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Marketing in Brief: Shiseido

This article was originally published in The Rose Sheet

Executive Summary

Shiseido: Liquid Compact foundation bowing in select department and specialty stores in May. Patent-pending "water- lock technology" creates a solid makeup that "transforms into a liquid at the touch of a sponge," according to Shiseido. The "long-lasting, shine-free" SPF 15 formulation contains sebum- absorbing powder, a moisturizing humectant complex with bio- hyaluronic acid and an astringent complex containing witch hazel and peony root extract. Available in 13 shades, the foundation costs $25 for .42 oz. and is packaged in a refillable, airtight oblong compact case, which is sold separately for $10. Print ads will break in major beauty and lifestyle books in May...
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