Tokyo’s Interactive Makeup Wall Breaks Down Language Barrier

More than 10 million tourists from all over the world flock to Tokyo annually. One of the top three items bought and taken home by these tourist is cosmetics.

Ainz & Tulpe, Japan’s largest cosmetics shop, is visited by thousands of foreign tourists. Yet, one of the challenges for the company is the fact that only 3% of the Japanese are able to speak a language other than their own –making sales a difficult task for their sales staff.

Dentsu Tokyo, via Puzzle and Birdman, was able to create an interactive shop window to address problems stemming from the language barrier.


The clever concept allows people, regardless of where they’re from or what language they speak, to have a makeup experience without the hassle of traditional forms of communications.

The interactive shop window works by detecting reaction from the shopper’s movement and facial expressions.

The interactive display has 10 types of fashionable Japanese faces for customers to choose from. The faces were done up with products used by Japan’s top makeup artists –all of which are sold at Ainz & Tulpe

The interactive shop window works by detecting reaction from the shopper’s movement and facial expressions. The shopper selects the face which they like. Once the shop window detects that they like it, they are offered coupons, makeup methods, and more in their native language.


When the shopper enters the shop with the coupons, they not only receive a discount but they also get a makeup experience. In less than three minutes, the products from their chosen Japanese face from the interactive window is applied to their own face.

Sounds like fun!

Project Credits

Creative Director/Planner: Reietsu Hashimoto
Copywriter/Planner: Subaru Matsukura
General Producer: Daima Kawamura
Producers: Nozomu Naito, Mitsuaki Hongyo
Production Manager: Ayumi Matsumoto
Interactive Director: Roy Ryo Tsukiji
Technical Director: Takeru Kobayashi
Director: Yoichi Kanazawa
Art Director: Junya Hoshikawa
Designer: Ryota Mishima
Device Engineer/Programmer: Yohei Kajihara
Programmer: Shudai Matsumoto
Web Developer: Koumei Sato
Web Developer: Takashi Tsushima
Set: Kiyoharu Mitsui
Beauty Director/Makeup Artist: Kazuko Hayasaka
Writer: Yuka Hashimoto
Director of Photography: Yosuke Nakajima
Stylist: Maki Takeda
PR: Shingo Hiraoka, Ryo Nakagawa
Account Executives: Koji Makino, Nanae Suzuki
Client Supervisor: Kaori Ishikawa
Production: puzzle inc./BIRDMAN inc.



Geninna Ariton

Geninna Ariton

Gennina is a contributor to Branding in Asia.

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