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Marketing in Brief: Shiseido

This article was originally published in The Rose Sheet

Executive Summary

Shiseido: Expanding Pureness skin care line with Hydro-Purifying Mask, which "helps stressed skin recover its former clarity [by] deep cleansing while adding essential moisture and minerals to the skin," the firm said. Formulated with Phytogenic Complex, Shiseido's exclusive water-based humectant, and calcium and magnesium to moisturize the skin, the mask "absorb[s] impurities, excess sebum and old surface cells, which are gently lifted off when the mask is peeled away," the company explained. The mask is packaged in a white plastic tube with a turquoise cap. Available in March at department stores, the 2.7 oz. tube will cost a suggested $18...
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