Shiseido’s Spring Awakening
 
1 Shiseido
MoMA’s Doryun Chong (2nd l.) with Shiseido’s Heidi Manheimer, Jadzia Tirsch and Tomoko Yamagishi-Dressler.

Shiseido Cosmetics America unveiled its latest launches for spring—as well as introduced editors to the new face of its color creations, Sui He—during a breakfast at The Modern restaurant in New York City. The brand is currently sponsoring an exhibition at MoMA entitled Tokyo 1955-1970: A New Avant-Garde, chronicling the transformation of the war-torn capital city into a center for art, culture and commerce.

2 Shiseido
Shiseido’s Dick Page and Sui He.

As Shiseido fêtes its 140th anniversary, it is more important than ever to support the arts and cultural programs, said the company’s CEO, Heidi Manheimer—especially insomuch as they relate to the brand’s Japanese heritage.

Page presented the lithe and fresh-faced He, adding that he’d taken note of her backstage at a fashion show and “she didn’t look like a child. I liked the idea of beauty that wasn’t totally predisposed to youth.” Page also noted that the color products he creates for Shiseido come from personal inspiration as well as his abiding passion for photography.

SKIN

3 Shiseido
Bio-Performance Super Corrective Eye Cream, Power Brightening Mask and Urban Environment Tinted UV Protector SPF43.

At the event, Shiseido introduced three new skin care launches. The first, Bio-Performance Super Corrective Eye Cream, addresses firmness and definition around the eye area—the single most important characteristic women associate with youth, according to the company’s research. Priced at $60.00 for 0.5 oz. and inspired by hyaluronic acid injections, it launches in February.

The brand will also add a Power Brightening Mask in March to its beloved White Lucent line—containing six masks for $68.00 each, that stretch to fit facial contours universally. The masks contain Shiseido’s Ion Force Complex, a brightening solution inspired by Iontophoresis—a cosmetic treatment that uses charged ions to increase the penetration of brightening agents, like vitamin C.

Finally, the brand created Urban Environment Tinted UV Protector SPF43, a sheer, oil-free, tinted formula that defends against UV rays and environmental aggressors. It launches in March and will be priced at $30.00 for 1.0 oz.

COLOR

In February, Shiseido will amp up its lip offer with three new product updates and 30 total new shades, care of artistic director, Dick Page.

4 Shiseido
Perfect Rouge, Perfect Rouge Tender Sheer and Lacquer Rouge.

Perfect Rouge, available in 20 new shades, provides rich color in a creamy formula that comprises red illuminating pearl and hyaluronic acid. Packaging is shaped to suggest the brand’s original logo, a camellia, and the words “Tokyo Ginza” are embossed in a ring around the bottom of each lipstick as “an element of surprise for the consumer,” noted Tomoko Yamagishi-Dressler, Shiseido’s senior vice president of marketing. Each is priced at $25.00 for 0.14 oz.

The brand will also introduce six new shades of Perfect Rouge Tender Sheer, which creates a gentle, glossy wash of color, as well as four new shades of Lacquer Rouge, which provides intense color and a topcoat-like shine. Both are priced at $25.00 for 0.14 oz. and 0.20 oz., respectively.

Finally, Page has helmed two new shades of Lumizing Satin Face Color in Medusa and Starfish—blushes that spread easily to illuminate with a silky-soft texture. Each is priced at $30.00 for 0.22 oz. and hits counters in February. Two new shades of Shiseido’s Luminizing Satin Eye Color Trio, which can be worn alone or together to “not only reflect fashion, but create their own style,” said Page, will also be available. Each trio is priced at $33.00 for 0.10 oz.

If you are interested in advertising in Cosmetic World, please contact: Debra Davis 212-840-8800 x245
ddavis@cosmeticworld.com