Addiction Tokyo prepares for US launch with Bloomingdale’s – WWD

Prestige makeup is getting a new player.

Addiction Tokyo, the trendy makeup brand from Kosé Corporation, is making its U.S. debut, opening Friday at Bloomingdale’s. Prices range from $10 to $52 for eye, cheek, nail and lip products, which include Hero eyeshadows, available in more than 90 shades and six textures.

The acquisition of the Stateside brand is part of Kosé’s larger strategic goal to enter the US market. The company reportedly aims to quadruple its US business by 2026. Akira Matsubara, Kosé’s CEO for the Americas and Europe, Middle East and Africa, said the launch fits with its plan to achieve these sales targets.

“The first [priority] is to strengthen the Japanese approach to beauty and wellness worldwide, and the second point is to develop competitive brands and expand their global presence,” he said.

Matsubara did not comment on sales, but industry sources estimate the collection’s first-year sales could reach $10 million in the United States. He expects the brand’s artful ethos to resonate with high-profile consumers. “Our mission in the United States is to create a medium for self-discovery and the celebration of artistry with each individual,” he said. “Addiction Tokyo is the place where beauty is not defined, but rather unfolded in its most authentic and vibrant form.”

He added that the US is the largest makeup market in the world and that America made a natural next step after focusing on Japan, China and Asia. “U.S. interest in Japanese beauty is increasing every year,” he said. “The US market is larger, more dynamic and more diverse than the Japanese makeup market.”

Addiction Tokyo’s global creative director, Kanako Takase, will also take the brand to New York Fashion Week following the Bloomingdale’s launch. The goal is to increase Addiction Tokyo’s brand awareness through social media coverage of the shows while becoming a staple for professional makeup artists.

“I feel deeply connected to the brand philosophy and its roots in makeup art. “My goal is to help people around the world by creating high-quality makeup products that are designed for professional performance yet easy to use, so everyone can discover the artist within,” Takase said, via E -Mail. “I want people to enjoy and embrace their own beauty, but not be afraid to explore and experiment with a variety of looks, colors, textures and products.”

Bloomingdale’s launch will also feature a month-long pop-up at the retailer’s 59th Street flagship. “Japanese stores tend to spend a lot of time on a customer with Japanese hospitality called ‘ometanashi,'” Matsubara said of the brand’s retail strategy. “They don’t promote a product, but focus on what the customer really wants.”

Although the brand will eventually expand beyond that, Matsubara said his focus initially is on putting Addiction Tokyo on a solid foundation. “We are very ambitious for the first three or five years,” he said. “But in the first two years we want to concentrate on consolidating the brand value. To achieve this, we want to focus on makeup artists and not put everything everywhere.”