# Shibrava? Exploring the charm of working, playing, and living in Shibuya

KEYPERSON

Shibuya "New York of Japan"
Hiso area also, also downtown places

A maize Beauty Representative Director, CEOIshihara HisaShinko's

profile

Ishihara HisaShinko (a maize Beauty Representative Director, CEO)

Asahikawa, Hokkaido born. Through the Kanebo cosmetics work, working as a freelance makeup artist. Shocked by the novelty of the cosmetics brand · NARS at the time of New York stay, after returning home, he joined the NARS JAPAN. 2005, founded the A maize beauty and left the company. The same year the winter, launched the original brand "heat Jewel lip gloss," which was developed in the consumer eyes a thorough, become a big topic around the 20 to 30-something woman. The needs of the "heat Jewel mascara" Some women have developed in the same concept captured accurately, to hit product. In addition to planning and sales of the original brand, for women product development consulting, it has also carried out, such as PR.

His own sensibility to the base, Ishihara HisaShinko's A Maze Beauty CEO, to feed the world one after another of the original brand of cosmetics that fits snugly to the needs of the age of the woman. Offices in Shibuya, by becoming sensitive to "Shibuya sensibility", Ishihara that captures the trend of the trend, charm and characteristics of this town, and talks about the events that led to the entrepreneurs.

In order to inject the Shibuya sensibility, has placed an office in this town

- First of all, please tell us about the encounter of Shibuya.

For the first time Shibuya was visited, about fifth grade elementary school. Although I was born and raised in Asahikawa, Hokkaido, in those days, such as Valentine's House of Tunnels, I have had popular really is talent shop in Harajuku. I wanted to really go, came to Tokyo alone, I took me to the relatives of the aunt. Again the cityscape Asahikawa was surprised because completely different. All that is left to particular impression on the child's mind is, that the high-rise apartment has stood here and there. I guess I'm sure was a real estate bubble at the time. I was a much high school student has read the gal magazine, speaking of Shibuya, was the image that there are charismatic high school girls and Chima in center city.

- Do you have to Shibuya of now, hugging what image.

I feel that, state-of-the-art sense are everywhere. I am doing a few times I love New York, but Shibuya is whether not say that New York of Japan. I New York, some Hiso area, gal-ish area also, even though there are places such as downtown and Harlem, totally fashionable. In the same way, but the difference is atmosphere by Shibuya also area, where the there is full of stimulation to walk, I think that it is very fashionable. However, compared to New York, is it is a pity that few opportunities for cross-cultural exchange. In New York, but there are a lot of clubs and bars to meet with people of various races and position, but it is not enough to New York in Shibuya.

- Please let reason are holding a company in Shibuya.

I, I believe that human beings their color is not so strong. There are various types of people, but I is injected various kind of sensibility, that it is the producer type that can be the first time create something. For example, a person with a strong color, such as the Shiina Ringo-san, I'm not be sure also to anyone else. In that sense, I think that I will get used to everyone. So, in order to inject the Shibuya sensibility, it is one of the reasons for that are putting yourself in this town. In addition, out of cosmetics, such as fashionable apparel in Shibuya, I want to be a realistic-close image of a Japanese girl. So as a company of the place, it's Shibuya is perfect. Atmosphere by area among Shibuya is different, but, out of cosmetics enough to image the schoolgirl of the city center, not the Shibuya of the middle. To say whether, Harajuku without personality is too strong as, not a Hiso feel like a Omotesando. When it comes to, I think that now the location where you want to position per middle (Jingumae, Shibuya-ku. Meiji street) has just I'm good. In the future, as well as the need to transfer the company has occurred, I'm sure, I think that choosing a per this.

Or that there is no trend such this is not a feature of current trends

- Will also on a daily basis do not miss trend of the check.

Profession, we will not go to the unconscious. Now, what is popular, confident that feels faster than anyone else there is. Even so, it is a fast transition of the trend recently. There is a need to look to the streets of the still prevalent source to quickly catch the change. In that respect, in the vicinity of today's office or have been hanging around the entertainer of incognito, also general of the people who walk the streets has a state-of-the-art looking, it will really become a study.

- Do you how to capture the current Shibuya trend.

Such as this have no (big) trend, I think not a feature of the current trend. Until a little before In its presence, such as icons and charisma, but flow in there was a trend, because the girls are now each and every cute entertainer class, I do not need to flow. This situation, it might the advent of Mr. Koda Kumi was one of opportunity. She, fashion also I think that those who have been polished by also effort dance. Such as a conventional idle, not a doll like a girl of the icon. "Girls, what to even get through the efforts" or would not be a woman who embodies that. In addition last year, in the background of popular movie "Sex and the City", drawback is facing before but some, we believe that it is large female figures that stand on their feet is supported. In this flow, close the distance between the more and more celebrities and the general public, by now, it has become a time when the hand reaches the longer anyone reader model. If the effort because accustomed to happy is, probably thinking that the most support in today's young women.

- If you would like to Hayara something now of Shibuya, do you think that we should hold the what point.

"Cute" is per "can relate to," "interesting", it is the keyword of Shibuya sensibility of now. However, Gal Toka sensibility, be difficult Once said that White explain in words the Shibuya sensibility. For example, currently, the term "Gorimatcho" flowing on television CM. I do this I have thought very interesting, it is still difficult (laughs) At the same together to explain why.

- Can you tell me your favorite places among the Shibuya.

Previously I lived in Shibuya. Introduction of Dogenzaka apartment, the next is to Omotesando in the vicinity of Seigaku. Now, and space to put the luggage of the company, so terribly high and borrow the size of the room is also necessary to work the room at home Shibuya in the vicinity of the company, it moved to Shimokitazawa. It is also interesting in the loose atmosphere Shimokitazawa. Free and unique people, with or drinking chillin sake Nde to so (laughs). Favorite among the Shibuya, first, dog OK shops. Since I have a dog, in the cafe of marble (Marble) and CANTIK in Sakuragaoka-cho, will go well with her dog. After, cocoti in Koenmae Miyashita, I go because it contains favorite brands such as Little New York and SLY. Also recommended the top floor of the bedrock bath. Overlooks a night view of Shibuya, wrapped in aroma, and has issued a full sweat, it can and very comfortably laid back. When the little you want to refresh, very nice place.

Recommended articles

latest article

Choose from categories