Shiseido Travel Retail will introduce Ipsa, the latest skincare brand in its portfolio, to the industry at the TFWA World Exhibition in Cannes (Riviera Village Stand RJ5).
Ipsa, established in Japan over 30 years ago, already has a large domestic customer base in Japan, China and across Asia Pacific, and is particularly popular among Chinese millennials.
The Ipsa concept centres around customisation through consultation and skincare analysis. The Ipsalyzer, a skin diagnosis tool used by Ipsa’s professional beauty consultants, measures elements including moisture content and sebum secretion levels to prescribe targeted skincare ‘recipes’ tailored to the particular skincare needs of each individual.
Shiseido Travel Retail Vice-President Marketing Elisabeth Jouguelet commented: “We are excited to introduce Ipsa, positioned in the prestige segment, to Shiseido Travel Retail’s line-up as we continue to strengthen our offering for the duty free channel. With more than 30 years of history, Ipsa is a trusted name in Japan and China and we are confident that it will appeal to younger travellers with its unique brand concept focusing on highly customised beauty recipes with perceivable effects.”
Shiseido views Ipsa as a gateway brand to a younger, more international audience. Jouguelet noted: “By diversifying our portfolio with Ipsa, we are increasing our reach by catering to a broader range of skincare needs. Ipsa’s minimalist packaging and personalised skincare regimes have been particularly well-received by the millennials. The brand’s vision is to be the leading skincare brand in Japan for consumers in their 20s and 30s by 2020, as well as achieving top 20 brand status in Greater China in the same year. We see great potential for travel retail to build on these ambitions and bring the brand to a wider, more international audience, and we are targeting to open our first Ipsa counter in Asia in early 2018.”
Two of the brand’s biggest bestsellers will be showcased at the TFWA World Exhibition next month.
The Metabolizer is a beauty fluid formulated to maintain skin’s normal metabolic cycle. By inhibiting the activity of anti-metabolic enzymes (triggered by environmental aggressors such as UV rays and pollution) the Metabolizer is designed to encourage healthy, translucent and evenly-textured skin.
First launched in 1987, the Metabolizer is now in its eighth generation and is available in 17 different variations to suit individual skin types and metabolic conditions. Within the Ipsa range, the Metabolizer (a Basic Care product) can be combined with a Customise Care product to target specific concerns such as dryness, ageing and UV damage in order to create a personalised skincare routine.
Time Reset Aqua is a moisturiser described by Shiseido as a ‘number one bestseller in the Chinese market’. Containing 1,000 trillion fine moisturising molecules, it is formulated to boost skin’s natural hydration production and provide a barrier to seal in moisture. Aqua Presenter III technology boasts three different moisturising effects for long-lasting hydration and to improve the absorption of other skincare products.
Additional key ingredients of peony and marjoram extracts help to control acne, inflammation and oil production; the antioxidant EPC-K enhances the skin’s natural barrier; and pyrola calliantha is present to help improve skin’s texture.
