The new Fullmake Washable Base is the world’s first makeup base [1] that allows makeup applied over the top to be washed off using only warm water, claims Shiseido. The product can be pre-purchased from Shiseido’s website “watashi+” since December 12. It will be made available in usual Shiseido’s retail stores in Japan from early March 2013 (1,050 yens, including tax).
The Fullmake Washable Base is to be used after basic skincare steps and before applying makeup. When removing the makeup, it is enough to scrub the face with warm water and the makeup, along with the makeup base beneath, detaches and glide off the skin. No makeup remover is needed. “Thanks to the total transformation of the makeup routine achieved by this product, users can feel more relaxed about wearing makeup, knowing that their skin can easily be restored to its natural state,” says the company.
Time conscious women
While Japanese women have one of the longest daily beauty routine, applying many more products on their skin that any others in the world, they also have become more time conscious, desiring to use their time wisely and efficiently. “This trend is apparent, for example, in increased interest in achieving optimum work-life balance or making effective use of the morning hours by getting up earlier, known as Asakatsu, or morning activities,” Shiseido explains.
A recent study has shown that Japanese women felt that removing their makeup at the end of the day was the most cumbersome step in their entire skincare routine. [2] Notably, more than 60% of female respondents in their 20s to 40s indicated that makeup removal was a step in their skincare routine they wanted to get done as quickly as possible. Also, more than 41% of female respondents had gone to bed at least once without removing their makeup, with as many as 21% of them doing so at least once a week.
Film-forming agent
The Fullmake Washable Base uses a Shiseido’s proprietary film-forming agent named Veil Action Polymer, a substance that is hydrophobic to cold water but hydrophilic to warm water. When blended with warm water, Veil Action Polymer works to detach the Fullmake Washable Base from the skin, allowing the foundation, along with eye and lip makeup, to be washed off.
Of course, as a makeup base, the Fullmake Washable Base also helps smoothing out unevenness and fine wrinkles, helps foundation, eye colour, and lipstick adhering tightly to the skin and lips. Shiseido also claims the product spreads smoothly and comfortably on the skin, hydrating it and offering protection from dryness, in particular thanks to its hyaluronic acid content.
