As revealed via The Moodie Report’s Twitter feed, last Friday in Paris, Shiseido unveiled its new skin care line, which will be introduced globally in September. Ibuki, which means “new breath” in Japanese, is targeted at younger consumers, aged around 25-35 years old.
The choice of name is both symbolic and holistic. In Japan, the arrival of spring is anticipated and celebrated. Ibuki – the “new breath” of the season – brings with it colour, energy, beauty and freshness. Shiseido’s new line aims to deliver the same to skin.
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Shiseido’s new Ibuki collection was unveiled in Paris last week | |
The key target market is younger women aged 25-35: busy multi-taskers known as “the Millennials”, whose skin is suffering the effects of a stressed, modern urban lifestyle that disturbs its balance and increases its sensitivity and fragility.
When skin becomes weak, its cells contract. They lose their original shape and can no longer make up the protective barrier they naturally form. Water evaporates, and external aggressors exploit the frailty. Shiseido claims that young women aged 25-40 are much more susceptible to these dysfunctions than older women, thanks to their lifestyles which often incorporate disturbed sleep, an imbalanced diet and stress.
The Ibuki collection aims to provide a new breath of life, to allow skin to regenerate itself. The line is underpinned by Shiseido’s new Shape Memorizing Cell Technologyâ„¢, described as a biological system that evokes the rhythms and steps of the Ibuki breath.
It clears out dead skin cells, stimulates the skin’s Natural Moisturising Factor and builds up the basement membrane, which ensures balanced cell renewal. The result, claims Shiseido, is fine, even, balanced skin that glows with radiance and freshness.
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The launch will be supported by an innovative breath-activated media campaign | |
The Ibuki collection comprises seven complementary products, all of which feature Shiseido’s special PhytoResist Complex and a subtle woody/floral/fresh fragrance, which was tested specifically on women aged 25 to 34.
The former was developed by Shiseido to breathe Ibuki into the cells. It features three plant extracts (Trehalose and Lamium Album Extract, TMG Trimethylglycine and Yuzu Seed Extract), each of which acts at a specific level and in synergy with the others.
The range features a 125ml Gentle Cleanser (€35), a 125ml Purifying Cleanser (€35), a 75ml Softening Concentrate (€28), a 75ml Refining Moisturizer (€50), a 50ml Refining Moisturizer Enriched (€50), a 75ml Protective Moisturizer SPF15 (€50) and a 15ml Eye Correcting Cream (€45).
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Shiseido’s breathtaking Ibuki ad premieres in Paris |
| Paris has always had the power to take my breath away – for reasons good and bad – but last Friday, thanks to Shiseido, it left me breathless for all the right reasons |
After four weeks’ synergistic use of the Gentle Cleanser, Softening Concentrate and Refining Moisturizer, 95% of testers said their skin was better hydrated; 92% thought it was smoother; 80% believed their skin to be stronger and more resistant to skin concerns; and 90% confirmed its general condition had improved.
The introduction of Ibuki will be supported by a comprehensive digital campaign, in addition to traditional media. At the forefront will be a groundbreaking breath-activated ad, which is set in motion by breathing on a computer screen, tablet or smart phone.
The film, which features a Eurasian model to symbolise Shiseido’s unique East/West mix, tells the story of a young woman on a dream-like quest to find Ibuki. Thanks to this new breath, she reveals her inner nature and offers her skin a new spring/force of life.
“This [ad] is a world first, the first interactive movie that reacts to breathing, and it opens a new chapter of our brand communication,” noted Shiseido Europe Vice-President Marketing & Communication Florian Hanhausen, at the Paris launch event. “It’s a new breath for a new generation.”
Sociologist Michaël Dandrieux delivered an in-depth presentation about this new target market, the Millenials affectionately described as “geeks in stilettos” by Hanhausen. Manager Scientific Studies & Communication Mouna Ghoul explained the research and science behind the products in greater detail.
“With Ibuki, we really think we can grow the hydration segment by +25%,” Shiseido Europe Director Travel Retail Raphael May told The Moodie Report. “In particular, we see great potential in Scandinavia, Brazil, Europe and the Americas. It will of course be available in Asia too, but (hydration) is not the key product focus in this region.”
“We have big ambitions for Ibuki,” confirmed Shiseido Europe Senior Vice President Ariel Gentzbourger. “It’s a different direction for us. A big portion of our skincare business is anti-ageing. Now we are targeting another part of the market where we are relatively weak but see room to grow.”
Gentzbourger noted that most of the communication for Ibuki would be digital. “Facebook, apps and social media generally is where we will really be investing,” she explained. “It’s the first time we have really supported a launch this way, but it makes perfect sense given the target market.”
– At the Paris launch event, Shiseido also previewed its new, limited-edition Winter 2013 make-up collection, new Sheer and Perfect Foundation and new, limited-edition Zen Gold Elixir fragrance. Full write-ups will be published shortly.
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