Skincare brand Shiseido Company of Japan officially opened its first flagship store in the Middle East and Europe in Dubai on Friday. For the latest updates, follow us on Instagram @arabnews.lifestyle Shiseido Ginza Tokyo opened its doors in Mall of the Emirates, in partnership with the UAE’s retail company Majid Al Futtaim. The 150-year-old brand blends cutting-edge technology with breakthrough science from Japan to create skincare catered to all skin types. The store features personalized skincare consultations, and facial treatments. It also includes a treatment room with state-of-the-art technology and equipment, including custom skin analysis tools and facial massage techniques. Shiseido EMEA President and CEO Franck Marilly said the store’s opening in Dubai “marks an important step in the expansion of our company in the Middle East.” He added: “We are delighted to bring our namesake brand’s state-of-the-art skincare innovation to the region’s very dynamic and demanding consumers.” According to Marilly, the store brings together elements to create a brand that “pays homage to Japanese heritage.” Marilly said that the brand plans to expand into other parts of the region, but first the company wants to understand the Middle Eastern consumer, in order to cater to their specific skincare needs. He added: “This boutique is the perfect tool to understand the awareness of our brand. Shiseido’s objective is to be the number one skincare brand by 2030.” Marilly said the boutique, like all others in the Asia region, will follow the Japanese tradition of “omotenashi,” which is the act of “wholeheartedly looking after guests.” In terms of sustainability, Marilly said the brand based its guidelines on Japanese people’s “deep respect for nature.” Shiseido initiated its Middle East project six months ago, with an e-commerce partnership with Majid Al Futtaim, which saw a 38 percent monthly average growth, according to the retailer. Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, said the opening of Shiseido in the Middle East marked a historic day. He said: “Shiseido’s 150-year reputation aligns perfectly with our company’s vision and commitment to delivering unique and exceptional experiences for our customers. “The brand’s decision to open a flagship store in Dubai, in partnership with Majid Al Futtaim Lifestyle, is a testament to the potential of this market and the strength of our ecosystem to support the growth of leading international brands.” A ribbon-cutting ceremony took place on Friday to mark the official launch of the Shiseido brand in the Middle East.