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Shiseido : art, beauty, and technology for a new future


From its beginnings as Japan’s first Western-style pharmacy, Shiseido has been a key player in the beauty business since it was established in Tokyo in 1872.

Over the years, one of the company’s challenges has been to mine that rich heritage while at the same time remaining relevant to the modern consumer.

Shiseido Travel Retail has reported that the rejuvenation of the flagship Shiseido brand, which began in 2016, is going from strength to strength with several new developments and a raft of new launches slated for the coming months.

SEE ALSO : Shiseido appoints Nathalie Broussard as Scientific Communications Director

These new launches will be showcased on the Shiseido stand (Riviera Village, RJ5) at the TFWA World Exhibition in Cannes on the first week of October 2017.

Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet said: “Since its inception, Shiseido has combined cutting-edge technology with Japanese aesthetics to bring out women’s innate beauty – this promise was strengthened with a comprehensive brand innovation which began last year as a means of connecting with a new generation of consumers”.

“With ‘empathy’ as its guiding principle, the global rebranding has expanded our touchpoints with younger travellers, thanks to new product ranges such as WASO, designed for Millennials; exclusive collaborations with talented young artists such as ShiShi Yamazaki; and influencer-driven Sense of Place campaigns such as ‘The Beauty of Thailand’ which is being reactivated through November. The use of digital and social media has also helped to drive brand awareness and foster meaningful connections with tech-savvy consumers,” she said.

Looking ahead, Jouguelet commented: “Shiseido’s brand revitalisation continues in 2018 with further product innovation, including a completely new skincare range called Essential Energy, an exciting make-up line, and a travel retail-exclusive 24 Hour Defense Mist Duo, all of which will be presented for the first time in Cannes. Its dedicated stand showcase will also feature a digital video installation adapted from a Shiseido window display unveiled recently in Tokyo’s Ginza Six store”.

“This ‘Wow Window’ has a stunning 3-D effect and depicts lipsticks, Shiseido’s camellia logo, flower petals, crystals, moving water, and compact cases in an abstract and mesmerising convergence of art, beauty and technology,” Jouguelet continued.

Among the new arrivals, Ultimune, the Concentrate will be updated by the ImuGeneration technology which is claimed to ‘continuously deliver and maintain optimal skin immunity’ in even the harshest environments. It will be launched in June 2018.

In a coup for travel retail, the new 24 Hour Defense Mist Duo, featuring specially-commissioned Sense of Place packaging, will be available exclusively to travel retail customers.

The launch in June 2018 will see Shiseido renewing its partnership with Japanese contemporary artist ShiShi Yamazaki. Using a rotoscoping technique which results in ‘energetic animated illustrations’, the packaging will be decorated with the artist’s self-styled ShiShi characters and key icons of each destination including Japan, Hong Kong, Singapore, the USA, and Thailand. It is said to leave the complexion smoother and more radiant and comes recommended for use on long-haul flights.

SEE ALSO : Shiseido Travel Retail challenges the status quo with WASO Millennial skincare line

Another new entry for travel retail is Shiseido Men Total Revitalizer Cream which will be available in travel retail from January 2018. Inspiration for the new Total Revitalizer Cream for Men came from the idea of strengthening the skin in the same way that men strengthen their bodies.

Shiseido has decided to combine art, beauty, and technology to build a new future based on the success of its past. In the next months we will see Shiseido proposing products thought for travellers and following the needs of the new generations.

(Source: Moodie Davitt Report)

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