ePlaza Magazine
Submit news for free

Shiseido to re-enter Sephora with brand new make-up line based on texture

Shiseido is hoping to capitalize on the growing popularity of J-beauty with a wholesale relaunch of its make-up range. The brand is set to grace the hallowed shelves of Sephora after a close-on 10-year absence, according to a report published by WWD.

“Make-up-to-skin-care penetration is 30 to 40 percent normally at a Lauder and a Dior. At Shiseido globally, it’s 11 percent,” Jill Scalamandre, President of Shiseido’s Global Makeup Center for Excellence told WWD. “We’re a skin care company with a little makeup. Skin care’s still gonna grow, but if you’re growing the entire pie, we want make-up to be 30 percent of it and skin care would be 70 percent of it.”

The new range will comprise 16 new products, 125 new shades and five make-up brushes all and, in a departure from the make-up norm, all will categorized by texture rather than facial region – so dews, gels, powders and inks – chiming with the recent move to open-definition products that encourage the user’s creativity and expression. In the accompanying campaign, each texture is represented by a different face.

The launch is scheduled for early August online, hitting US bricks and mortar stores, including Sephora, Macy’s Dillard’s and Nordstrom by September.

The brand has slated a relaunch of its complexion range, which accounts for 50 percent of its make-up sales, for fall 2019.

The post Shiseido to re-enter Sephora with brand new make-up line based on texture appeared first on Global Cosmetics News.

Comments are closed.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More