Summary
On October 23, the moment Yves Saint Laurent's Christmas coffret hit stores nationwide, the atmosphere on the beauty floors changed completely. For fans who look forward to this season every year, the coffret release is less a simple product launch and more of a “seasonal ritual.” With department stores and beauty media all covering it together, today may well be remembered as the day the winter cosmetics battle officially sounded its opening bell.
Details
Following that buzz, brands lined up to unveil their new products. John Masters Organics, starting October 22, released its first-ever fragranced hair and body line, proposing a new customer experience centered on scent. TOM FORD BEAUTY also launched its winter cosmetics lineup on October 23, drawing enough attention that beauty media rushed to run feature stories. Luxury players move in concentrated fashion at this time because they don't want to miss the biggest opportunity of all, Christmas demand, but it is also the moment when a brand's world can be expressed most intensely throughout the year. In haircare, MEDULLA announced it will open a pop-up at Shibuya Hikarie from October 29, pushing its limited-edition shampoo front and center to spread awareness. In the drugstore segment, CANMAKE launched its limited-design Abloom series in late October, and the move to create a sense of the season at accessible prices has spread. Hair Theory Lab positioned its new spray, released on October 22, as a hair-science haircare product, using its expertise as a weapon for differentiation. Notably, UNMIX, ahead of the October 24 release of its first skincare line, held a pre-launch experience event to build excitement right before debut. It's a telling example of an existing haircare brand expanding into skincare. LPLP is exhibiting at the limited-time shop “Ashita Mise” at Daimaru Tokyo from October 21, aiming to reconnect with customers in physical stores. HACCI has already brought 2026 Christmas coffret information into beauty calendars, suggesting the run-up to the year-end season has begun. Meanwhile, established brand Essential continues to air new commercials for its 50th anniversary campaign, emphasizing a sense of “reassuring constancy” even amid the flood of new releases.
- 1On October 23, the moment Yves Saint Laurent's Christmas coffret hit stores nationwide, the atmosphere on the beauty floors changed completely.
- 2John Masters Organics, starting October 22, released its first-ever fragranced hair and body line, proposing a new customer experience centered on scent.
- 3TOM FORD BEAUTY also launched its winter cosmetics lineup on October 23, drawing enough attention that beauty media rushed to run feature stories.
- 4In haircare, MEDULLA announced it will open a pop-up at Shibuya Hikarie from October 29, pushing its limited-edition shampoo front and center to spread awareness.
- 5Hair Theory Lab positioned its new spray, released on October 22, as a hair-science haircare product, using its expertise as a weapon for differentiation.
Conclusion
The luxury new-product rush, seasonal limited designs from accessible brands, haircare that champions expertise, and the anniversary campaigns of long-standing names: today, the cosmetics and health market saw movements of different price points and categories converge at once. Each brand is sharpening its own strengths toward the shared goal of the Christmas season. For consumers, it marks the start of a season with a sharp increase in choices, and it may well be remembered as the day that signaled the beginning of the months when the beauty industry is at its busiest.