"PAUL & JOE BEAUTE," operated by ALBION Co., Ltd., will renew "Latour Eclat Primer," one of the brand's signature primers, for the first time in eight years. Ahead of the nationwide launch, it will go on advance sale from Wednesday, October 21 to Tuesday, October 27, 2026, at the "Kirei Kirei Studio" on the 2nd floor of Hankyu Umeda Main Store.
The company calls the new "Latour Eclat Primer" "New Latour," and says visitors can try it through touch-ups at the venue.
"Latour Eclat Primer" becomes a serum primer for mature skin
According to the company, the renewed "Latour Eclat Primer" has a different appeal from the Protecting Primer and the Moisturizing Primer. It says the product has been reborn as a serum primer that smooths mature skin and gives it a glowing look.
The new "Latour Eclat Primer," which is not yet available nationwide, can be picked up and tried at the advance sale venue.
Touch-ups and consultations, plus a base makeup, cheek and lip experience
The venue will offer a touch-up dresser where you can sit down and try products at your own pace, and a quick touch-up for an easy try. There will also be consultations to help you choose a primer based on your skin concerns, the finish you want and your preferences.
After base makeup, the "uniquely PAUL & JOE beauty experience" will be offered, covering cheeks and lips as well.
"Lumiere Powder Selection" exclusive to Hankyu Umeda Main Store, and purchase gifts
During the period, the "Lumiere Powder Selection," exclusive to Hankyu Umeda Main Store, will also be sold. It is a set that pairs the Lumiere Powder in the color of your choice with an original pouch, priced at ¥7,480 (tax included).
As a purchase gift, an original tote bag will be given with purchases of ¥9,900 or more (tax included). Both are in limited quantities and available while supplies last. The event details and gifts are subject to change.
Event information for the PAUL & JOE BEAUTE New Latour advance sale
- Name: "Latour Eclat Primer" advance sale
- Period: Wednesday, October 21 to Tuesday, October 27, 2026
- Hours: 10:00-20:00
- Venue: Hankyu Umeda Main Store, 2nd floor, Kirei Kirei Studio
- Address: 8-7 Kakuda-cho, Kita-ku, Osaka City, Osaka 530-8350
- Details: "Latour Eclat Primer" advance sale, New Latour touch-ups, primer consultations, base makeup plus cheek and lip beauty experience, and the "Lumiere Powder Selection" exclusive to Hankyu Umeda Main Store
- Inquiries: Hankyu Umeda Main Store 06-6313-7489 (contact the store for details)
"PAUL & JOE BEAUTE" is a cosmetics brand that proposes the lifestyle of Parisian women who enjoy life to the fullest.
Image: courtesy of ALBION Co., Ltd.
