Miss eye d'or '1-Second Eyelash Extension,' oui nails 'Peel-Off Manicure,' and Miss eye d'or 'Horus Eyelash Serum EX' and 'Hapi Coating Series' will be available.

A space will be set up where customers can pick up the products themselves, experience them, and purchase them. By utilizing the store space as 'experiential media,' the company aims to create new touchpoints.