Shiseido is relying on science and celebrities for its next steps.
The Japanese skincare brand is introducing a new hero foundation, Revital Essence Skin Glow Foundation SPF 30, rethinking the formulation of its Benefiance eye cream and naming Anne Hathaway as the new global ambassador for its Vital Perfection range.
The partnership includes paid and social media, as well as a short film starring Hathaway. “What they all have in common is true excellence, timelessness, tradition, and story,” Hathaway told WWD of the brands they work with, which also includes Bvlgari. “They’re iconic in their own right, so why wouldn’t I want to be one of them?”
But in the beauty field, Hathaway says the key to results is consistency. “It’s not something you can buy,” she said. “Excellent Skin Her Cream is absolutely amazing and is the foundation of my beauty routine and I love it. I use it morning and night and it doesn’t work unless I apply it.”
The brand campaign for the Vital Perfection series also features the tagline “Potential Has No Age,” and Shiseido is betting that its age-positive ethos will resonate with Hathaway’s loyal audience. .
“There are two sides to this partnership. Anne is an Oscar-winning actress and style icon who is highly relevant in the U.S. with a wide reach and a very engaged audience. “It gives us the opportunity to continue to grow our brand awareness and reach new audiences. “Dive into the pop culture conversation,” said Alessio Rossi, Shiseido’s executive vice president of U.S. marketing. “While having a high follower count is important to us, Anne maintains very high engagement, which we don’t see very often. We believe it’s because she is very genuine. I am.”
The company also aims to encourage dialogue about the implications of aging.
“This message is about how people think about aging. Aging is most often perceived as a negative thing, but we see it as a positive thing,” Rossi said. continued. “We believe that aging is a testament to the accumulation of experiences, and ‘potential knows no age’ is an opportunity to celebrate our inner beauty.”
Overall, the brand is performing well, he said.
“This brand is doing very well. This year in particular, it has been driven by innovation and we continue to believe in investing in science,” Rossi said. “These are in response to ever more demanding expectations held by American consumers, and we believe there are parallels between Innovation and the use of the Ann campaign tagline.”
Rossi said part of the plan is also to continue overhauling existing heroes, including Benefiance Wrinkle Smoothing Eye Cream, the brand’s best-selling anti-aging eye cream. The reformulation debuted last month as the brand’s full version for $65.
“It’s like fashion here: you’re never finished, you always keep raising the bar,” he said. “The relaunch stems from the fact that there are usually multiple concerns around the eye. [Benefiance] has already been established as an effective way to deal with wrinkles around the eyes, but wrinkles and dark circles around the eyes occur almost simultaneously. ”
Its value proposition resonates. “It’s already popular in the U.S. market, it’s already a bestseller at Sephora, and it’s outpacing our plans, doubling its sales from last year,” Rossi continued.
According to an investor presentation for the first half of 2023, sales of the Shiseido brand increased by 9% worldwide. New launch activity is also ahead of plan, with the brand doubling down on business pillars to drive growth.
Among them is RevitalEssence Skin Glow Foundation SPF 30, available at select retailers today and features pigments suspended in a skin care essence of fermented kefir and niacinamide. Retail price is $56.
Deborah Ross, Shiseido Makeup’s senior vice president of global marketing, said of the business, “It’s been a great year for makeup in general.” “We’re seeing very strong growth across so many segments. Shiseido Makeup is experiencing that particularly in Asia, where we’re outperforming the market.”
Ross said the launch of Revital Essence will also revitalize that area of the makeup business. “Our complexion and complexion will be significantly accelerated by double-digit increases in the fourth quarter.”
Other categories such as makeup tools and formats such as bronzers and highlighters are also boosting business.
“Bronzers and highlighters are great examples of makeup skinification, and the desire for vibrant, hydrated, glowing skin requires innovation in new formats, textures, and creams,” says Ross. Told. “Social media is driving all of that forward. When we think about market segments, we think about where do we have the expertise for something so unique?”
Ross started working on Revital Essences before the pandemic, saying it was a response to several important trends: multitasking makeup products, barrier health, and lightweight, buildable coverage. Stated. “We’ve always developed hybrid foundations, and we’ve always incorporated skin care technology into our foundations,” says Ross. “When we arrived at Revital Essence, we knew. [consumers] I was hoping for better results for my skin. ”
James Boehmer, Global Artistic Director of Shiseido Makeup, cited the foundation’s skin care benefits, which are backed by consumer research. After one week of use, 94% of users said their skin felt smoother and 88% said their skin felt hydrated.
“The whole point of this product was to capture the consumer mindset of people who want their products to do more,” Boehmer said. “It goes back to the idea of whether it’s a skincare product, a makeup product, or both. You just apply it with your fingertips and it feels like a serum. But it’s also effective when used with a blush or a blender. .”
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