MARIE TERESIA × HISTORIC: Verification of a New Revenue Model via "Experiential Media Advertising" Utilizing Salon Space
Our company, which operates the eyelash salon 'MARIE TERESIA', is collaborating with HISTORIC Inc., a professional beauty products manufacturer, to launch a proof-of-concept event for a new revenue model termed 'experiential media advertising' utilizing salon spaces. Running from May 25 to August 25, 2026, the event will create product touchpoints at 6 retail spaces and offer '1-second eyelash extension' finishing experiences at 30 locations nationwide, providing a unique purchasing experience for Gen Z consumers.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 19:00
- 🔍 Collected: May 22, 2026 at 10:31
- 🤖 AI Analyzed: May 23, 2026 at 11:10 (24h 38m after Collected)
Our company operates 'MARIE TERESIA', an eyelash salon brand offering beauty services centered on eyelash treatments, with locations nationwide and serving approximately 30,000 customers monthly.
We are pleased to announce that 'MARIE TERESIA' is collaborating with HISTORIC Inc. (Headquarters: Nagoya City, Aichi Prefecture; CEO: Hitomi Ishihara), a manufacturer of professional beauty products, to host a collaboration event aimed at validating a new revenue model that utilizes salon spaces.
Event Period: Monday, May 25, 2026 – Tuesday, August 25, 2026
▼ Event Locations
- MARIE TERESIA Sapporo Station (Sapporo, Hokkaido)
- MARIE TERESIA Shibuya Hikarie Exit (Shibuya, Tokyo)
- via Nagoya Station (Nagoya, Aichi)
- MARIE TERESIA Meieki TSUBAKI (Nagoya, Aichi)
- MARIE TERESIA Umeda Chayamachi (Osaka, Osaka)
- MARIE TERESIA Hakata Station (Fukuoka, Fukuoka)
◆ Background
While the beauty market is expanding rapidly from 91.5 billion yen to 138.4 billion yen (based on Hot Pepper Beauty Academy estimates from 2023 to 2025), new salon openings have also surged, leading to intense competition.
Approximately 75% of our customer base consists of individuals in their teens and twenties. We differentiate ourselves from competitors by executing a unique positioning strategy as a salon tailored for Gen Z.
In response to Gen Z consumers—who dislike wasting time due to the prevalence of short-form video SNS and seek "fail-proof purchasing experiences" within their limited incomes amid an overflow of information—we have launched a new initiative.
We will offer an exclusive purchasing experience to all customers, particularly Gen Z, by transforming into an "experiential media salon" where they can "see, touch, and experience" the professional-quality, innovative beauty products provided by HISTORIC Inc.
◆ Implementation Details
Through this event, we will utilize the physical space of MARIE TERESIA salons to provide new experiential value through two main approaches:
1. Creating Touchpoints in Retail Spaces
At the retail spaces set up in MARIE TERESIA (6 event locations), we will promote HISTORIC brand products as an experiential medium. These include Miss eye d'or "1-Second Eyelash Extensions" (false eyelashes), oui nails "Peel-off Manicure" (nail polish), Miss eye d'or "Horus Eyelash Serum EX", and "Hapi Coating Series".
Anyone can stop by and try out the products without needing to undergo a salon treatment.
Customers can purchase their favorite items directly in-store, or for those who prefer taking their time, products will be available on the official MARIE TERESIA e-commerce website (online store).
2. "1-Second Eyelash Extension" Finishing Experience by Eyelash Stylists
The finishing experience will be held at 30 MARIE TERESIA locations nationwide.
For customers using eligible "Eyelash Perm Coupons", our professional eyelash stylists will apply "1-Second Eyelash Extensions" as the final touch to their treatment.
We aim to create a synergistic effect where customers can simultaneously experience a beautiful professional finish (a curl that cannot be achieved with makeup tools like eyelash curlers) and the appeal of 1-second eyelash extensions (adding length and volume to approach their ideal look).
Advanced booking is required for the treatment experience.
◆ Products Handled
Miss eye d'or "1-Second Eyelash Extension"
[Easily achieve "extension-level" eyes only when needed]
- No glue required, easy one-touch application
- Perfect for weekend use by those who normally cannot wear extensions
- Replicates the natural finish unique to professional quality
oui nails "Peel-off Manicure"
[A new sensation nail polish that dries quickly and peels off cleanly in one go]
- No nail polish remover required, easy peel-off like a sticker
- Enjoyable on weekends for those who cannot wear nail polish for work or school
- Formulated with human health in mind, making it easy to use with children
Miss eye d'or "Horus Eyelash Serum EX"
["Repair, Condition, Protect" eyelashes. Professional-quality damage care serum]
- Luxurious formula with over 98%* serum ingredients (*including water)
- Care not only for eyelashes but the entire eye zone, including eyelids and eyebrows
- Guides you to a healthy eyelash environment as home care after salon treatments
Miss eye d'or "Hapi Coating Series"
[After-treatment
We are pleased to announce that 'MARIE TERESIA' is collaborating with HISTORIC Inc. (Headquarters: Nagoya City, Aichi Prefecture; CEO: Hitomi Ishihara), a manufacturer of professional beauty products, to host a collaboration event aimed at validating a new revenue model that utilizes salon spaces.
