Shiseido launching Benefiance for mature/dry skin in January.
This article was originally published in The Rose Sheet
Executive Summary
SHISEIDO BENEFIANCE TREATMENT LINE FOR MATURE/DRY SKIN LAUNCHING JANUARY in 55 U.S. Nordstrom doors. The collection is designed to provide "a progressive solution to help prevent loss of elasticity and moisture from the outer layer of the skin," according to the Japanese company. The 11-SKU line will move to specialty stores in May, followed by an August roll-out to all 800 doors that offer Shiseido products. The company noted that the "more advanced" Benefiance will replace Facial Concentrates, Shiseido's original skin care line for mature skin. Facial Concentrates, which launched in September 1983, will be gradually phased out, according to Shiseido.