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Marketing in Brief: Shiseido Cosmetics

This article was originally published in The Rose Sheet

Executive Summary

Shiseido Cosmetics: Shiseido Matte Variations lipstick has a matte to half-matte finish and contains micro color encapsulation to ensure that "the shade stays true to the original color," the company says. Formulated with macadamia nut oil, jojoba oil and vitamin E, the lipstick is available in five shades ranging from Dancing Purple to Russet Boom. Another new product, Liquid Eyeliner, available in Black, is "highly resistant to moisture and oil" and contains vitamin E, the firm notes. Shiseido is also expanding its color offerings for The Petit Shadow duo eyeshadows to include Red Madness and Ultra Violet. The new colors are part of the company's Red Madness by Serge Lutens fall color collection which is launching in August. The lipstick retails for $13.50, the eyeliner costs $18 for .2 fl. oz. and the 1 oz. duos are priced at $21 apiece...
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