First “self-service” aesthetic salon expands footprint in Japan

29-Jan-2019 - Last updated on 29-Jan-2019 at 01:43 GMT

Japan’s first ever do-it-yourself aesthetics boutique, Jibun de Este, is quickly expanding with outlets nationwide following the debut of its first store in March 2018.

Developed by the Hiroshi Corporation, consumers can expect one new outlet in Tokyo, Nagoya and Osaka within the first three months of the year.

The first new outlet of the year was unveiled on January 11 at Shibuya MODI in Tokyo.

In its press statement, the company revealed plans to launch outlets in Saitama, Chiba and Kyushu as well as one more outlet in Tokyo at Ikebukuro PARCO.

Unlimited and affordable

The chain of women-only “beauty gyms” offer consumers use of professional high-performance machines for face and body for a monthly flat-rate fee.

Prices range from 5,980 yen ($54) to 10,800 yen ($99) a month, excluding tax. The monthly fee allows consumers unlimited use of the machines.

Jibun de Este does not require visitors to make reservations. Some of their outlets operate daily, even on public holidays.

The salon outlets are equipped with over 100 machines, which the company said it plans to consistently upgrade.

Visitors undergo treatment in private rooms outfitted with the machinery, as well as tablets loaded with instructional videos and the choice to call an attendant if problems arise.

Beauty “safe space”

Jibun de Este was conceptualised in 2017 with the aim of creating an affordable and safe space for time-poor women who wish to enjoy beauty treatments.

The company cited price, insecurity, pushy sales tactics, and limited reservation slots, as the reasons that prevent consumers from seeking such professional aesthetic treatment.

“Jibun de Este is a new and fun space that makes it easy to lower the threshold of the aesthetics, where all women feel free, but can pursue beauty with real seriousness,” said the company.

The Marui Group, which owns Shibuya MODI, said in its own press statement that its collaboration with Jibun de Este falls in line with its goal of creating customer happiness.

“The Marui Group is proceeding with "co-creation sustainability management" that creates customers' happiness together with all stakeholders,” it said in a statement. “By collaborating with Jibun de Este, we are pursuing the ideal way of products, services and stores that all customers will be pleased with. And by offering a rich lifestyle, everyone has ‘happiness’.”