Event Period: Monday, May 25, 2026 – Tuesday, August 25, 2026
▼ Event Locations
- MARIE TERESIA Sapporo Station (Sapporo, Hokkaido)
- MARIE TERESIA Shibuya Hikarie Exit (Shibuya, Tokyo)
- via Nagoya Station (Nagoya, Aichi)
- MARIE TERESIA Meieki TSUBAKI (Nagoya, Aichi)
- MARIE TERESIA Umeda Chayamachi (Osaka, Osaka)
- MARIE TERESIA Hakata Station (Fukuoka, Fukuoka)
◆ Background
While the beauty market is expanding rapidly from 91.5 billion yen to 138.4 billion yen (based on Hot Pepper Beauty Academy estimates from 2023 to 2025), new salon openings have also surged, leading to intense competition.
Approximately 75% of our customer base consists of individuals in their teens and twenties. We differentiate ourselves from competitors by executing a unique positioning strategy as a salon tailored for Gen Z.
In response to Gen Z consumers—who dislike wasting time due to the prevalence of short-form video SNS and seek "fail-proof purchasing experiences" within their limited incomes amid an overflow of information—we have launched a new initiative.
We will offer an exclusive purchasing experience to all customers, particularly Gen Z, by transforming into an "experiential media salon" where they can "see, touch, and experience" the professional-quality, innovative beauty products provided by HISTORIC Inc.
◆ Implementation Details
Through this event, we will utilize the physical space of MARIE TERESIA salons to provide new experiential value through two main approaches:
1. Creating Touchpoints in Retail Spaces
At the retail spaces set up in MARIE TERESIA (6 event locations), we will promote HISTORIC brand products as an experiential medium. These include Miss eye d'or "1-Second Eyelash Extensions" (false eyelashes), oui nails "Peel-off Manicure" (nail polish), Miss eye d'or "Horus Eyelash Serum EX", and "Hapi Coating Series".
Anyone can stop by and try out the products without needing to undergo a salon treatment.
Customers can purchase their favorite items directly in-store, or for those who prefer taking their time, products will be available on the official MARIE TERESIA e-commerce website (online store).
2. "1-Second Eyelash Extension" Finishing Experience by Eyelash Stylists
The finishing experience will be held at 30 MARIE TERESIA locations nationwide.
For customers using eligible "Eyelash Perm Coupons", our professional eyelash stylists will apply "1-Second Eyelash Extensions" as the final touch to their treatment.
We aim to create a synergistic effect where customers can simultaneously experience a beautiful professional finish (a curl that cannot be achieved with makeup tools like eyelash curlers) and the appeal of 1-second eyelash extensions (adding length and volume to approach their ideal look).
Advanced booking is required for the treatment experience.
◆ Products Handled
Miss eye d'or "1-Second Eyelash Extension"
[Easily achieve "extension-level" eyes only when needed]
- No glue required, easy one-touch application
- Perfect for weekend use by those who normally cannot wear extensions
- Replicates the natural finish unique to professional quality
oui nails "Peel-off Manicure"
[A new sensation nail polish that dries quickly and peels off cleanly in one go]
- No nail polish remover required, easy peel-off like a sticker
- Enjoyable on weekends for those who cannot wear nail polish for work or school
- Formulated with human health in mind, making it easy to use with children
Miss eye d'or "Horus Eyelash Serum EX"
["Repair, Condition, Protect" eyelashes. Professional-quality damage care serum]
- Luxurious formula with over 98%* serum ingredients (*including water)
- Care not only for eyelashes but the entire eye zone, including eyelids and eyebrows
- Guides you to a healthy eyelash environment as home care after salon treatments
Miss eye d'or "Hapi Coating Series"
[After-treatment
FAQ
MARIE TERESIAとHISTORIC株式会社のコラボイベントの目的は何ですか？
サロンの店舗空間を活かした「体験型メディア広告」による新たな収益モデルの実証と、Z世代に向けた特別な購買体験の提供です。
体験型メディアサロンのイベント期間はいつからいつまでですか？
2026年5月25日(月)から2026年8月25日(火)までの期間で開催されます。
リテールスペースでの商品体験はどの店舗で実施されますか？
MARIE TERESIAの札幌駅店、渋谷ヒカリエ口店、名古屋駅前の2店舗（via名古屋駅前店、名駅TSUBAKI店）、梅田茶屋町店、博多駅店の計6店舗です。
どのような商品が体験対象となっていますか？
HISTORIC社のMiss eye d'or「1秒まつエク」、oui nails「ピールオフマニキュア」、Miss eye d'or「ホルス アイラッシュセラム EX」などが対象です。
「1秒まつエク」のお仕上げ体験を受けるにはどうすればいいですか？
全国30店舗のMARIE TERESIAにて、対象の「まつげパーマクーポン」を利用するお客様が体験可能であり、事前予約が必要です。