April 13, 2010
by Mayo Yoshikawa; Yuka Minato
Have you ever seen this logo? Many people who have been to Kyoto know it.It shows a woman’s face reflected in a hand mirror. It’s unique, isn’t it? Yojiya, the cosmetic company whose logo this is, is famous for its facial oil blotting paper. This logo is printed on the cover of this paper.
Yojiya was founded in 1904 in Kyoto by a peddler who had been selling cosmetics from a pushcart in Kyoto. Yoji actually means toothbrush and ya means shop. Originally, Yojiya’s products included toothbrushes. Therefore, this business was named (and is still called) Yojiya.
This company’s products are based on three colors: vermillion, white and black. The main color is that beautiful special red, vermillion.
Nowadays, the main product is aburatorigami or facial oil blotting paper and it is the oldest cosmetic product. Originally, the size was actually four times bigger than now and could cover your whole face. However, the contemporary product is smaller so you can carry it with you easily; you can go anywhere with it in your bag. Facial oil blotting paper of Yojiya is very famous among women. In addition, Yojiya started to sell basic skin care items in 2000.
Japanese women often use facial oil blotting paper after they work, during their break time or anytime their faces are covered in perspiration; most Japanese women don’t easily tolerate that situation. Yojiya’s facial oil blotting paper is very famous in Japan because this type of paper is very special and it can absorb your oil or perspiration easily.
Almost all of Yojiya’s shops are located in Kyoto: the main store is just off the busy Shinkyogoku shopping arcade, on Kayukoji Lane: turn right at the first corner as you walk north along the mall from Shijo Street. Other shops are in Gion, Sanjo, Kyoto Hotel Okura, Sagano-Arashiyama, Kiyomizu-Sannenzaka, Ginkakuji, Kinkakuji, Daimaru Kyoto and Kyoto Station Corner. And shops in other areas of Japan include Hotel Okura Tokyo, Daimaru Fukuokatenjin in Fukuoka and in some airports: Haneda, Narita and Kansai. Kyoto Station Corner is a small shop, so they sell only facial oil blotting paper. If you only want to buy that, it is a very convenient shop. However, if you want to also buy other products, we recommend that you go to another store.
Some Yojiya stores even have an elegant café adjacent to the shop: in Sanjo, Ginkakuji and Haneda Airport. Therefore, not only women also men can enjoy a relaxed visit.
*Main Store: *Sagano- Arashiyama: 11:00 am~7:00 pm 10:00 am~6:00 pm *Gion: *Kiyomizu-Sannenzaka: 10:00 am~8:00 pm 10:00 am~6:00 pm *Sanjo: *Ginkakuji: 11:00 am~7:00 pm 9:45 am~6:00 pm *Kyoto Hotel Okura: *Kinkakuji: 10:00 am~8:00 pm 9:30 am~5:30 pm
We went to the Gion store because it has the best range of goods. On the second floor, there are many cosmetics, and a big mirror, table and chair. Staff will helpfully apply your makeup products and tell you how to use them. The most popular item, of course, is aburatorigami or facial oil blotting paper, not only for almost of all Japanese women, but also for foreigners. And other popular products for people from all countries are lip treatment, sunscreen, foundation and cheek blush. The last two are especially popular among Asian women; Yojiya has many very beautiful colors of cheek blush.
Basic skin care is considered important for Japanese women and also other Asian countries. How about in your country and culture?
Yojiya’s company literature says, “We offer a variety of facial products which were developed specially in answer to women’s inner desire to feel beauty. The natural beauty so characteristic to the women of Kyoto is inherent in our facial products.”
We felt that the service was very good because the staff are kind and polite to customers. If you have some questions, you can easily ask them, because there are some sales clerks anywhere in the shops. Of course, you can use English, and they will listen to you carefully and answer kindly. Then we think that you will be deeply satisfied. If you have a chance to come Japan, please come toKyoto and drop into Yojiya!For more information, http://www.yojiya.co.jp/english/index.html