Kaiten Cosmetics

Kaiten Cosmetics

You know how one of the best marketing tricks is to present you with the temptation of desirable merchandise when you are unable to get away. Think of the sweet racks beside the supermarket tills, as you queue to pay for your shopping, and the expensive treatment ampoules lined up by the mirrors at the hair salon.

Cosmetics store Sephora has taken this one fascinating step further – as you sit at the Make Up For Ever counter for a free mini makeover, presentation boxes of their new lines and best sellers glide slowly past you on a smaller version of those conveyor belts you usually see at sushi bars. (Kaitenzushi means ‘rotation’ sushi)

It’s a splendid way of introducing you to an even greater variety of possible purchases, whilst making you want to pluck them quickly from the belt before they go past and the next person gets them. I managed to resist the temptation, but I’ll bet a great many customers don’t!


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