Shiseido launches millennial-focused WASO skincare line

Shiseido launches millennial-focused WASO skincare line

Japanese powerhouse Shiseido is focusing on the millennials with its new skincare line WASO.

The range, which is said to empower millennials to feel ‘beautiful in their own skin whatever their gender, nationality, age or status,’ draws on the company’s Japanese heritage and features products such as an oil-free moisturizer, exfoliating polish, and a gentle cleanser.

Capitalizing on the made-in-Japan theme, Shiseido has used Japanese ingredients in the range, ninjin, biwa no ha, tofu, shiro-kikurage, and hachimitsu, and has developed a method of formulating whole botanical cells into the products. The range has been formulated to work on skin problems such as dryness, oiliness and visible pores.

In a bid to attract a younger demographic, the company has employed five faces to represent the brand that it hopes will change the perception of what is ‘pretty.’

Meanwhile the company has created a media campaign, with the video for the skincare range directed by 21-year-old Julian Klincewicz who is said to represent the brand’s target audience.