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News Release

Release Date: Feb. 7, 2018

Publisher: ShiseidoShiseido Japan

Product / Brand

Brand SHISEIDO Launches Limited-Edition Petite-Sized Cosmetics “PICO”

~Mini-Size Lipstick/Nail Enamel for the Millennials Inspired by Wagashi,Traditional Japanese Confections~

Shiseido Company, Limited releases petite-sized makeup products, “Rouge Rouge PICO” and “Nail Enamel PICO” (two products, 16 items) under its signature prestige brand SHISEIDO on Thursday, February 1, 2018 exclusively in Japan. Targeting the younger generation, the mini-size cosmetics will be launched as a limited edition at approximately 200 stores, mainly department stores, across Japan. The products will be also sold through Shiseido’s total beauty service website, “watashi+”.

SHISEIDO Rouge Rouge PICO(Limited editions sold from February through May )

SHISEIDO Nail Enamel PICO(Limited editions sold from February through May )

◆SHISEIDO’s PICO series offers limited mini-size makeup items with a wide range of colors and textures.Their affordable price is appealing to younger consumers and encourages them to try out prestige cosmetics.

◆PICO’s unique color palette and shade names were inspired by Wagashi, Japanese confections which come in a variety of seasonal colors.

Background of launch

Brand SHISEIDO developed PICO series focusing on the fact that color makeup products serve as an ideal entry point into prestige cosmetics for the younger consumers and are also popular as gift items.
Inspired by Wagashi.“Rouge Rouge PICO” and “Nail Enamel PICO” expresse Japan’s beautiful nature in a palm-sized delicate presentation. Regular PICO products, which are themed on Japanese candy craft artistry, will be sold from February through May. In addition, Japanese chocolate-themed colors are launched from February 1, 2018, as a special Valentine’s Day edition. Offering users more freedom in enjoying makeup, PICO also features a compelling package design that makes you want to share the fun with others.

Product overview

Inspired by the seasonal beauty of Wagashi.The color theme is “Wagashi in season”.Themed on “Japanese candy craft artistry” for the items sold from February through May,and “Japanese chocolat” for February limited editions. Sweet and modern colors and texture bring out your beauty within.

●SHISEIDO Rouge Rouge PICO【Limited edition】
<Lipstick> Eight colors, 2.2g 1,800 yen (1,944 yen incl. tax)

●SHISEIDO Nail Enamel PICO【Limited edition】
<Nail Enamel> Eight colors 4mL 1,000 yen (1,080 yen incl. tax)

※The content of the release is correct as of the time of release, but please note that it may in some cases differ from the latest information.