My Japanese Beauty Fantasy launched with Watsons

1 min readUpdated May 24, 2025Sep 30, 201911:16 PM

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Japanese cosmetics & personal care brands Anessa, Senka, and Tsubaki have partnered with Watsons Singapore to launch a My Japanese Beauty pop-up store in Orchard Road.

The three Shiseido brands are hosting the store from September 20 to October 20 at a location just outside Takashimaya as an educational and experiential event that invites the public to discover the secrets of Japanese beauty on a multi-sensorial journey.

The pop-up brings to life Shiseido’s heritage and showcases the three brands. Visitors will discover eight historical products, all Shiseido Museum artifacts flown out of Japan for the first time with special escort and white-gloved treatment. Highlights include first-generation products such as Tsubaki’s Classic Shampoo and Conditioner, Anessa’s Sunscreen Milk, and Senka’s Perfect Whip.

Adding an immersive element into the event are high-tech digital touchpoints that are triggered by footsteps to deliver sound, music, and animation. Guests will also be introduced to customized collagen tea and interactive product-discovery experiences. Guiding them along the way is a pop-up experience microsite, accessible via the Watsons app/website or a QR code. The seamlessly integrated platform enables them to navigate the space like a museum and offers tasks for them to complete. It is also an offline-to-online shopping app that allows users to scan QR codes to read product descriptions and add items to their carts. After checking out online, Watsons will deliver their shopping to them within the next few days. If guests prefer buying on the spot, they may also purchase products from a cashless vending machine or at an on-site store.

Watsons Singapore is Shiseido Singapore’s “strongest supporter and top local beauty retailer” according to a statement released by the group.

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What this means

Shiseido's 'My Japanese Beauty' pop-up with Watsons is a shrewd, high-investment move, deepening brand connection through unique heritage display and smooth offline-to-online purchasing. This contrasts with Watsons' Hong Kong heritage store, which focused on the retailer's own history. By flying museum artefacts and integrating digital touchpoints, Shiseido sets a new standard for experiential retail that pressures rivals relying on more traditional store formats. The hybrid model mitigates inventory risk while maximising engagement. The primary risk lies in whether the high-touch experience can scale effectively beyond this single pop-up. Competitors should watch for Shiseido's next moves, specifically its permanent store integrations of similar immersive technologies.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What is the primary purpose of the My Japanese Beauty pop-up store?

The pop-up aims to be an educational and experiential event, inviting the public to discover Japanese beauty secrets through a multi-sensorial journey. It also brings to life Shiseido’s heritage and shows the three featured brands.

Which specific brands are involved in the My Japanese Beauty pop-up event?

The Japanese cosmetics and personal care brands Anessa, Senka, and Tsubaki are partnering with Watsons Singapore for this pop-up store. All three of these brands are part of Shiseido.

How can visitors purchase products at the My Japanese Beauty pop-up?

Visitors can purchase items in a few ways: scanning QR codes to add to an online cart for delivery, buying from a cashless vending machine, or making purchases directly at an on-site store.

What unique items are on display at the pop-up store for visitors to see?

The pop-up displays eight historical products, which are Shiseido Museum artefacts. These include first-generation items like Tsubaki’s Classic Shampoo and Conditioner, Anessa’s Sunscreen Milk, and Senka’s Perfect Whip.

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