We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 16 Aug 2018

Revamped & Reclassified: Shiseido’s Bold New Make-Up Range


Shiseido has revamped its make-up range into sensorial categories – blurring the boundaries between eye, lip and cheek products. Will this new strategy change the way beauty consumers experiment with colour cosmetics?

In a bid to further develop its colour cosmetics range, premium Japanese brand Shiseido has relaunched its make-up line for the first time since 2009 with a new mode of categorisation. Set to debut across 88 countries by September 2018, the 21-piece collection reimagines the traditional classifications of eyes, lips and cheeks by grouping products by texture instead: Inks, Powders, Gels and Dews.

Inks offer eyebrow pencils and eyeliners that provide graphic precision, while Gels are highly pigmented lipsticks with a light feel. Powders reinvent traditional pigments (including blushes and eyeshadow palettes), as the brand’s air-infusion technology creates a natural finish. The most distinctive new category however is the Dews – a range of universal highlighters which can be applied onto the eyes, cheeks and lips.

With the tag line ‘Visible feels invisible’, the collection offers delicate, lightweight textures with skin-boosting ingredients. This taps into modern consumers’ enthusiasm for hybrid make-up and skincare products – 90% of US women are using cosmetics with multitasking claims (NPD, 2018). For example, the VisionAiry Gel Lipstick is also infused with moisturising ingredients to keep the lips feeling hydrated and soft.

In addition, the multifunctionality of Shiseido’s products mirror Asian consumers’ preferences – around 67% of urban Chinese women want to minimise their make-up regimen (Mintel, 2017). For deeper insights into the Asian beauty market, see our spotlight trend Asian Beauty Now. Also read Asia’s Digitally Enhanced Beauty Boutiques and  Japanese Beauty Trends: Cosme Tokyo 2018.