Street Beauty Trends
The Japanese personal care leader carried out its street beauty trends survey in three major cities: Tokyo, New York and Paris.
In April and May 2017, Shiseido’s street beauty trends survey research took place in the Japanese districts of Ginza, Harajuku, and Shibuya. Targeting 300 females in their 20s-30s, Shiseido sought to understand upcoming trends in the make up and hair make up sectors for the spring/summer 2017 season.
It’s all pink
Shiseido reported in its accompanying press release how Japanese consumers are known for their “sensitivity to the mood of the times”. Hair and make up artists within the company’s Beauty Trend project team reveal how light and understated pink shades are proving hot with Japanese and APAC consumers this season.
Shiseido Beauty Creation Centre is comprised of approximately 40 hair and make up artists that take part in photography sessions in Shiseido advertisements, colour creation for make up products and backstage support for global beauty collections.
Pink is tipped to be the colour of the season, with the pink boom a trend that revisits APAC beauty counters every few years. Pink eye shadow is hailed to be one of the favourite trends of the spring/summer 2017 season. This season, 44% of consumers wearing eye make up are opting for pink eye shadows, which is up from 4% from the previous autumn/winter 2016 season.
This subtle, calm shade continues into lip care too, which is in stark contrast to the bright lip shades that were featured in the autumn/winter 2016 ranges. Light and casual tones that demonstrate blue-red and pink colours complement natural complexions and make up shades that are dominating cosmetic trends.
Long-lasting lip tints applied thinly across the lip are replacing the preference for thick layers of lipstick and gloss to indicate a natural look and feel using soft and mild colours.
This season also sees natural cheeks dominating consumer make up choices. While pink is used on both the eyes and the lips, this summer, beauty lovers are using a small amount of blush to improve their complexions, while remaining understated to maximise balance.
Setsuko Suzuki, hair and make up artist and beauty trend project team leader at Shiseido, highlights that “trendy pink shadows"... in "greyish pink that matches almost any complexion” are hot this season.