Brand story: The recent APAC developments from the biggest names in beauty

1 – The eyes have it: Shiseido promises to offer ‘new experiences’ with Second Skin tech launch in October​

Shiseido has confirmed plans to launch Second Skin on October 1​ – a technology that can diminish undereye ageing signs without make-up, in a move the firm says will offer “new experiences” to consumers.

The SHISEIDO Bio Performance series will consist of the Second Skin and a trial kit will be launched in Japan on October 1 and will retail from JPY3,850 (U$34.87) to JPY35,200 (U$318.82).

This technology was acquired in 2018 through the takeover of Olivo Laboratories, a US-based start-up that created the patented XPL Second Skin tech, a breathable, flexible, and nearly invisible artificial skin.

After its acquisition, the company spent three years to ready the technology for commercialisation, testing the product on around 4,000 people in the US and Japan.

2 – Strengthening Decorté: Kosé Corp aims to revitalise brand with new serum and online initiatives​

Japanese cosmetics firm Kosé Corporation is working to rejuvenate the Decorté brand​ with a new product launch and e-commerce platform to capitalise on the global luxury beauty demand.

The new range, Essentials The Beauty will debut on the market on August 28 and is said to help improve the texture of hair.

Kao developed this line in response to the growing interest in hair treatment products, especially now during the pandemic when people are looking for high efficacy products that can be used at home.

The key ingredient in the new products is 18-methyleicosanoic acid (18-MEA), which Kao says is an essential ingredient to even hair texture and beautiful hair overall.

3 – Make or break: Kao hopes new Essential range will save hair care business from stagnation – CEO​

Japanese personal care conglomerate Kao Corporation has announced a new hair care range under the Essential banner, which it believes will help revive its hair care business​.

Founded in 1970, Decorté Cosmetics is a cosmetics brand under Kosé’s high prestige beauty portfolio, which also consists of brands including Jill Stuart and ADDICTION.

To capitalise on the potential of Decorté, Kosé has announced a series of initiatives to boost the brand globally.

Coming September, the company will mark the debut of a revamped version of Decorté’s Liposome serum.

4 – Tiny but mighty: Foreo believes future of beauty tech lies in portable devices that give pro-level results​

Beauty tech firm Foreo is betting big on small, handheld devices​ that can produce the same results as professional equipment at home, believing it to be the future of the beauty device business.

Foreo is a Swedish beauty technology firm that rose to prominence with Luna, a facial cleansing and massage device. According to the company, it has sold over 20 million Luna devices.

The company, which is celebrating its eighth anniversary this year, witnessed an unprecedented uptick in demand in the wake of the pandemic.

According to the firm, it saw a 30% increase in online sales alone.

5 – Factor in this: Smashbox founder Davis Factor tips make-up enriched with skin care ingredients for success​

Smashbox Cosmetics founder Davis Factor, a great-grandson of Max, says the pandemic has created more demand for “hardworking” make-up products​ that are enriched with skin care ingredients such as hyaluronic acid and niacinamide.

Smashbox Cosmetics was founded in 1996 by Davis Factor, the great-grandson of make-up mogul Max Factor.

Factor and his brother Dean were photographers and owners of Smashbox Studios. They developed the brand’s cosmetic products to withstand the tough environment of a professional photography setting.

The brand is best known for its primers, such as the original Photo Finish Foundation Primer, which was created to minimise touch-ups and help make-up last longer under the glaring studio lights.