JAPAN REPORT: JATCO


Jatco expects Sensa(i)tional sales from new Japanese beauty brand


Japan Airport Terminal Co Ltd (Jatco) tells David Hayes it has shifted its product assortment in favour of Japanese beauty brands, namely Sensai. This is now in popular demand having only recently launched into the Japanese duty free market.


J


atco is in the middle of extensive renovations to its airport and downtown duty free shops in preparation of the Tokyo 2020


Olympic Games, which will attract a huge number of Japanese and overseas tourists. Having recently completed the


first in a series of refurbishments of its four mixed category Japan Duty Free shops at Narita International Airport in August, the company can now reveal that it is differentiating its product mix from its neighbouring competitors to focus on Japanese beauty products. This is in response to a rise in demand from Chinese travellers. “We started renovating the T2


central store in May and completed on 9 August 9,” according to Masashi Shimizu, Marketing Department Director in Japan Airport Terminal Co Ltd’s Buying and Management Division. “It used to be a typical general


duty free store, but the new focus is beauty products from Japan. We operate in close proximity to JAL-DFS and FaSoLa, so we need to differentiate ourselves from those shops.” Jatco’s remodelled store has


OCTOBER 2019


a brightly lit interior and an eye- catching shop front with large flat screen monitors mounted either side of the store entrance. These very effectively advertise the various beauty brands on offer. “We have six cosmetics brands


displayed on the back wall, which are all Japanese,” says Shimizu. “Japanese sake and whisky are


also on display. The six beauty brands include Shiseido, Shiseido The Ginza, Clé de Peau Beauté, Shu Uemura, SK-II and Sensai from Kanebo, all of which are high-end cosmetics brands. “SK-II opened their new factory


earlier this year, so SK-II cosmetics supplies now are very stable,” explains Shimizu.


Sensai listing ‘a big win’ Bringing in Sensai is a major coup for Jatco, which will be the first operator to sell the brand’s products in Japan. Previously, Sensai products were made for export only, says Shimizu. “This is the first time Sensai has


been made available in Asian duty fre. It’s a very high end brand and well known for its facial cream and lotions.” Kanebo also plans to launch Sensai


on the domestic market in Japan with several leading Japanese department stores this autumn. In the months following, the brand will roll out into other Asian locations. Meanwhile, Jatco offers Sensai’s


full range, positioned at the front of the T2 central store next to SK-II where it is visible to all passengers. “Kanebo had a big event for Sensai


in June in Tokyo’s Ginza Six shopping mall to promote its domestic market launch,” says Shimizu. “They advertised on Facebook, WeChat, Line and other social media pages.” Jatco had received requests from


Japanese and foreign customers to stock Sensai beauty products even before planning began on the T2 central shop renovation, according to Shimizu. By displaying the exclusive


beauty brand so prominently, Jatco expects to increase footfall into the


Bringing in Sensai is a major coup for Jatco, which will the first operator to sell the brand’s products in Japan. Previously, Sensai products were made for export only.


TRBusiness TRBUSINESS 147


Above Left to right: Ryunosuke Yuki and Masashi Shimizu, Japan Airport Terminal Co Ltd (Jatco).


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