International Japanese cosmetics company Shiseido intends to significantly expand its position in the color cosmetics market and present new products in the coming weeks. In this case, the brand will use the new classification to its cosmetics.
According to Jill Scalamandre, President of Shiseido Makeup Global Center for Excellence, the company aims to benefit from the current boom of “Japanese beauty” and significantly increase its share in the global market of decorative cosmetics due to the introduction of 16 new products in the range of Shiseido Makeup, including 125 new colors for consumers.
New products are divided into four sensory texture consisting of ink, gels, powders and dew. Thus, Shiseido Makeup goes from the more traditional classifications of “for eyes”, “lips” or “cheeks”. In addition, the company plans to release five new makeup brushes.
Prices on a new collection of makeup will vary from 22 to 64 USD, and items that are launched on shiseido.com starting August 3, and September 1, will arrive in 25 Sephora stores worldwide, as well as in networks of Macy’s, Dillard’s and Nordstrom in the United States. Planned re-launch of the line Foundation of this brand next year, including powders, concealers and foundations beneath the shadow, which will first appear on the market in the fall of 2019.
Drawing inspiration from the heritage of Japanese companies, the re-establishment of the line of decorative cosmetics Shiseido Makeup will do James Boehmer, who previously spent 17 years in the NARS. He picked up new names for shades of makeup using the names of the muses Shiseido, Tokyo streets and events of Japanese nightlife.
In the advertising campaign of the new cosmetics will be used videos and photos from the famous Norwegian fashion photographer, Selva Sundsbo. It will be attended by four celebrities: singer banks, actress Sonea Mizuno, the artist-medic Yi Zhou and Kara makeup artist Yoshitomo Bois, each of which represent a separate texture in a new line.
In addition, Shiseido Makeup is going to involve digital technologies to conduct its advertising campaign, through partnerships with Influenster and StyleHaul across platforms Instagram and YouTube.