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Shiseido

This article was originally published in The Rose Sheet

Executive Summary

Reformulates Bio-Performance Advanced Super Revitalizer to add hyaluronic acid and "hydrolized keratin complex," which is composed of proteins derived from eggshell membranes. The protein complex "keeps skin refreshed and vital" and functions as an antioxidant, while the hyaluronic acid "brings vital moisturizer to dry, thirsty skin," the firm says. Available in March, the reformulated product is repackaged in a warm silver container with a top that is easier to grip, the company states. Shiseido also increases the size of the product to 50 mil from 40 mil but maintains the original $60 suggested retail price. Additionally, Shiseido currently is running its first U.S.-only ad campaign consisting of two one-page ads and a two-page spread featuring a line drawing of a face and the tagline "Over A Century of Skin Caring.
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