'Choose by Sense, Not by Brand' AI x Fragrance Experience Event to be Held for 14 Days from June 4th at Three Shibuya Beauty Area Locations Operated by Tokyu Department Store

Special LP: https://www.tokyu-dept.co.jp/shibuyabeautyjam/specialcontents/2026summer/index.html Tokyu Department Store Co., Ltd. (hereinafter, the Company) will hold the beauty event 'SHIBUYA BEAUTY JAM THE WEEKS - Two Weeks of Fragrance' for 14 days from Thursday, June 4 to Wednesday, June 17, 2026. The event will take place at three beauty area locations in Shibuya: +Q (Plus Ku) Beauty in Shibuya Scramble Square, Shibuya Hikarie ShinQs, and Dress Table by ShinQs Beauty Palette (SHIBUYA109 Shibuya Store 1F), which together comprise approximately 3,690 square meters and about 100 cosmetics and beauty shops. This sixth iteration of the event will focus on the rapidly growing fragrance category. 'KAORIUM,' an AI that verbalizes scents, will be simultaneously introduced at all three locations, proposing a new way to choose fragrances by experiencing a total of 16 brands specially selected for Shibuya. Additionally, a variety of cross-category experiences blending fragrance and makeup will be offered, including an advice session by a SHISEIDO top makeup creator, a 'MAKE-UP STATION' featuring popular makeup brands (with a Face Type Diagnosis®), and a pop-up for the Korean fragrance brand 'POSTES'. Planning Background According to the Ministry of Economy, Trade and Industry's 'Current Survey of Production,' domestic sales of perfumes and colognes in 2024 increased by approximately 105% year-on-year, setting a record high for the third consecutive year. Interest in 'fragrance as self-expression' is growing, especially among the younger generation. At our three Shibuya locations, fragrance sales in fiscal 2025 grew by 107% year-on-year. In particular, at Shibuya Hikarie ShinQs, where the fragrance zone has been expanded and remodeled since spring 2026, sales in April immediately after the remodel were strong at 118% year-on-year, demonstrating the rising demand for scents. However, for the segment of potential customers who are 'interested in fragrances but don't know how to choose,' we have planned an experiential event based on the concept of 'choosing by your own sense, not by brand.' This event will be an opportunity to fully enjoy the new floor with its expanded lineup of fragrances. Simultaneous Introduction of 'KAORIUM,' an AI that Verbalizes Scents, at Three Shibuya Station Locations 'KAORIUM,' an AI system developed by SCENTMATIC that verbalizes scents, will be the main shared content for this event across the three stores. 'KAORIUM' is a system where the AI deduces the user's preferred scent simply by following a tutorial on a dedicated device with up to 16 fragrance bottles and selecting scents and words. Using emotional words like 'refreshing,' 'transparent,' and 'urban' as clues, users can discover their 'one-of-a-kind scent' in an immersive 4-minute experience, without being influenced by brand names or prices. After the experience, users can take home a 'KAORIUM Card' listing the recommended fragrances. By bringing this card to a shop that carries the fragrance, a beauty advisor can provide more detailed suggestions. Customers can also enjoy shopping right away. ◆ A Special Selection of 16 Brands Exclusive to Shibuya For this 'KAORIUM' experience, a total of 16 fragrance brands have been specially selected for Shibuya from the brands available at +Q (Plus Ku) Beauty, Shibuya Hikarie ShinQs, and Dress Table by ShinQs Beauty Palette. The lineup is extensive, ranging from the latest fragrances from high-end brands to fragrances from cosmetic brands and popular Korean fragrances. Any fragrance you like can be purchased at its respective store. ◆ 'KAORIUM' Experience Spot Information ・+Q (Plus Ku) Beauty (Shibuya Scramble Square) Location: 6F Event Stage6A ・Shibuya Hikarie ShinQs Location: 2F Special Space in front of the up escalator ・Dress Table by ShinQs Beauty Palette (SHIBUYA109 Shibuya Store 1F) Location: 1F POPUP Table Experience Fee: Free Duration: Approx. 