On 30th July 2018, Shiseido announced how it strives to disrupt the beauty industry “yet again” to reimagine what beauty solutions offer cosmetics buyers.
Through 'Gifting Japan to the World', Shiseido has developed a product range that is “modern, minimalistic, visionary, expressive and creative”.
"The focal point of the range isn't simply the extraordinary colours or its incredible performance, but the unique, sensorial textures," explained Jill Scalamandre, President, bareMinerals, Buxom and Global Development Shiseido Makeup.
Adopting its new mantra, ‘Beauty Reimagined. Beauty Made With Soul’, Shiseido’s new range, which focuses on the senses by providing innovative textures, contains a total of 21 products and 125 shades. This extensive selection is then categorised into four different textures: Powders, gels, inks and dews.
Four innovative textures
Each of these sensorial textures has its own individual properties that have been formulated to create various looks and feels on the user’s skin.
Powders, for example, have been conceptualised to move beyond traditional pigments and transformed into “breathable, buildable, and bendable formulas”.
Formulated to provide a “featherweight feel”, gels offer a "durable and high impact" finish for consumers looking for that long-lasting look.
Redefining the product collection, the Inks have been developed to deliver a “graphic precision and extreme intensity”.
During this ambitious launch phase, Shiseido has also formed a brand new category, Dews, which aim to recreate "light to transform the surface of the skin”.
Building upon its culture and history, Shiseido's newest range consists of five handcrafted brushes that reflect those used in ancient Japanese calligraphy.
Mao Komai, Shiseido’s premiere design architect worked extensively with an engineering team to bring together contemporary creations with visuals that meet its “timeless” visuals that form part of its brand persona.
Leveraging the power of expert influencer marketing through inspirational artists, Shiseido has connected with four artists to represent each texture category.
Ballet dancer Sonoya Mizuno is the face of Powders, global multimedia artist YiZhou signifies Gels, while singer/songwriter Banks symbolises Inks and make up artist Kara Yoshimoto-Bua expresses the meaning and effect of Dews.
"This collection changes how we experience beauty, so we sought out artists whose work has reshaped the creative boundaries of their industry," added Scalamandre.
"A key priority from the start was to work with artists who have a genuine connection to the Shiseido brand, as well as the company's Japanese heritage, either through their origin or their art."
A unification of beauty authorities, the Global Artist Collective includes a collection of representatives. Shiseido Makeup put together this selection of beauty advocates, which include Patrick Ta, Global Colour Artist; Pony, APAC Ambassador; Hiro Odagiri, Japan Colour Artist; Vincent Oquendo and Lottie, North America Colour Artists; and Gregoris Pyrpylis, EMEA Colour Artist.
"We chose this diverse group of artists not only because they are masters of their craft, but also because they are representative of what Shiseido has always stood for: artistic expression, creativity and innovation," emphasised Scalamandre.
Taking the launch outside of its domestic base, the global personal care leader has decided to launch its range in New York City.