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News Release

Release Date: Aug. 1, 2018

Publisher: ShiseidoShiseido Japan

Product / Brand

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

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

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.

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)




※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.

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