5-10 minutes ◆ 'KAORIUM' Lineup (Total 16 Brands) The lineup includes fragrances from all 16 brands available at the three locations. Chapter 65 Eau de Toilette beside Eau Dynamisante Treatment Fragrance Chloé Atelier des Fleurs Tuberosa 1974 Eau de Parfum Aqua Allegoria Pera Granita Eau de Toilette Lime Basil & Mandarin Cologne 1945 Eau de Toilette White Essential Scents R 04 SPIRIT OF EDEN Eau de Parfum Orphéon Costa Azzurra Parfum Nishane Wūlóng Chá Pour Homme Eau de Toilette Burberry Goddess Eau de Parfum Mind Sense Milk Fudge Otal (Available at +Q Plus Ku POPUP, in-store from June 11 (Thu) to 17 (Wed)) For Her Pure Musc Eau de Parfum (Available at 109 Dress Table POPUP) Influencer Noa Sato Appointed as Ambassador for the 'KAORIUM' Experience ◆ Profile Noa Sato Born July 9, 1997, in Hokkaido. After moving to Tokyo in 2016, she worked as a reader model and vocalist for the girl band 'suga/es.' She has gained overwhelming support from Gen Z, primarily through social media, with over 1.6 million total followers. Currently, in addition to her modeling and music career, she also hosts TV shows and produces her own brands 'Mel cinna,' 'Shefar,' and 'ramurie.' She is gaining attention for her multifaceted creative activities across various genres. ◆ Experience Report Noa Sato had a preview of 'KAORIUM,' a new experience that visualizes the impression of scents into 'words' and allows one to trace back from words to scents. An article will be published allowing readers to re-experience, through Noa Sato's unique sensibility and words, the process of discovering what 'sensibility words' emerge from a scent chosen by intuition, and how those words change the subsequent fragrance selection process, saving those lost in the world of fragrance choice. ◆ Experience Video Release A Reels video will be released showing the process of Noa Sato experiencing 'KAORIUM,' visualizing the impression of scents into words and getting closer to a 'scent that is close to herself.' It is available on the Instagram account below: https://www.instagram.com/shibuya_beauty_jam/?hl=ja ◆ Instagram Campaign Overview During the period, follow the official SHIBUYA BEAUTY JAM Instagram, and after your 'KAORIUM' experience, take a photo of your 'KAORIUM Card' or the caption of your results. Post it from your account with the mention (@shibuya_beauty_jam) and all hashtags (#渋谷ビューティージャム／#佐藤ノア). 10 winners will be selected by lottery to receive an original autographed cheki (instant photo) of Noa Sato. * Stories posts are not eligible. * Cheki will be given out randomly. * Prizes are subject to change without notice due to unavoidable circumstances. Exclusive Content Only Available in the Three Shibuya Areas, Including Limited Events, Pop-ups, and SBJ Original Ribbon-Adorned Shoppers Leveraging the unique character of each of the three locations, we will offer content that can only be found at that store, including limited-time events, pop-ups, and SBJ original ribbon-adorned shoppers. Here are the highlights from each store. ◆ +Q (Plus Ku) Beauty Korean Fragrance POPUP & MAKE-UP STATION ・Korean Fragrance POPUP June 11 (Thu) - 17 (Wed) The notable Korean fragrance brand will make a limited-time appearance at +Q (Plus Ku) Beauty. With a lineup centered on 'Otal,' it will introduce new fragrance options from Shibuya. Befitting the 'Two Weeks of Fragrance' theme, 'Otal' can also be experienced as a selected item in 'KAORIUM.' ・MAKE-UP STATION June 4 (Thu) - 10 (Wed) Popular makeup brands will gather at a special venue designed with a 'station' motif, where visitors can tour each brand's 'home.' Free makeup lessons and the popular Face Type Diagnosis® will be offered, proposing 'flattering' makeup styles that are easy to incorporate into daily life. Participating Brands: RMK, SNIDEL BEAUTY, BOBBI BROWN, SUQQU, MAC, MAKE UP FOR EVER, Japan Face Type Diagnosis Association Reservation Form: