Shiseido sets sights on Singapore for fifth centre to help tackle severe skin conditons
The firm already has such centres in Japan, China, Hong Kong and Taiwan, making Singapore its fifth location worldwide.
“Diversity in Beauty”
The Shiseido Life Quality Beauty Centre traces its root back to 1956, when the company developed a foundation designed to mask post-war scars.
Today the centres continue to uphold Shiseido’s mission, expressed Jiayun Fang, Shiseido Life Quality Beauty Center manager, Asia Pacific.
“The Shiseido Life Quality Beauty Centre was created to help people with a wide range of serious skin concerns achieve better life quality, by supporting them through the power of makeup.”
Additionally, Shiseido hopes to promote the importance of inclusivity and diversity through its work with the centre.
“Shiseido as a company believes in the importance of having ‘Diversity in Beauty’ from our cosmetics to the niche products created for the Centre,” said Fang. “The Centre is an extension of our main business where we continue to strive to innovate and formulate new products to achieve inclusivity and embrace diversity.”
The Center works closely with other divisions as a unified Shiseido Group, explained Fang.
“This being the first centre in Singapore and Southeast Asia, we will be working closely with our global headquarters for training and to ensure that our initiative rollout is aligned with theirs,” she said. “Other products at the centre will also be supported from within Shiseido, for example, the skincare and makeup tools.”
Additionally, said Fang, the beauty consultants at the centre will be volunteers from Shiseido’s existing talent pool of makeup trainers and artists.
Currently, the centre plans to focus its efforts on raising awareness of its offerings in order to target the relevant communities of people who can benefit from its products and services.
“To reach out to potential clients with skin issues, we would like to reach out to the medical community and social sector to increase awareness of the centrer and its initiatives,” said Fang.
Specialised beauty range
The Shiseido Life Quality Beauty Centre carries the company’s specialised Perfect Cover make up range.
As the products are developed with Shiseido’s proprietary light technology, which takes advantage of light properties to provide flawless coverage.
The Perfect Cover Foundation can even minimise the appearances of facial marks with bluish, reddish or brownish discolouration.
As the centre’s clientele include men, women and children, the water-resistant foundation coverage is natural-looking and provides buildable coverage so that each client is able to customise the amount of coverage they require.
Fang highlights that even though the centre still operates as a business, it will ensure its products are affordable.
“The centre is Shiseido’s way of giving back to the community and we would like to support people with skin issues. We have kept this goal close to our hearts and will be pricing the products reasonably to ensure accessibility to our customers.”
Due to the sensitive nature of the work done in the centre, Fang highlighted that a lot of thought went into the design of the space.
“The centre is a dedicated space that offers comfort, support and learning for our customers. It has been thoughtfully designed to provide a welcoming and safe environment for our customers, who may not be comfortable receiving a consultation in a crowded place like a shopping mall.”
The private consultations take place in spacious individual rooms fitted with adjustable lights to allow clients to see how the products look on their skin under different light intensities and natural daylight.
Fang added: “We also recognise that some customers may prefer to come with their family or friends for emotional support, so we have included sofas in the consultation rooms to accommodate for this. The centre aims to empower and enable people to lead their lives to the fullest, despite any skin concerns that may be affecting their confidence or quality of life.”