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Japanese skin care brand Shiseido is on track to strengthen its share of makeup, with the intention of introducing new beauty products in the coming weeks, before a relaunch in Sephora . On this occasion, the brand adopts a new classification of its cosmetics.
Shiseido WhippedPowder Blush (Sonoya) – Photo: © Courtesy of Shiseido
According to Jill Scalamandre, President of Shiseido Global Makeup Center for Excellence , the company aims to capitalize on J-Beauty's current boom and significantly increase its participation in the global color market by adding 16 new products. to the Shiseido makeup range, including 125 new shades for consumers. The new products are classified into four sensory textures including inks, gels, powders and dew. Shiseido Makeup stands out from the more traditional classifications of "eyes", "lips" and "cheeks".
The new beauty disc will also see the release of five new makeup brushes.
Price for the new collection From US $ 22 to US $ 64, with articles to be launched on shiseido.com from August 3, and to fall in 25 Sephora sites on a global scale from the 1st September, as well as Macy's, Dillard's and Nordstrom in the United States. A revival of the brand's bottom line is also scheduled next year, including powders, concealer and primers planned for the fall of 2019.
<img src = "http: / /www.premiumbeautynews.com/local/cache-vignettes/L400xH400/-11770-81ed3.jpg "width =" 400 "height =" 400 "alt =" VisionAiry Gel Lipstick (Ginza Red) – Photo: © With l & Kind permission of Shiseido [19659003] Lipstick VisionAiry Gel (Red Ginza) – Photo: © Courtesy of Shiseido
Inspired by the Japanese heritage of the company, the brand entrusts to Shiseido Makeup James Boehmer, world director of art, who spent 17 years in Nars., to lead the development of the reinvented range and titled nuances after the Shiseido muses, the streets of Tokyo and the nightlife Japanese
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