Growing Your Lifestyle Brand: Designing for Authenticity, Not Consumers

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Shiseido Parlour: The Ultimate Lifestyle Brand Experience

In the heart of Tokyo, nestled in the bustling streets of Ginza, lies a unique destination that offers a full day of hospitality and cultural immersion – Shiseido Parlour. This twin building houses eleven floors of cultural spaces, restaurants, bars, cafés, and dessert counters, all under the umbrella of the renowned cosmetic giant, Shiseido.

Upon entering Shiseido Parlour, visitors are greeted with an array of experiences that blend Japanese tradition with modern luxury. From exhibitions on Geisha culture to Japanese high tea served on Shiseido patterned tableware, every detail is meticulously curated to reflect the brand’s heritage and values. Guests can sip on Shiseido cocktails in strawberry pink hues, indulge in colorful branded pastries, and even take home branded gifts for their loved ones.

What sets Shiseido apart as a lifestyle brand is its ability to seamlessly integrate its core values into every aspect of the customer experience. By staying true to its traditional Kabuki origins and drawing inspiration from its original Geisha clientele, Shiseido tells a compelling story of Japanese beauty that resonates with consumers on a deeper level.

But Shiseido is not the only brand that has successfully transitioned into a lifestyle brand. Take Monocle, for example. What started as a magazine has evolved into a multifaceted brand offering shops, live events, perfume, clothes, and merchandise. Rooted in its founder Tyler Brûlé’s distinctive creative vision, Monocle presents a world influenced by mid-century Swiss-Japanese style, reflected in every aspect of its brand identity.

When expanding into new territories, it’s crucial for lifestyle brands to play to their strengths and stay true to their core values. Household retailer Muji, known for its minimalist aesthetic and focus on organization, seamlessly transitioned into the hospitality industry with its branded hotel, offering guests a taste of the Marie Kondo-ed lifestyle. Similarly, luxury gym brand Third Space successfully launched its own food offer, Natural Fitness Food, by leveraging its focus on healthy living and bespoke ingredients.

While staying true to core values is essential for building a successful lifestyle brand, sometimes surprising the audience can lead to even greater success. Wahaca, a popular restaurant brand, challenged perceptions of Mexican cuisine by offering a fresh and vibrant take on traditional dishes, introducing customers to a whole new world of flavors and experiences.

Ultimately, the key to a thriving lifestyle brand lies in offering consumers something to believe in. Brands like Rapha, a road cycling brand, have built loyal communities around shared values and aspirations, creating a sense of belonging and identity among their followers.

In a world where consumers seek authenticity and connection, lifestyle brands have the opportunity to not only capture the hearts and minds of their customers but also to drive commercial success through loyalty, premium pricing, and diversification. By staying true to their values, surprising their audience, and offering a compelling philosophy, lifestyle brands can truly become an integral part of their customers’ lives.

As Philip Koh, Co-Founder and Director of Strategy at Without, aptly puts it, “in a world where consumers know that their choices reflect their values, they want these choices to be rooted in authenticity, not what you think they want to hear.” Shiseido Parlour exemplifies this ethos, offering a genuine and immersive lifestyle brand experience that resonates with visitors on a profound level.