SHISEIDO Makeup relaunches its new makeup collection by ‘Gifting Japan to the World’ with a cosmetics collection that is modern, minimalistic, visionary, expressive and creative.
“The focal point of the range isn’t simply the extraordinary colors or its incredible performance, but the unique, sensorial textures,” says Jill Scalamandre, President, bareMinerals, BUXOM and Global Development Shiseido Makeup.
The brand has a new mantra “Beauty Reimagined. Beauty Made With Soul”. This is reflected in its range of 21 products and 125 shades that are classified into four sensorial textures comprising of Inks, Gels, Powders and Dews.
Inks redefine the collection with productions that provide graphic precision and extreme intensity. Gels rediscover products that juxtapose a durable, high-impact finish with a featherweight feel.
Powders reinvent traditional pigments of the past via breathable, buildable and bendable formulas.
Dews is a new category that recreates light to transform the surface of the skin.
There are also five handcrafted brushes reminiscent of ancient Japanese calligraphy.
SHISEIDO has enlisted renowned makeup artist Kara Yoshimoto-Bua to be the face of DEWS, international multimedia artist YiZhou for Gels, ballet dancer Sonoya Mizuno for Powders and singer/songwriter Banks for Inks.
“This collection changes how we experience beauty, so we sought out artists whose work has reshaped the creative boundaries of their industry,” says Scalamandre. “A key priority from the start was to work with artists who have a genuine connection to the SHISEIDO brand, as well as the company’s Japanese heritage, either through their origin or their art.”
A Global Artist Collective was also established by SHISEIDO Makeup. The group is made up of beauty authorities which include Global Color Artist Patrick Ta; APAC Ambassador Pony; Japan Color Artist Hiro Odagiri; North America Color Artists Vincent Oquendo and Lottie; and EMEA Color Artist Gregoris Pyrpylis.