Global Japanese skincare brand Shiseido is on track to boost its piece of the makeup pie, with plans to introduce new beauty products in the coming weeks, ahead of a relaunch in Sephora. On this occasion, the brand adopts a new classification of its cosmetics.
According to Jill Scalamandre, president of Shiseido’s Global Makeup Center for Excellence, the company aims to capitalize on the current J-Beauty boom and significantly increase its stake in the global colour market through the addition of 16 new products to the Shiseido Makeup range, including 125 new shades for consumers. The new products are classified into four sensorial textures comprising of Inks, Gels, Powders and Dews. Shiseido Makeup thus shifts from the more traditional classifications of ‘eyes’, ‘lips’ and ‘cheeks’.
The fresh beauty drive will also see the release of five new makeup brushes.
Pricing for the new collection will range from US$22 to US$64, with items to launch on shiseido.com starting August 3, and drop into 25 Sephora locations globally from September 1, as well as Macy’s, Dillard’s and Nordstrom in the US. A re-launch of the brand’s foundation line is also scheduled to follow next year, including powders, concealers and primers set to debut in the fall of 2019.
Taking inspiration from the company’s Japanese heritage, the brand has entrusted global director of artistry for Shiseido Makeup James Boehmer — who had previously spent 17 years at Nars — to lead the development of the reimagined range and has titled shades after Shiseido muses, Tokyo streets and Japanese nightlife.