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

Shiseido Travel Retail is set to extend its skincare offer with a new and “completely different” range aimed at Millennials. The WASO line, which aims to change the way beauty is seen and made, will be available in travel retail Asia Pacific in August and in the Americas, Europe, Middle East & Africa in September.

WASO means skincare that is inspired by Japanese aesthetics, following the ‘Washoku’ philosophy, which ensures that the range has been created with respect for nature while harnessing the power of botanical ingredients. WASO’s campaign and product line aim to champion beauty from the inside out.

SEE ALSO: Shiseido’s ambition to become “one of the top 5 prestige beauty group players”

Shiseido said through WASO it is redefining beauty and empowering Millennials to feel beautiful in their own skin.

To celebrate the new approach to beauty, WASO has partnered with five Millennial brand ambassadors to change the perception of “what is pretty”. The campaign, shot by Viviane Sassen, features the five influencers in the Japanese wilderness. 21-year-old art designer, fashion designer and videographer Julian Klincewicz created the campaign’s video content. Shiseido said it chose him not only because of his talents but because of its dedication to creating an authentic voice for a new generation.

SEE ALSO: “A new age of personalisation” for Shiseido with MATCHCo acquisition

Collaborative collective Dvein, helmed by Teo Guillem and Carlos Pardo, is behind WASO’s launch film which is a celebration of the key ingredients in each of the WASO products, showing them in their natural elements alongside technology.

Shiseido has designed a unique method for formulating whole botanical cells into the WASO range, to deliver a total skincare solution, which is called “Whole Cell Release System W” (for moisturisers). Designed to treat the needs of Millennial skin, the product range resolves skincare concerns like dryness, oiliness, blemishes and visible pores.


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