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SHISEIDO Holds Limited-Time Experiential Event "Dig It?" at Ginza Sony Park

Shiseido will hold the limited-time experiential event "Dig It?" at Ginza Sony Park. The event reinterprets in a contemporary way the trail of "beauty" the company has communicated over many years, offering visitors a new experience through three pieces of content.

The event runs from Friday, September 11 to Sunday, September 20, 2026, with free admission.

"Dig It?" Event Blending Beauty of the Past and the Present

In recent years, cultures such as the revival boom and Y2K have spread, mainly among younger people. In response to this trend, SHISEIDO is staging an event around its past advertising collections, with the themes of "enjoying them in your own way" and "reinterpreting nostalgia anew."

The aim is for visitors to discover a new side of themselves through the experience of "digging" deep into whatever draws them in.

The event offers the following three pieces of content.

"Dig Your Roots?": Encounter Past Advertisements

A space is prepared where visitors can experience with their whole bodies the many advertising collections Shiseido has created over the years, and draw inspiration from bold, playful designs and words.

Experience content unveiled for the first time: Dig your roots? Dig your goods?

Original Goods Making: "Dig Your Goods?"

Visitors can choose limited-edition goods inspired by the many advertising collections and create their own original goods.

Try the Latest Makeup: "Dig Your Makeup?"

Visitors can enjoy the latest holiday collection and original makeup that remixes, for the present day, items used in past advertising designs.

TOMO KOIZUMI Dress Display and the GINZA CAMPAIGN

Ahead of the SHISEIDO holiday collection "GINZA WONDER × TOMO KOIZUMI," which goes on sale in limited quantities on Thursday, October 1, 2026, the event will display TOMO KOIZUMI's dress collection.

Visitors can experience TOMO KOIZUMI's world, where surprises seem to spill out one after another from vivid ruffles.

TOMO KOIZUMI SHISEIDO GINZA TOKYO

In addition, the "GINZA CAMPAIGN," where you can enjoy the world of "Dig It?," will be held at nearby stores that carry SHISEIDO.

During the campaign period, as a purchase bonus, event-limited goods are available, and in-store you can experience counseling and touch-ups for original makeup inspired by past advertising designs.

GINZA CAMPAIGN Locations and Bonuses

  • Ginza Mitsukoshi

    • Period: Wednesday, September 16 - Tuesday, September 22

    • Venue: GINZA Stage, Main Building B1F, Ginza Mitsukoshi, 4-6-16 Ginza, Chuo-ku, Tokyo

    • Bonus 1: An original sticker set is given to visitors during the period

    • Bonus 2: With a purchase of SHISEIDO products including SHISEIDO makeup items, a limited keychain set or a Ginza Mitsukoshi-limited pouch is given (keychain set for purchases of ¥11,000 or more tax included, Ginza Mitsukoshi-limited pouch for purchases of ¥16,500 or more tax included, keychain set + Ginza Mitsukoshi-limited pouch for purchases of ¥22,000 or more tax included)

  • Matsuya Ginza

    • Period: Wednesday, September 9 - Wednesday, September 30

    • Venue: SHISEIDO Counter, Main Building 1F, Matsuya Ginza, 3-6-1 Ginza, Chuo-ku, Tokyo

    • Bonus 1: An original sticker set is given to visitors during the period

    • Bonus 2: A keychain set is given with a purchase of ¥11,000 or more (tax included) of SHISEIDO products including SHISEIDO makeup items

  • SHISEIDO THE STORE

    • Period: From Thursday, September 10

    • Venue: SHISEIDO THE STORE, 7-8-10 Ginza, Chuo-ku, Tokyo

    • Bonus 1: An original sticker set is given to visitors during the period

    • Bonus 2: With a purchase of ¥18,700 or more (tax included) of SHISEIDO products, a trial size of SHISEIDO Ultimune™ Power Infusing Serum (serum) 10mL and SHISEIDO Essential Energy Hydrating Cream (cream) 15g are given

  • Shiseido Online Store

    • Period: From Monday, September 21

    • Bonus: A keychain and sticker set is given with a purchase of ¥18,700 or more of SHISEIDO products including SHISEIDO Color + Glow Enhancer

* The various bonuses are available in limited quantities and end once they run out.

Event Details

  • Name: SHISEIDO Limited-Time Experiential Event "Dig It?"

  • Address: 5-3-1 Ginza, Chuo-ku, Tokyo (Ginza Sony Park)

  • Period: Friday, September 11 - Sunday, September 20, 2026

  • Hours: 11:00-19:00 (last admission 18:30)

  • Admission: Free

  • Reservation: Not required

* At the event venue, only original goods are sold; no products are sold.

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