Shiseido is hoping to capture the hearts of millennial women with a new brand, launched in November, according to a report published by Asia Nikkei.

The brand was born in response to a chance comment made by an employee to CEO Masahiko Uotani. “Young women don’t have Shiseido products in their cosmetics pouches,” she said.

The Recipist range was developed by a special team, named the New Value Creation Group – with four women aged between 20 and 30 recruited to join the line-up and tasked with coming up with new branding ideas.

The team conducted in depth interviews with millennial women to discover the needs of this generation, concluding that packaging should be space-saving and the product line-up kept simple, natural and modestly priced.