Sogo Hiroshima renovates cosmetics floor with focus on customer experience

Sogo Hiroshima is relaunching its cosmetics floor on October 23, marking its first major renovation in 23 years. The update follows the collection of approximately 4,000 customer insights gathered through social media surveys and interviews.

The redesigned space, themed ‘ReBORN’, features 24 brands, including four that are new to the Chugoku-Shikoku region. Key enhancements include an expanded fragrance selection and the introduction of private consultation rooms to allow customers to discuss skin concerns and test products more comfortably.

A notable addition is the ‘SOGO Premium Room’, which utilizes AI-powered mirrors to provide facial analysis and personalized beauty and hairstyle recommendations. The renovation aims to increase customer dwell time and purchase frequency by offering high-touch services that differentiate the department store from e-commerce and drugstores.

This phase represents about 70% of the total cosmetics floor overhaul. A grand opening in spring 2027 is expected to bring the total number of brands to 32, making it one of the largest cosmetics departments in the Chugoku-Shikoku area.