Brand Story: Updates from Etude, Estée Lauder, Shiseido and more top beauty brands

Etude capitalises on MBTI hype in Korea with new customisable eye shadow palette​

Etude has launched a new eye shadow product that allows consumers to customise their own palette, tapping into personal colour and personality test trends that have taken South Korea by storm in recent times.

On January 29, Etude announced the launch of a new eye shadow product called “MBTEye (My Best Tone Eye) Palette”.

The Amorepacific-owned brand said that the product concept encapsulates both the personal colour analysis and MBTI trends.  

Estée Lauder teases ‘extraordinary aggressive plans’ to capture luxury opportunity in China​

The Estée Lauder Companies is eyeing opportunities in China’s luxury beauty market to turn around its recent troubles in the country.

The American company’s chief executive Fabrizio Freda expressed his excitement over the opportunity in China’s luxury beauty market during the firm’s latest earnings conference.

“We also believe that there is a particularly strong opportunity in the luxury area, around our luxury brands, which as I said are doing very well.”​

Missha’s potential in Europe driven by youthful consumer interest​

Europe’s eager young consumer base and relatively low K-beauty penetration represents significant growth potential for Able C&C’s flagship beauty brand, Missha, says the firm.

The company announced that Missha’s sales in Europe during the third quarter of last year increased by 143% compared to the prior year.

It attributed its several factors to its success, including its strong distributor network as well as the rising interest from millennials and Generation Z, known as MZ generation.

Will Documents be the C-beauty brand that finally achieves global success?​​

Chinese luxury brand Documents has all the elements in place to stake its position on the international stage but needs a partner that can help them achieve this goal.

For years now, a number of C-beauty brands like Perfect Diary, Yue Sai, Florasis have tried but none have close to becoming a global powerhouse.

According to Clean Beauty Asia founder and China market guru Allie Rooke, Documents is “not like the others”​ and seems to have what it takes to become a global force.

Shiseido to debut Anessa sunscreens with new ‘self-repairing’ tech​

Japanese cosmetics major Shiseido is set to relaunch its popular Anessa sunscreens in February with new technology it claims can automatically repair gaps that weaken ultraviolet protection.

The new technology will be featured in two new products in the Anessa Gold series, the Anessa Perfect UV Skin Care Milk NA and Anessa Perfect UV Skin Care Gel NA.

These products are scheduled for release on February 21.