https://airrsv.net/scsq-plusq-beauty/calendar ・THE BEAUTY TERMINAL CAFÉ 'ANNA'S by Landtmann' × 'Lypo-C' June 4 (Thu) - 17 (Wed) A limited-time collaboration cafe will open between 'ANNA'S by Landtmann,' a cafe favored by the Viennese imperial court, and 'Lypo-C Vitamin C,' a supplement focused on 'delivering' nutrients deep inside. It will provide a space to 'buy,' 'experience,' 'learn,' and 'taste' all in one day. ◆ Shibuya Hikarie ShinQs Fragrance Exhibition & Quiz, Pop-ups, Artist Visits, Consultations, and Engraving Services ・Fragrance Exhibition & Quiz An interactive content where participants who correctly answer a quiz about fragrances can win actual cosmetic products. It provides an opportunity to 'enjoy' fragrances. ・ 1F , a Japanese fragrance brand that expresses moments of daily life through scent, will offer items such as eau de toilette, diffusers, and candles. [Shibuya Hikarie ShinQs Pre-release] Original Fragrance Experience (30ml) from ¥9,680 ・Aroma Blend Bar POPUP 1F Special Space Featuring fragrances that embody the quiet and beautiful scents of tea, sweets, flowers, and natural landscapes. Experience scents with a delicacy that makes you want to close your eyes, and a hint of 'deliciousness.' At the venue, a SCENT CREATION experience will be available where you can create your own original scent using summer-limited accords. Enjoy the experience of choosing scents by intuition and blending them. ・Artist Visits June 12 (Fri) Makeup Event A SHISEIDO top makeup creator will hold a makeup advice session for the summer. June 4 (Thu) Trend Makeup Lesson June 13 (Sat), 14 (Sun) Official Makeup Artist Makeup Lesson ・Consultation & Engraving Services ShinQs will offer its unique skin diagnosis and a brush engraving service. 1F For scalp and hair concerns associated with seasonal changes like the rainy season and early summer, dedicated staff will provide counseling and a hands-on experience using a scalp scope. ◆ Dress Table by ShinQs Beauty Palette SBJ Original Ribbon-Adorned Shopper Gift & POPUP ・SBJ Original Ribbon-Adorned Shopper Gift During the fair, customers who purchase fragrances totaling ¥6,000 (tax included) or more will receive an SBJ (SHIBUYA BEAUTY JAM) original ribbon-adorned shopper. This offers a special take-home experience in line with the 'Two Weeks of Fragrance' theme. ・ POPUP A limited-time pop-up will be held, featuring 's 'For Her Pure Musc Eau de Parfum' and products from . [All Stores Common Novelty] SHIBUYA BEAUTY JAM Original Logo Clear Acrylic Pouch An original logo clear acrylic pouch made of a clear material perfect for summer will be available in exclusive colors at each store. It's the perfect size for lipstick or an atomizer, and customers can attach it to their bags to enjoy SHIBUYA BEAUTY JAM. ◆ Exclusive Colors for Each Store ・+Q (Plus Ku) Beauty: Light Blue ・Shibuya Hikarie ShinQs: Orange ・Dress Table by ShinQs Beauty Palette: Pink Distribution Period: From Thursday, June 4, 2026, until supplies last Distribution Condition: One pouch will be given to the first 6,000 customers (total across all stores) who make a purchase of ¥5,000 (tax included) or more on a single receipt during the period. Comment from the 'SHIBUYA BEAUTY JAM THE WEEKS' Planner Chikuhiji, +Q (Plus Ku) Beauty Representative At +Q (Plus Ku) Beauty, where beauty intersects. This time, we will have a makeup experience at a special venue with a 'station' motif, and a pop-up for the popular Korean fragrance 'POSTES.' It's full of experiences you can only have here, such as a Face Type Diagnosis to discover yourself and a collaboration cafe with the supplement 'Lypo-C Vitamin C,' which focuses on 'delivering' nutrients deep inside. Please enjoy this space that feels like a 'journey' to update your beauty. Ms. Takahashi, Shibuya Hikarie ShinQs Representative Starting this spring, we have been remodeling our beauty floor and have significantly enhanced our fragrance selection. This JAM THE WEEKS, held right after, is an opportunity to experience the new floor.