How To Create Cosmetics For Gen-Zers? Have Them Do It, Shiseido Says
This article was originally published in The Rose Sheet
Executive SummaryShiseido has been making moves to win over younger consumers in the US and its native Japan, recently launching "petite-sized" makeup products to encourage trial among Japanese millennials and rolling out a line of fun, swappable color "chips" created in partnership with high school girls.
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Drunk Elephant is on track to record more than $100m in fiscal 2019 sales, reflecting compound annual growth north of 120% over the 2016-2019 period. Shiseido is drawn to the prestige brand’s digital savvy and popularity with younger consumers, in part due to its emphasis on “clean” skin care.
Kiss Products’ JOAH makeup and June Jacobs Labs’ Naturally Serious skin care debut exclusively at CVS and Sephora, respectively. Meanwhile, Shiseido’s revamped makeup line arrives in gel, ink, powder and dew textures.
The Tokyo-based firm has been making sizeable investments of late to improve its US position. The WASO skin-care line features Japanese ingredients in the form of "whole botanical cells" and is being supported by messaging and media targeted to – and created in part by – millennials.