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.