MARIE TERESIA × HISTORIC: Verification of a New Revenue Model via "Experiential Media Advertising" Utilizing Salon Space

Our company operates 'MARIE TERESIA', an eyelash salon brand offering beauty services centered on eyelash treatments, with locations nationwide and serving approximately 30,000 customers monthly.

We are pleased to announce that 'MARIE TERESIA' is collaborating with HISTORIC Inc. (Headquarters: Nagoya City, Aichi Prefecture; CEO: Hitomi Ishihara), a manufacturer of professional beauty products, to host a collaboration event aimed at validating a new revenue model that utilizes salon spaces.

Event Period: Monday, May 25, 2026 – Tuesday, August 25, 2026

▼ Event Locations - MARIE TERESIA Sapporo Station (Sapporo, Hokkaido) - MARIE TERESIA Shibuya Hikarie Exit (Shibuya, Tokyo) - via Nagoya Station (Nagoya, Aichi) - MARIE TERESIA Meieki TSUBAKI (Nagoya, Aichi) - MARIE TERESIA Umeda Chayamachi (Osaka, Osaka) - MARIE TERESIA Hakata Station (Fukuoka, Fukuoka)

◆ Background While the beauty market is expanding rapidly from 91.5 billion yen to 138.4 billion yen (based on Hot Pepper Beauty Academy estimates from 2023 to 2025), new salon openings have also surged, leading to intense competition.

Approximately 75% of our customer base consists of individuals in their teens and twenties. We differentiate ourselves from competitors by executing a unique positioning strategy as a salon tailored for Gen Z.

In response to Gen Z consumers—who dislike wasting time due to the prevalence of short-form video SNS and seek "fail-proof purchasing experiences" within their limited incomes amid an overflow of information—we have launched a new initiative.

We will offer an exclusive purchasing experience to all customers, particularly Gen Z, by transforming into an "experiential media salon" where they can "see, touch, and experience" the professional-quality, innovative beauty products provided by HISTORIC Inc.

◆ Implementation Details Through this event, we will utilize the physical space of MARIE TERESIA salons to provide new experiential value through two main approaches:

1. Creating Touchpoints in Retail Spaces At the retail spaces set up in MARIE TERESIA (6 event locations), we will promote HISTORIC brand products as an experiential medium. These include Miss eye d'or "1-Second Eyelash Extensions" (false eyelashes), oui nails "Peel-off Manicure" (nail polish), Miss eye d'or "Horus Eyelash Serum EX", and "Hapi Coating Series".

Anyone can stop by and try out the products without needing to undergo a salon treatment.

Customers can purchase their favorite items directly in-store, or for those who prefer taking their time, products will be available on the official MARIE TERESIA e-commerce website (online store).

2. "1-Second Eyelash Extension" Finishing Experience by Eyelash Stylists The finishing experience will be held at 30 MARIE TERESIA locations nationwide.

For customers using eligible "Eyelash Perm Coupons", our professional eyelash stylists will apply "1-Second Eyelash Extensions" as the final touch to their treatment.

We aim to create a synergistic effect where customers can simultaneously experience a beautiful professional finish (a curl that cannot be achieved with makeup tools like eyelash curlers) and the appeal of 1-second eyelash extensions (adding length and volume to approach their ideal look).

Advanced booking is required for the treatment experience.

◆ Products Handled Miss eye d'or "1-Second Eyelash Extension" [Easily achieve "extension-level" eyes only when needed] - No glue required, easy one-touch application - Perfect for weekend use by those who normally cannot wear extensions - Replicates the natural finish unique to professional quality

oui nails "Peel-off Manicure" [A new sensation nail polish that dries quickly and peels off cleanly in one go] - No nail polish remover required, easy peel-off like a sticker - Enjoyable on weekends for those who cannot wear nail polish for work or school - Formulated with human health in mind, making it easy to use with children

Miss eye d'or "Horus Eyelash Serum EX" ["Repair, Condition, Protect" eyelashes. Professional-quality damage care serum] - Luxurious formula with over 98%* serum ingredients (*including water) - Care not only for eyelashes but the entire eye zone, including eyelids and eyebrows - Guides you to a healthy eyelash environment as home care after salon treatments

Miss eye d'or "Hapi Coating Series" [After-treatment