Shiseido Launch New Makeup Collection Worldwide Starting on Sep 1, 2018

JAPAN PRODUCTS | Beauty & Fashion, News, Tokyo News | 08/10/2018

New SHISEIDO Makeup Collection, Featuring Skincare-like Light Textures and Bold Colors, to Launch on Saturday, September 1, 2018

Date: Aug. 1, 2018
Source: Shiseido Co., Ltd.

Shiseido Company, Limited (Shiseido) is launching a new makeup collection worldwide (21 products, 124 shades) starting from Saturday, September 1, 2018. The collection comes under the SHISEIDO brand, which is distributed in 88 countries and regions across the world.

• The new SHISEIDO Makeup realizes a weightless yet lasting finish, and makes a statement with bold, impactful colors.
• Delicate lightweight textures achievable only with Japan quality feel almost like skincare products. Items are classified into four reimagined textures—Gels, Dews, Inks, and Powders.
• Packaging themed on MODERN JAPANESE with slim componentry and a lacquered red line.

Color items to makeup tools in a new lineup. Makeup reimagined

Background of the development

Shiseido has been nurturing its strong global brands under the framework of Centers of Excellence (COEs), which is a part of the company’s mid-to-long-term strategy, VISION 2020. Each product category is led by the region that excels in that category, and the designated CEOs―Skincare COE in Japan, Makeup and Digital COEs in the Americas, and Fragrance COE in EMEA―take the lead in strategic planning and product development.
The new SHISEIDO Makeup is the first collection developed by the Makeup COE based in New York. The collection theme is VISIBLE FEELS INVISIBLE. It offers delicate lightweight textures that can be achieved only with Japan quality and feel almost like skincare products. The items are weightless but lasting, and make a statement with bold, impactful colors. Furthermore, the SHISEIDO Makeup collection is categorized into four reimagined textures—Gels, Dews, Inks, and Powders, instead of the traditional categories of face parts such as eyes and lips. Its packaging is also uniquely developed with some of the slimmest componentry on the market and a lacquered red line, embodying the concept of MODERN JAPANESE.

Product list

GELS

• SHISEIDO VisionAiry Gel Lipstick
  Lipstick 28 shades 1.6 g 3,600Yen (3,888Yen incl. tax)

• SHISEIDO ColorGel LipBalm
  Lipstick 10 shades 2 g 3,500Yen (3,780Yen incl. tax)

• SHISEIIDO Crystal GelGloss
  Lip gloss 1 shade 9 ml 3,500Yen (3,780Yen incl. tax)

DEWS

• SHISEIDO
  Aura Dew Face, Eyes, Lip
  Blush/ Eyeshadow/Lip color 3 shades 4.8 g 3,600Yen (3,888Yen incl. tax)

INKS

• SHISEIDO KajalInk Artist
  Eyeshadow/Eyeliner/Eyebrow definer 10 shades 0.8 g 2,200Yen (2,376Yen incl. tax)

• SHISEIDO LacquerInk LipShine
  Lip gloss 12 shades 6 ml 3,500Yen (3,780Yen incl. tax)

• SHISEIDO MicroLiner Ink
  Eyeliner 5 shades 0.08 g 3,500Yen (3,780Yen incl. tax)

• SHISEIDO ArchLiner Ink
  Eyeliner 1 shade 0.4 ml 3,500Yen (3,780Yen incl. tax)

• SHISEIDO Brow InkTrio
  Eyebrow definer 4 shades Pencil 0.06 g,Powder 0.25 g 3,000Yen (3,240Yen incl. tax)

• SHISEIDO ImperialLash MascaraInk
  Mascara 1 shade 8.5 g 3,800Yen (4,104Yen incl. tax)

• SHISEIDO ImperialLash MascaraInk Waterproof
  Mascara 1 shade 8.5 g 3,800Yen (4,104Yen incl. tax)

POWDERS

• SHISEIDO Minimalist WhippedPowder Blush
  Blush 8 shades 5 g 4,000Yen (4,320Yen incl. tax)

• SHISEIDO InnerGlow CheekPowder
  Blush 8 shades 4 g 4,000Yen (4,320Yen incl. tax)

• SHISEIDO ModernMatte Powder Lipstick
  Lipstick 24 shades 4 g 3,600Yen (3,888Yen incl. tax)

• SHISEIDO Essentialist Eye Palette
  Eyeshadow 8 shades 5.2 g 4,000Yen (4,320Yen incl. tax)

TOOLS

• SHISEIDO DAIYA FUDE Face Duo
  Makeup tool 1 type 4,800Yen (5,184Yen incl. tax)

• SHISEIDO MARU FUDE Multi Face Brush
  Makeup tool 1 type 3,500Yen (3,780Yen incl. tax)

• SHISEIDO HASU FUDE Foundation Brush
  Makeup tool 1 type 2,000Yen (2,160Yen incl. tax)

• SHISEIDO NANAME FUDE Multi Eye Brush
  Makeup tool 1 type 2,800Yen (3,024Yen incl. tax)

• SHISEIDO YANE HAKE Precision Eye Brush
  Makeup tool 1 type 2,200Yen (2,376 incl. tax)

• SHISEIDO Eyelash curler
  Makeup tool 1 type 1,000Yen (1,080Yen incl. tax)
  * Refill pads available (150Yen(162Yen incl. tax)

You can find their variety beauty products from list below.

• Shiseido’s product list in Amazon.com
• Shiseido’s product list in Global.Rakuten.com