The Relaunched SHISEIDO Makeup Spotlights Innovative Textures
Laura McQuarrie — July 30, 2018 — Fashion
References: shiseido & prnewswire
SHISEIDO Makeup was recently relaunched with a new cosmetics collection that is modern, minimalist, expressive and highly sensorial. Textures are a key focus of the new collection, which introduces 125 shades, 21 products in four groups: Inks, Gels, Powders and Dews.
SHISEIDO Makeup's Inks emphasize precision and intensity, while the Gels promote durability, a lightweight feel and bold finishes. Similarly, the Powders category reinvents tried-and-true pigments, while Dews introduces a completely new category that takes inspiration from the art of Japanese calligraphy.
To introduce consumers to the innovative, richly textured products in a novel way, SHISEIDO invited artists to be featured in its campaign. As such, makeup artist Kara Yoshimoto-Bua has been named the face of Dews and singer/songwriter Banks represents Inks. SHISEIDO Makeup also launched the Global Artist Collective to further champion artistic expression and creativity.
SHISEIDO Makeup's Inks emphasize precision and intensity, while the Gels promote durability, a lightweight feel and bold finishes. Similarly, the Powders category reinvents tried-and-true pigments, while Dews introduces a completely new category that takes inspiration from the art of Japanese calligraphy.
To introduce consumers to the innovative, richly textured products in a novel way, SHISEIDO invited artists to be featured in its campaign. As such, makeup artist Kara Yoshimoto-Bua has been named the face of Dews and singer/songwriter Banks represents Inks. SHISEIDO Makeup also launched the Global Artist Collective to further champion artistic expression and creativity.
Trend Themes
1. Sensorial Makeup Collections - Disruptive innovation opportunity: Develop innovative and highly sensorial makeup products that emphasize texture and introduce new categories.
2. Inks, Gels, Powders, and Dews - Disruptive innovation opportunity: Create new cosmetic products that focus on different textures and finishes, offering consumers a wide range of options.
3. Artistic Expression in Makeup Campaigns - Disruptive innovation opportunity: Collaborate with artists and celebrities to create unique and engaging campaigns that showcase the creative possibilities of makeup.
Industry Implications
1. Cosmetics - Disruptive innovation opportunity: Develop innovative textures and finishes in makeup products to meet the growing demand for highly sensorial cosmetics.
2. Fashion - Disruptive innovation opportunity: Explore collaborations between fashion and beauty brands to create unique and artistic makeup collections.
3. Marketing and Advertising - Disruptive innovation opportunity: Use collaborations with artists and celebrities to create captivating and authentic marketing campaigns for beauty and cosmetics brands.
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