The prestige beauty brand has relaunched Shiseido Makeup by way of four innovative, sensorial textures for face, eyes and lips.

In keeping with Shiseido’s new mantra, Beauty Re-imagined, Beauty Made With Soul, the prestige beauty brand has re-imagined its makeup collection, and reclassified it according to four sensorial textures: Inks, Gels, Powders and Dews. The new collection comprises 21 products and 125 shades, each of which is grouped under the four textures.

The relaunch marks the brand’s re-entry into Sephora, an absence that dates back to 2009. In regard to sales targets, Shiseido expects to triple the makeup penetration of the Shiseido brand within three years.

“The texture story with new Shiseido Makeup originated from a deep look at our brand heritage and strengths,” said Jill Scalamandre, President, bareMinerals, Buxom, and Global Development Shiseido Makeup. “Shiseido skin care has beautiful, sensorial textures rooted in technology, so it was natural to bridge the two categories. By leveraging our expertise in gels, inks, powders and dews, we have created four texture categories that allows consumers to experience makeup in more of a creative and artistic way which is so synonymous with Shiseido.”

Inks, which call to mind the art of Japanese calligraphy, comprises products for lips, eyes and brows that provide graphic precision and extreme intensity. Gels juxtapose a durable, high-impact finish with a featherweight feel, and consist of lip balms and lipsticks. Powders reinvent traditional pigments by way of breathable build, and span lipsticks, eye palettes and brushes. Dews, a new category, recreate light to transform the surface of the skin, and consist of highlighters for eyes, cheeks and lips.

“Shiseido Makeup is targeted at women – and of course men – who love to express their individuality through makeup and have a deep appreciation for the quality and luxury from our Japanese heritage,” said Jill. “We did a multitude of interviews with women around the world on the brand perceptions and what they were missing in makeup. One of the key insights was lasting wear without feeling like you are wearing makeup. Consumers love the freedom of wearing makeup, but not burden of the masky feel that is often associated with lasting wear. So our vision was to create a line where the visible feels invisible.”

The launch also coincides with a renewed focus on the art and science of Japanese beauty, a counterpoint to the fun and whimsy of K-Beauty.

“There is an emphasis in Japan on quality over quantity, and a focus on high quality formulas with a deep respect for understated luxury. We believe the American woman, and women around the world, will be inspired by our Japanese take on the new Shiseido Makeup collection, and will be impressed with its weightless formulas, innovative package designs and bold color payoff,” she said.

The relaunch of Shiseido Makeup will be accompanied by a campaign that is modern, visionary and creative. To bring the collection to life, the brand enlisted emerging artists, including a multimedia artist, a ballet dancer, a singer/songwriter, and a makeup artist, to feature in the campaign with each artist representing a different texture category.

“We are most excited to show off a true 360-storytelling social campaign that encompasses every facet of the launch from the products, to the artists, to the textures, to the inspiration for shade names, to the campaign itself. We truly have created a completely holistic campaign from tease, to launch, to sustain. We have also connected the dots of every consumer touchpoint, from how she will see the campaign on social, in media, in digital, in store, in out-of-home and, of course, the in-store experience. It’s a full visibility campaign that showcases Shiseido as a modern, youthful brand, but one that still pays homage to its deep Japanese tradition and heritage”.

The color relaunch is a prelude to Shiseido relaunching the complexion category, which is already in the pipeline.

“We started with color – products for the eyes, face and lips – as this was where we could really make an impact in the market as there were just so many products to launch. That being said, we are already working on some exciting new products and will launch an entire new complexion line in 2019 that is going to be the perfect complement to all of the innovation we have launched with color,” said Jill.