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How To Create Cosmetics For Gen-Zers? Have Them Do It, Shiseido Says

This article was originally published in The Rose Sheet

Executive Summary

Shiseido 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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