#Japan #Shibuya #SHIBUYA BEAUTY JAM #Gen Z Beauty #SHIBUYA109 lab

SHIBUYA BEAUTY JAM Collaboration

In a vibrant effort to redefine beauty trends, SHIBUYA BEAUTY JAM has joined forces with the SHIBUYA109 lab, a marketing agency designed for Gen Z. This collaboration aims to bring forth authentic beauty narratives directly from the heart of Shibuya, targeting the artistic expression and influences of the younger generation.

Background and Objectives

With beauty trends constantly evolving in Shibuya, a center of urban youth culture, the impetus is on local brands to tap into the fresh perspectives brought by the Gen Z demographic. Recognizing the significant impact this group has on social media and trends, SHIBUYA BEAUTY JAM seeks to amplify real beauty in a way that resonates with today’s youth. This collaboration, aptly dubbed “The Real Shibuya Beauty,” will meld the creative visions of students with the insights of established beauty brands, resulting in a distinctive output that reflects the dynamic atmosphere of Shibuya.

Project Details

Running from September to December 2025, this collaboration unfolds through three primary initiatives:
1. Original Editorial Content: Development of unique editorial pieces for SHIBUYA BEAUTY JAM that highlight local beauty trends created in partnership with students from SHIBUYA109 lab.
2. Social Media Video Content: Production and editing of short-form video content specifically designed for social media platforms, aiming to engage and captivate younger audiences.
3. Real Event 'SHIBUYA BEAUTY JAM THE WEEKS': Crafting exclusive promotional items for a live event scheduled to take place in late November 2025, where attendees can experience the culmination of these efforts firsthand.

Kick-Off Meeting

During the initial kickoff meeting, enthusiastic participants, referred to as “SHIBUYA109 lab. MATE,” began brainstorming creative concepts to push the project into fruition. The intent is to capture the vibrant youth culture and beauty in Shibuya by combining student innovation with professional branding.

A Message from the Editor

The editor of SHIBUYA BEAUTY JAM shared, “Shibuya is a living canvas where fresh sensibilities come together. The voice of today’s youth is charged with energy and authenticity. I’m thrilled to collaborate with students to capture and mold these fleeting moments into something real and impactful. Our goal is to express the authentic beauty unique to Shibuya. We aim to create content that resonates, inspires, and opens up new avenues for individuals. Stay tuned for updates and results shared through our beauty media!”

Future Prospects

The initiatives under SHIBUYA BEAUTY JAM will endeavor to strengthen connections with various businesses and creators within Shibuya while building diverse partnerships, notably with SHIBUYA109 lab. The vision is to cultivate an environment that enhances the beauty landscape of Shibuya through collective creativity and engagement with the community.

Supporting Areas by Tokyu Department Store

The Tokyu Department Store manages multiple beauty platforms within Shibuya, including:

• - +Q (Plus Q) at Shibuya Scramble Square - features a sophisticated blend of beauty products across its dedicated cosmetic zone.
• - ShinQs at Shibuya Hikarie - its subterranean and ground floors cater to beauty enthusiasts with chic offerings.
• - Dress Table by ShinQs at SHIBUYA109 - a hub for beauty and cosmetics located on the first floor.

Through this exciting collaboration, SHIBUYA BEAUTY JAM paves the way for innovative beauty expressions that engage the soul of Shibuya’s youth.