On December 21, istyle Inc. (securities code: 3660), based in Tokyo, will open its fourth @cosme store in Hong Kong, @cosme store East Point City, a specialty cosmetics retail store based on the concept of "Experience, Discover, Your @cosme" through its consolidated subsidiary istyle Retail (Hong Kong) Co., Limited.

Store image of "@cosme store East Point City

Photo1: https://kyodonewsprwire.jp/img/201812111303-O1-2Yk9FXQ8

Photo2: https://kyodonewsprwire.jp/img/201812111303-O2-9ins47ET

1. @ cosme store East Point City

1) Opening in East Point City, a large shopping mall in the emerging residential area of Tseung Kwan O.

The new @cosme store will open in East Point City, a shopping mall in Tseung Kwan O, an upcoming residential area located in the eastern New Territories that has seen rapid development as a commuter town in recent years. As a large shopping mall, visitors can enjoy not only shopping but also experience a variety of entertainment. With Hong Kong University of Science and Technology nearby, it has become a popular shopping spot

for a variety of age groups, from trend-conscious consumers to young students.

2) Offering new brands while retaining the characteristics of existing stores

As with its existing stores, istyle will offer a fun shopping experience where every customer can discover his/her dream cosmetics, offering free testing of almost all products in store and counseling services for skin and makeup concerns. The products are all Japanese brands, and in addition to the popular brands from istyle’s other Hong Kong stores, HOMEI, COVERMARK, and bare minerals are also scheduled to join the lineup.

2. istyle’s first community-based store rooted in the local trade area

Since its initial foray into Hong Kong in June this year, istyle has opened four @cosme stores in succession, the latest being this East Point City branch. The three previous stores were opened in areas frequented by both Hong Kong residents and tourists from mainland China. However a majority of shoppers at Tseung Kwan O, the location of the fourth store, are local shoppers and the new store is istyle’s first “community-based store” in Hong Kong. By increasing customer engagement through closer communication with local shoppers, the company is taking on new challenges in Hong Kong.

Overview of "@cosme store East Point City”

Opening date: December 21, 2018

Address: Shop 111, 1F East Point City, 8 Chung Wa Rd, Tseung Kwan O, New Territories

Store name: @cosme store East Point City

Business hours: 10:00 - 22:00, open all year round

Floor area: 190 square meters

Carried brands: ALBION, COVERMARK, SHISEIDO, WASO, SOFINA, CHACOTT, Cher-couleur, FLOWFUSHI, bare minerals, HOMEI, other popular Japanese brands at @cosme