Ordinary open skin care convenience store pops up

Canadian skincare brand average people decided to bring their simplicity and transparency to Tokyo in a surprising new format: a pop-up convenience store. The regular mini market opened on August 23 at the shopping and cultural complex in Reload in Shimokitazawa, turning the daily experience of shopping in convenience stores into a new way to buy skin care products.

You will find shelves with regular bestsellers, rather than the usual stylish beauty counters, just like everyday necessities. The lip balm is the shape of Japan’s beloved Onigiri, and the serum kit is designed like a bento box and even bottled water and rice can be purchased. Pick up a basket at the door and prepare to experience a brand new way Conbini running.

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What will you find

The purpose of this pop-up is to make it instantly familiar to anyone entering a Japanese convenience store. However, you will find a whole row of products with a regular iconic ingredient priority label, rather than fried chicken and canned coffee.

Highlights include the company’s signature scaly + amino acid lip balm, Onigiri-like wrapper repackaged into a triangle, and a replacement with themes such as “Brightening”, “Aging Care” and “Hydrating” as a Bento Boxes-style skincare suit. Customers can also buy bottled water and 2km of rice for 1,100 yen at a “normal price”.

This idea is not entirely new for brands. Nodding in time with rice Current shortage And follow the footsteps of the company’s New York pop-up window, ordinary Famous carton eggs At daily price.

Those who spend more than ¥3,300 can also take home a limited edition tote bag Ginza Magazine, plus three original needle badges, inspired by the average graphic artist CH. There are 10 designs to collect in total, and shoppers receive another 3 pins for every ¥3,300 spent, a collectable bonus that matches their skin care rates.

Image: PR time

A brand with common roots

The average person was founded in Canada in 2016 with the mission of giving “science-based skin care to everyone”. Its Japanese debut came in May 2024, and the brand has since steadily built its followers due to its effective, ingredient-driven formula and fair pricing.

“Japanese convenience stores have become cultural icons of their efficiency and practicality, and are in perfect harmony with our philosophy,” explains Amy Bi, General Global Vice President. By wrapping their products in a roaring disguise of convenience store merchandise, this pop-up reminds us of the science-supported skin care that doesn’t need to be daunting — it can be as familiar as picking up Onigiri on the way home.

The regular mini market runs from Saturday, August 23 to Sunday, August 31, and takes place every day from 11 a.m. to 7 p.m. on Shimokitazawa Reload.

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