Shiseido reveals new make up collection launch date

Its latest selection of products will see the established name focus on skin care-light textures and bold colours.

Shiseido Company, which distributes its brand products in 88 countries and regions around the world, will introduce its latest collection to its international customers.

Cosmetics and skin care in one​

Housed under the Shiseido brand, the range will consist of a total of 21 products in a variety of 124 shades. To support and mirror industry trends and consumer preferences, the make up will provide a weightless and long-lasting finish, and will come in bold, impactful colours.

This latest release announcement comes less than a month after Shiseido revealed it had developed four textures​ — Gels, Dews, Inks, and Powders— in a bid to “reimagine”​ beauty and draw upon the benefits and popularity of skin care and cosmetics to create a hybrid of the two.

With the theme, ‘Visible feels Invisible’, the soon-to-be-released range provides “delicate lightweight textures achievable only with Japan quality feel”​ that create products with an almost skin care-like feel, Shiseido stated in a recent press release.  

From 1st September 2018, consumers will have access to its cosmetics-meets-skin care formulation through its selection of eyeshadows, eyeliners, eyebrow definers, mascara, blushes, lipsticks, lip glosses. It will also offer a variety of tools including brushes and an eyelash curler.

Packaging plan​

This collection will bypass the popular marketing technique, which tends to promote these items based on which part of the face the product is applied. Instead, it will fall under one its four reimagined textures —Gels, Dews, Inks, and Powders.

Shiseido’s product launches are often paired with a focus on packaging and in particular, a theme that reflects its cultural backstory to appeal to consumers around the world.

Its latest offering continues this marketing strategy, as the packaging will be themed on ‘modern Japanese’. This will consist of slim componentry and a lacquered red line to harness the contemporary interpretation of Japanese art and culture.

Centres of Excellence​

As part of the company’s mid-to-long-term strategy, Vision 2020, it has created a framework of Centers of Excellence (COEs). Each of Shiseido’s product categories is headed by a region that performs exceptionally well to drive strategic planning and product development, as well as offer insights and guidance.

The skin care COE is in Japan, the Make up and Digital COEs sits in the Americas, and the Fragrance COE is in EMEA.

For the first time in its history, the make up COE based in New York has developed Shiseido’s new make up collection.