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First “self-service” aesthetic salon expands footprint in Japan

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Developed by the Hiroshi Corporation, consumers can expect one new outlet in Tokyo, Nagoya and Osaka within the first three months of the year.

The first new outlet of the year was unveiled on January 11 at Shibuya MODI in Tokyo.

In its press statement, the company revealed plans to launch outlets in Saitama, Chiba and Kyushu as well as one more outlet in Tokyo at Ikebukuro PARCO.

Unlimited and affordable

The chain of women-only “beauty gyms” offer consumers use of professional high-performance machines for face and body for a monthly flat-rate fee.

Prices range from 5,980 yen ($54) to 10,800 yen ($99) a month, excluding tax. The monthly fee allows consumers unlimited use of the machines.

Jibun de Este does not require visitors to make reservations. Some of their outlets operate daily, even on public holidays.

The salon outlets are equipped with over 100 machines, which the company said it plans to consistently upgrade.

Visitors undergo treatment in private rooms outfitted with the machinery, as well as tablets loaded with instructional videos and the choice to call an attendant if problems arise.

Beauty “safe space”

Jibun de Este was conceptualised in 2017 with the aim of creating an affordable and safe space for time-poor women who wish to enjoy beauty treatments.

The company cited price, insecurity, pushy sales tactics, and limited reservation slots, as the reasons that prevent consumers from seeking such professional aesthetic treatment.

“Jibun de Este is a new and fun space that makes it easy to lower the threshold of the aesthetics, where all women feel free, but can pursue beauty with real seriousness,”​ said the company.

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