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Shiseido’s Bio-Performance Super Corrective Serum |
FRANCE. Shiseido presented a number of novelties across its skincare, make-up and fragrance portfolio at last month’s TFWA World Exhibition in Cannes. Among them was the latest addition to the brand’s flagship Bio-Performance franchise, Bio-Performance Super Corrective Serum, which will be rolled out in travel retail from February 2010.
The product is said to deliver multiple skin-regenerating solutions in one highly-effective new formula – with results that are visible from the first day of application.
A key component is Shiseido’s new bio-ingredient, Bio-Regenesist, which is claimed to strengthen the body’s ability to produce all three elements of youthful-looking skin – namely collagen, elastin and hyaluronic acid – by proliferating the skin’s fibroblasts.
The high-end treatment is presented in sleek silver packaging, and will retail domestically at around €89. It will be promoted by the advertising strap-line “Reveal timeless skin in just 1 day”.
Next year will also see Shiseido re-focus on its colour collection, with new make-up introductions that also incorporate skin care benefits. These will include Sheer Matifying Compact foundation, new lipstick and new lip gloss shades.
New, premium body products will also make their debut in 2010. Next April will see the launch of the brand’s new Refining Body Exfoliator, priced at €40. This will be complemented by a new luxe body cream which will retail at €65.
For male consumers, Shiseido’s men’s collection will be expanded with a new 50ml Skin Empowering Cream. And on the fragrance front, there will be new ancillaries – a shower gel and deo stick – for Shiseido’s Zen for Men line.
A new limited-edition feminine Zen fragrance, The Scent of Summer Nights, will be introduced next April.
Lastly, Shiseido will introduce new travel retail sets next year, with revamped packaging that displays clear visuals of the contents within. These will include the Perfect Rouge Star Trio lipstick set, new Benefiance duos and the Hydro Powder Star Trio.
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Shiseido offers future beauty solutions – 02/07/09
